Generation Next 2010,

Sunday Times Survey Awards Reveals The Coolest Brands Of All

Youth make up more than 50% of the South African population. This year, (ages 8-22) spend is estimated at R95.3 billion, a 6.3% increase from last year.  Their perceptions of brands are well developed by age eight, therefore- as future consumers- they already have huge influence in comparison to other generations.

This year’s survey boasted eleven new ‘coolest’ categories.  These include coolest petrol station, which went to Engen; coolest 2010 FIFA star, won by Portuguese heart-throb Cristiano Ronaldo and DJ Cleo came out tops in the coolest local celebrity category.

Coca-Cola maintains its number one position for the third year in a row as the coolest brand overall.  Other repeat winners include ABSA as the coolest bank, Mxit as the coolest social networking site (including four other categories), 5fm as coolest radio station and Pick n Pay, the coolest grocery store.

top 10 youth trends for 2010

10 YOUTH TRENDS FOR 2010

Our sharpest critics – the youth! How can brands aim to impress under-23’s…

1. FIFA fever: All eyes on us… The 2010 FIFA World Cup is not just about soccer for young South Africans.  It also represents the chance to elevate our country onto the global stage.

2. Brand ingredients… This year the Pick n Pay School Club with nine other brands created a curriculum aligned with educational material that will be freely distributed to over 1.5 million learners.  In this way, brands are able to enrich the learning process of young South Africans and impact the lives of the future generation.

3. Servicesphere… The Sunday Times Generation Next 2009 study identified that good service is far more important than a vibey store, and even the stock it carries.  And retailers who acknowledge this by taking the right measures to train and recruit their employees are in a stronger position to win over young consumers.

4. ‘Cause you mean it’… Higher end consumers – particularly young ones – are more tuned in to whether a brand’s green & social responsibility-strategies are for real or for profit and PR. Brands that jump on-board for one good cause day a year will increasingly be measured against others that are committed 365 days a year.

5. ‘There’s an app for that’… Youthspace this isn’t just a game to see who can collect the most apps it’s about getting equipped with tools for success.

6. Vitamin C2C… Consumer to consumer marketing – Young urbanites might love a good TV ad or a Radio ad – but, nothing is more persuasive to them than a recommendation from their peers.

7. Edgy steady… The best approach to working this trend is to ask young people in the know by having a workshop, before you roll-out what you reckon is an edgy big idea.

8. TAC Generation: Tracking, Alerting & Checking… The connected market, the appetite for TAC (Tracking, Alerting and Checking)

9. KISS! They want simple low-effort mechanics, só KISS (keep it simple, stupid) youth want to feel in charge and they want to take control of their own experience. Think twice before adding the ‘frills’ to your design.

10. Open Happiness… The world’s biggest brand’s new slogan. Young minds know that you can’t buy happiness and they’re not.  In 2010 we will see a growing consumer consciousness geared towards achieving happiness.  MTN with Ayoba! expresses the 2010 excitement and feel-good vibe. Read the full report.

Loved the insights into the youth market? Contact Us to set up a workshop to see if your Brand Diamond is aligned to these trends.