Cutting the CON:
Brands Need to Get Real with Youth

Imagine a world where the money spent on excessive and outlandish advertising, celebrity endorsements, frivolous pop-ups, and influencers force-feeding you a trendy “dream” simply, stopped. What if that money were put to better use… helping a generation that feels perpetually overwhelmed and underappreciated?

At YDx, our regular surveys conducted with our Youth Matters Panel, daily in-depth analyses to better understand this generation, and our Knowledge Bank housing a comprehensive resource database – have all informed this argument and led us to one clear conclusion: brands are profoundly missing the mark in addressing what today’s youth truly want and need.

Today’s youth are not just consumers, on the contrary, they are PROsumers - empowered individuals actively shaping their purchasing experiences.

A striking 62% strongly believe brands should take a stand on social and political issues, reflecting their desire for authenticity over superficial marketing…Growing up in a digital world, this generation is highly attuned to what constitutes genuineness and can easily spot when brands make false claims. They prioritise authenticity over perfection and will quickly distance themselves from brands that fail to resonate with their lived experiences.

With 90% of young adults highly likely to recommend products they love, and 64% willing to leave negative reviews for unsatisfactory experiences, it’s clear this generation is informed and discerning. They are neither frivolous nor merely chasing “nice things.”

As we witness the rise of movements like the "Underconsumption Core", it’s evident that youth are actively pushing back against traditional consumerism. Motivated by significant financial stress, environmental concerns, and a profound desire to make a difference in society, they express a deep yearning for meaning and connection in a world that often feels isolating.

With 64% of South Africa’s population under 34 years, Gen Z represents a significant portion of the market. However, they are among the most financially stressed generations of all time, with 48% reporting feeling this extreme stress daily. Many are still living at home, navigating adulthood much later than previous generations, and often turning to side hustles to make ends meet. This pragmatic approach to finances reflects their reality: Brands are simply not helping this feeling of inadequacy…they feel like they’re falling behind, and the pressure to catch up is insurmountable and palpable.

Instead of chasing material possessions or fleeting trends, Gen Z prioritizes experiences that enrich their lives and foster genuine connections. They value inclusivity alongside individuality and long for brands that recognize them for who they truly are, rather than who they are expected to be. In a modern landscape that often feels transactional and shallow, they seek support, guidance, and authenticity from brands, rather than mere expectations of disposable income that is often not available.

The youth are labelled many things… but they are not the lazy or brand-obsessed consumers some stereotypes suggest; instead, they are pragmatic and socially conscious, prioritizing values over trends. Many actively oppose fast fashion and champion social causes like Black Lives Matter and climate change, demonstrating their commitment to meaningful change. They desire engagement with brands that reflect their individuality and aspirations, not those that simply commodify their identities.

Moreover, while 84% of Gen Z wants to connect with like-minded individuals, nearly half feel their online personas don’t reflect their true selves. This disconnect underscores the urgent need for brands to embrace raw authenticity and go back to basics.

Let’s stop CONning them with outdated advertising strategies, premium-priced products and superficial influencers who they simply do not trust, nor want to attach themselves to. Instead, brands must engage authentically, recognizing the power of the PROsumer.

It’s time to invest in meaningful relationships that reflect their aspirations and needs, rather than perpetuating a transactional model that no longer resonates!

 Let’s try give the youth what they want. Instead, brands need to:

      Cut the fluff and go back to basics.

      Be raw and real, allow the youth to be the voice of your advertising.

      Offer genuine prices, not premiums they can’t afford.

      Invest where it truly counts.

      Support social and community initiatives that align with their values.

      Prioritise authenticity by using real people as influencers, not celebrities.

      Establish mentorship programs that guide them in their personal and professional journeys.

      Cut the bots, keep a real conversation going with them!

This is about celebrating the raw reality of today’s youth and supporting them in ways that truly matter, rather than selling them yet another empty promise. They are tired and fed up.

 The landscape is no longer shifting, it has shifted and it’s essential for brands to adapt by prioritising authenticity, inclusivity, and real connection. By creating spaces for open dialogue, brands can continuously learn from and engage with the youth they aim to serve.

This is not about tricking them into spending; it’s about meeting them where they are, helping them navigate their challenges, and celebrating their journeys. empowering them rather than treating them as mere consumers.

 The youth are desperate to be seen, heard, and supported.

Let’s stop trivialising their experiences and start honouring their real, and their reality.

Rawness is real, and they want REAL.

Written by,

Jessica Lyne
YDx Research Analyst