‘‘Access to social networks and crisis
mapping technologies such as Ushahidi
have given them a platform for selfexpression and civic participation that
has impacted elections, governance and
accountability.’’
Described as screenagers and the
first tribe of true digital natives,
today’s youth are always connected
and always on. To many, traditional
marketing channels are so old
school. Why watch TV when you
can download off the internet? Why
buy magazines when you can get the
content online and for free? Plus you
can engage with it in ways that you
can’t with traditional media.
from poverty).
There exists a hustling mentality
and when you talk to the youth, you
hear responses like ‘I am a student
at university but also sell Mitumba
clothes to my friends’; ‘I am studying
computer science. In the village I
keep rabbits for sale’.
They want to control their economic
future and realize they cannot rely
on the government’s promise of jobs.
A US study suggests that today’s
youth are smarter, safer, more mature They tend to take more risks than
and want to make the world a better their older counterparts and are
place. UK studies say this generation more likely to challenge norms and
is tolerant and broad-minded with a sociopolitical processes that hinder
economic development.
global and multicultural view.
South African youth say issues like
environment, health and community
are incr easing in importance.
Internship era has arrived, with
bursaries and learner-ships identified
as desired community development
programs. Brands engaging on these
platforms are seen to build better
equity and empower the youth to
make an impact on their world.
The youth want to please their
parents but fit in with their peer
group simultaneously. Teens in
particular want to stand out from the
crowd with whatever they can use
to put them ahead and brands can
help the youth fit in yet ‘stand out’
in a way that elevates their social
standing.
Studies we’ve done in African
countries show young Africans are
ambitious and want education to
fuel their ambitions. They aspire
towards a college or university
education to secure a good
profession (that safeguards them
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Fear of failure lurks and there’s a
constant battle to ensure they do not
fall into the ugly jaws of poverty. A
study in Kenya and the DRC reveals
their top fears include poor health,
AIDS, unemployment, and poverty
or poor living standards.
What do they spend their money
on? A youth study we did in Kenya
shows: 46% airtime, 25% food, 4%
clothing, 4% personal effects, 3% soft
drinks, 2% savings, 2 % stationery,
2% cosmetics.
Where do they play on the net? 85%
social networks, 54% entertainment
(gaming, music etc), 37% emails and
21% viewing job information or job
searching.
The digital revolution has had a
profound change on advertising.
Youth advertising is more about
connecting with them and not just
communicating to them. Successful
youth brands have an association
with key passion points for youth:
technology, gaming, music, sports
and fashion. Social media, events
and sponsorships are great platforms
to connect (and empower them).
Brands wanting to engage with
the youth should hang out in their
world, on their terms, and need to be
more than a product. Youth brands
should be rewarding and reciprocal.
They need to be part of their lives
and identities and amplify what they