Our articles, written by YDx Research Analyst Jessica Lyne, unpack real-time insights from our exclusive YDx panel. We explore relevant, timely topics that reveal the challenges, aspirations, and lived experiences of today’s youth. Passionate about representing their voices, we use these articles to shed light on this powerful generation and help industries connect with and understand the youth market.
February 2025
In an attempt to speak the language of today’s youth, industries often rely on “youthful” buzzwords. These terms are meant to make brands appear in tune with the generation they seek to engage. But do these buzzwords actually resonate with how youth see themselves? We asked our panel of youth to unpack what these words truly mean to them - and the results were both insightful and revealing, highlighting significant challenges in how brands communicate, or rather miscommunicate, with this generation…
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January 2025
As we step into 2025, it’s crucial to remember that the challenges faced by today’s youth aren’t something that stayed behind in 2024. If anything, those challenges have grown, and the urgency to address their needs is more pressing than ever. The reality is, while the calendar may have shifted, the issues that define this generation persist and evolve.
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January 2025
In our recent conversation with the Youth Matters panel, we explored the evolving landscape of ‘youth lingo,’ seeking to understand how today’s generation defines themselves and the language they use to navigate their realities.
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January 2025
South African youth are relentlessly trying to keep their finger on the pulse, they’re upskilling, adapting to rapidly evolving industries, and striving to meet the ever-changing demands of the job market. Yet, despite their tireless efforts, many graduates find themselves underprepared for the workforce.
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October 2024
As they attempt to navigate the chaotic landscape of modern life - marked by relentless academic and work pressures, increasingly blurred lines between the digital and real-world, as well as their uncertain futures - stress has evolved from a mere fleeting feeling into a heavy, omnipresent weight.
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October 2024
Growing up amidst a cacophony of global challenges – from climate change and systemic inequality to mental health crises and social justice movements – Gen Z has been shaped by an acute awareness of the world’s pressing problems and their engagement with these issues is often marked by a pronounced sense of “wokeness”.
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August 2024
In a world that has seen profound shifts in how we experience and interpret happiness. Gen Z, who we term the “One-Lifers”, stand out with a refreshing take on living life to its fullest…
In recent years, a notable shift has occurred among Gen Z, marking a departure from traditional substance-use as a means of coping or seeking heightened experiences.
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August 2024
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?
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July 2024
This is a long-awaited shift that we have been hopeful to see take shape in South Africa after 20 years of this misconception reigning strong amongst our youth. Finally, today's youth are pioneering a transformative shift in how they perceive learning, and in their subsequent journeys’ in reaching success.
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July 2024
Central to Gen Z’s identity and their daily interactions is their complex relationship with social media platforms. While the risks associated with social media are well-known and daunting, the prevailing assumption that its negatives outweigh the positives is challenged by Gen Z’s - who largely feel that the benefits make navigating the risks worthwhile.
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