The annual Sunday Times GenNext Survey, conducted by Yellowwood, is considered the leading barometer of what South Africa's youth find on-trend and aspirational. The survey polled 7 200 youths aged eight to 30, to deliver insights that are valued by brand management, advertising and marketing professionals alike, say the awards. 

Lyndon Barends, Managing Director of Arena Holdings which commissions the Sunday Times GenNext Survey believes the research is increasingly relevant for brands looking to tap into the buying power of young income-earners and consumers of tomorrow.

"Successful brand marketing is increasingly data-driven, and being able to add another data point specifically focused on youth sentiment adds value when it comes to brand positioning and campaign planning. We're proud to deliver these key industry insights to advertisers," says Barends.

Lesego Kotane, Managing Director of Yellowwood says, "While advancements in technology and connectivity have propelled us forward, systemic challenges remain significant barriers for many young South Africans. And yet, amidst these obstacles, our youth consistently demonstrate an inspiring blend of resilience, ambition and optimism — a reminder of their ability to shape a brighter future and of the responsibility institutions share in supporting and creating pathways for them. There are some valuable insights in the youth behaviour report that uncover some of these perspectives that we are incredibly excited to share with brands."

BMW has been announced as the Coolest Brand Overall in the 20th edition of the Sunday Times GenNext Awards. The awards say that Nike and Adidas were awarded second and third places respectively. 

Sunday Times says that apart from being celebrated as the Coolest Brand Overall, BMW was also awarded as the winner in the Coolest Company To Work For and Coolest Motor Vehicle Brand categories.

Nike was awarded the Coolest Clothing Brand, the Coolest Clothing Store and the Coolest Show / Footwear Brand, say the awards.

According to the Sunday Times, other brands that ranked in the top ten overall include:

  • Apple
  • Samsung
  • Puma
  • Netflix
  • Gucci
  • Redbat, and
  • Jordan.

In addition to evaluating consumer brand perception, the awards say that the survey also measures celebrity brand perception.

According to the Sunday Times, this year, Grammy-winner, Tyla received the nod as the Coolest Local Celebrity. DJ Fresh was announced as the Coolest Local Radio Personality. Springbok Rugby Captain Siya Kolisi was once again awarded as the Coolest Local Sportsperson, while MacG was also again awarded as the Coolest Local Online Influencer.

The awards conclude that the results of the 2024 Sunday Times GenNext Survey have been published in the Sunday Times on Sunday, 24 November.

For more information, visit www.timeslive.co.za. You can also follow the Sunday Times on Facebook, X or on Instagram. 
 
*Image courtesy of contributor