Size, Spend And Influence: With 64% of South Africa's population under the age of 34, controlling a combined spending power of R303 billion, these generations are the largest and most impactful to date, influencing not only their families but society as a whole.

Importance Of Family: Gen Zs and Millennials place family at the centre of their lives, valuing quality time and remaining close-knit.
• 61% of individuals aged 18 to 34 are still living with a family member.
• These generations play a crucial role in family decision-making, with 14% contributing financially and 13% covering household bills and expenses.

Changing Decision-Making Process: There has been a major shift: Younger generations are shifting away from a traditional, linear decision-making journey. Instead, their consumer journey is becoming more cyclical, almost like a “spider-web” - dynamic and interconnected.
• They don't just consume brands: they critique and advocate for them.
• These youth ProSumers are powerful ambassadors, with 64% of young adults likely to leave a negative review or cancel a product or service they are dissatisfied with.

Authenticity Seekers: In a world full of scams, fakes, and uncertainty, younger generations actively seek genuine and truthful interactions in every aspect of their lives.

Extreme Sceptics: 60% of Gen Z believe most people cannot be trusted, making authenticity key to building trust. They want to engage with people and brands that are real, honest, and transparent.

Different Brand Expectations: These generations have higher expectations from brands, constantly questioning the status quo and challenging companies to think outside the box.

Youth Potential: These generations are critical to your brand’s success, accounting for 64% of South Africa’s population. They control a massive R303 billion in annual spending and serve as trendsetters and catalysts for change, influencing not only their families but entire communities.

Different Generations: Younger generations are loosely made up of:
Millennials: 27 – 39 year olds | Gen Zs: 13 – 25/6 year olds | Alpha Generation: under 12 year olds 

Self-reliance: These generations have mastered the art of filtering information and multitasking intuitively. 91% trust themselves for information, making decisions based on a mix of self-research, word of mouth, recommendations, and reviews. This requires a range of tailored approaches to engage with them effectively.

Importance of Values: They demand authenticity, open dialogue, transparency, honesty, accountability, and the right to individuality. With 90% of young adults supporting a brand that mirrors their values, this calls for brands to speak with more emotion, realness and rawness.

Different Perspectives: Highly creative and collaborative, these generations are adaptable and open-minded. They question the status quo, view the world through fresh lenses, and expect brands to meet them where they are - with new ideas, collaboration and innovative solutions.

Brand Ambassadors: 90% of young adults are likely to recommend a product or service they like, and 78% rely on customer reviews before making a purchase. This highlights the importance of collaborating with the youth, rather than simply marketing at them.

The traditional “one-size-fits-all” marketing approach no longer resonates with youth. At YDx, we dive deeper into understanding the youth consumer by exploring their distinct sub-segments, akin to peeling back the layers of an onion.

Foundational Understanding Across Generations: We begin by building a strong understanding of the broader Millennial, Gen Z, and Alpha generations, looking into:
• Social, cognitive, and emotional developmental stages
• Insights informed by psychology and youth behaviour research

Segmenting Youth Beyond Age: Instead of relying solely on age, we explore youth across life stages, identifying how each stage interacts with the world. We focus on:
• Early Teens
• Mature Teens
• Students
• Entry Workers
• Established Workers

Key Societal Influencers: Our research recognizes the importance of societal factors that shape youth behaviour and decision-making, including:
• Education & Employment Status
• Digitisation Levels
• Localisation (contextual influences based on geography)
• Responsibility & Decision-Making

20+ Years of Insights: Beyond the Basics
Drawing from over 20 years of youth-specific research, we layer a wealth of insights that include:
• Lifestyle preferences
• Pain points & stressors
• Behaviours, attitudes & motivations
•  Emerging needs and expectations