Our South African youth are the largest and most influential our country has yet seen. They are responsible for the change that is to come. Our responsibility is to ensure that they are not misunderstood by today’s brands and services.
YDx is here to help make sure you engage with them in a way that is both impactful and meaningful.
The youth of South Africa are the most dominant and impactful market in the country and engage with the world on their own terms.
•
Working together with YDx you can learn to understand the Gen Z’s (under 22), Millennials (23 to mid/late 30s), and the family dynamic in which they exist.
•
In South Africa we have close to 38 million people under the age of 35. This makes our youth a powerhouse in terms of size, spending power, and influence.
•
Our youth perceive and engage with the world in a unique manner. They hold brands and services to a whole new set of expectations.
•
The youth are not only today’s consumers but also hold the blueprint to consumption and expectation of tomorrow.
Both of these generations boast unique psychographic traits that display just how uniquely they perceive and engage with their world.
•
Gen Z is following closely in the path forged by Millennials albeit they hold certain unique characteristics.
•
Millennials and Gen Zs are open to new possibilities and both lean towards creativity, connecting, and collaborating.
•
They have mastered the art of filtering information, multi-task intuitively, mind map individual journeys, and are driven by peer review.
•
Both generations demand open dialogue, transparency, accountability, and the right to be an individual.
Within these generations, we find further segments which are differentiated by development stages and lifestyle positionings.
•
While each individual undergoes their own development fuelled by a multitude of factors, we also find strongly associated clustering that identifies 8 separate youth segments.
•
The 8 key Youth Segments we at YDx have identified are:
Early Childhood • Children • Tweens • Early Teens • Mature Teens • Students • Entry Workers, and • Established Workers
•
Each Youth Segment has its own particular emotional, cognitive, and social positioning.
•
Each segment also has its own unique expectations of brands and services.
The youth of South Africa are the most dominant and impactful market in the country and engage with the world on their own terms.
•
Working together with YDx you can learn to understand the Gen Z’s (under 22), Millennials (23 to mid/late 30s), and the family dynamic in which they exist.
•
In South Africa we have close to 38 million people under the age of 35. This makes our youth a powerhouse in terms of size, spending power, and influence.
•
Our youth perceive and engage with the world in a unique manner. They hold brands and services to a whole new set of expectations.
•
The youth are not only today’s consumers but also hold the blueprint to consumption and expectation of tomorrow.
Both of these generations boast unique psychographic traits that display just how uniquely they perceive and engage with their world.
•
Gen Z is following closely in the path forged by Millennials albeit they hold certain unique characteristics.
•
Millennials and Gen Zs are open to new possibilities and both lean towards creativity, connecting, and collaborating.
•
They have mastered the art of filtering information, multi-task intuitively, mind map individual journeys, and are driven by peer review.
•
Both generations demand open dialogue, transparency, accountability, and the right to be an individual.
Within these generations, we find further segments which are differentiated by development stages and lifestyle positionings.
•
While each individual undergoes their own development fuelled by a multitude of factors, we also find strongly associated clustering that identifies 8 separate youth segments.
•
The 8 key Youth Segments we at YDx have identified are:
Early Childhood • Children • Tweens • Early Teens • Mature Teens • Students • Entry Workers, and • Established Workers
•
Each Youth Segment has its own particular emotional, cognitive, and social positioning.
•
Each segment also has its own unique expectations of brands and services.
