According to the World Economic Forum, Africa is expected to be home to one billion youth by 2050.

Currently, South Africa alone has a population of 20.6 million youths, which is roughly 35.7% of the country. This indicates that the youths are not only a sizeable market but also have the potential to become active players in South Africa's economy, according to the awards.

Pat on Brands says that the youth in South Africa are the key drivers of job creation and sustainable economic growth necessary to building a better South Africa. Unlike before, today's youth are no longer fighting a political fight; they are fighting an economic change for generations to come.

According to a report by Brand SA, more than half of the South Africans running their own businesses are young people. However, the economic contribution of these youth-owned brands is hardly recognised, says the awards. 

Pat on Brands will be shining a light on 16 youth-owned brands in categories including: 
  • Accessories
  • Agriculture
  • Apparel (fashion brand & clothing)
  • Beauty: Personal Care & Skincare
  • Beverages (alcoholic & non-alcoholic)
  • Education (facilities & initiatives)
  • Food
  • Footwear
  • Homeware
  • Media & Creatives
  • NPO & Charities
  • Services (cleaning, marketing, IT, etc.)
  • Technology
  • Travel & Tourism, and
  • Overall Best Brand.

For a brand to be recognised for the Top 16 Youth-Owned Brands Awards, it must meet the following criteria:
  • It must be South African.
  • It must be owned and run by persons between the ages of 18 and 35.
  • The brand must be older than one year.
  • The brand must have a website with the brand name as its domain.
  • The brand must be active on social media.
  • Must be operating in one (or more) of the listed categories.

The entries will be shortlisted by a panel of judges including:
  • Advertising and Media Association of South Africa's board member Mpho Maseko
  • voice of marketing Lebo Lion, and
  • township entrepreneur Bulelani Balabala.
"We cannot talk about the transformation of the marketing and communications industry and exclude youth-owned brands. Additionally, we can't talk about addressing high unemployment amongst the youth without mentioning youth-owned brands. They are key in driving the economic transformation agenda. We are thrilled to not only shine a light on the brands but to contribute to the support of local brands," says Patrick Mahlangu, founder of Pat on Brands and Lerato Agency.

Nominations for youth-owned brands are open to the public as of Monday, 11 April to Friday, 30 April.

For more information, visit www.patonbrands.com. YOu can also follow Pat on Brands on Facebook, Twitter or on Instagram.