“This accolade confirms that we have established a positive connection with the youth in a meaningful way and that our brand is in tune with the needs and desires of this target market,” says Renny Letswalo, General Manager: corporate image at Absa.

Now in its sixth year, the Sunday Times Generation Next Survey is conducted by HDI Youth Marketers in partnership with the Sunday Times. It brings together experts in the youth marketing space to announce the year’s coolest brands as polled in an extensive brand preference study of urban South African youths. This year’s survey polled young urban South Africans between the ages of 8 and 22.

“Our brand power is built on the key focus areas of continued product innovation; iconic advertising; impact-driven sponsorships; robust community events; investment in people; and a clear focus on the brand and what it stands for. We believe this is a cumulative effect of everything we have done and continue to do in the youth environment and beyond,” adds Letswalo.