“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,” says Happy Ntshingila, Absa’s chief marketing and communication officer.

With the rise of so many social networking channels, marketers are now increasingly challenged when it comes to communicating with, and understanding the youth. This award confirms that Absa is in tune with the needs and desires of this target market. With the youth space constantly changing, there is a need for creative and 'out of the box' marketing and products to attract and retain this market.

Now in its seventh year, the Sunday Times Generation Next Survey is conducted by HDI Youth Marketers and Monash University in partnership with the Sunday Times. It brings together experts in youth marketing to announce the year’s coolest brands.

This year’s survey polled young urban South Africans between the ages of eight and 22. They had an opportunity to vote for their coolest brands from their favourite clothes to best loved food and drink brands.

The results of the survey provide definitive - and at times - surprising insight into how young South Africans perceive consumer and corporate brands. Essentially, it provides an indication of what the leaders of tomorrow are thinking about and responding to today.

Absa has clearly connected with South Africa’s youth and left an indelible impression on this influential market. It has clinched the accolade of being the Coolest Bank every year for the past six years that it has participated in the survey.

In another development, Absa was also rated as the third most valuable African brand in the BrandFinance Global Nation Brands League Awards in the Corporate Brand Category. Now in their fourth year, these awards cover a global sample of 138 nations’ brands, including 36 African nations.