The survey aims to demystify the behaviours and preferences of eight to 30-year-olds across the country. Over the years, the GenNext research has become the youth barometer for brands in South Africa, says Yellowwood. 

With its historical inception attributed to HDI Youth Marketeers, the study is now an integral part of the strategy consultancy company Yellowwood since its acquisition of HDI in 2021. 

Yellowwood managing director Refilwe Maluleke says, "Our focus on unlocking brand-led growth in a country where 15-to-34-year-olds constitute over 60% of the population and the capabilities of our data strategy team decided to acquire an easy one."

"Over the years, we have enhanced the study to better understand the drivers of youth behaviour and include a segmentation of South African youth, which has added significant value to our clients in their fight to win with this segment," adds Maluleke.

"This exceptional research study reaches out to a broad spectrum of young individuals, with over 7 000 participants in the research in recent years. The study is geared towards providing valuable insights into the preferences, attitudes and behavioural patterns of the youth market, which can be utilised to inform marketing strategies and drive business growth," adds Maluleke. 

Two-pronged research approach

According to Yellowwood, a substantial part of GenNext's success can be attributed to the Sunday Times Coolest Brands Awards. 

The Youth Behaviour Report, introduced by Yellowwood in 2021, sees its fourth edition released in 2024 with trended data.

Clarissa De Sousa, marketer of go-to-market operations at MTN, says, "Over the past few years, the GenNext study has enabled MTN Pulse to critically evaluate its value proposition strategy to ensure it appeals and is relevant to the youth's ever-evolving needs."

"Not only looking at in-category (telco) behaviours but holistically has helped us understand this segment better and has been instrumental in developing suitable solutions for the youth," adds De Sousa.

"Furthermore, we've used this study as one of our sources to inform the evolution of our youth communication strategies, the types of opportunities that would resonate and make a difference in the lives of young people and how we set ourselves apart in the telco category," says De Sousa.

Yellowwood concludes that the 2024 theme will focus on celebrating the anniversary milestone of Sunday Times GenNext and how the research's premise has always been focussed on understanding young people.

For more information, visit www.ywood.co.za. or contact [email protected]. You can also follow Yellowwood on Facebook, LinkedIn, X, or on Instagram.

*Image courtesy of contributor