The 2022 GenNext Report

The GenNext Report is an in-depth look at what drives youth behaviour and how brands can respond. It’s based on a survey of more than 13 000 young South Africans and offers an uncommon look into their desires and relationships with brands. Find out what we uncovered in our 18th edition. . .

What value does the report offer your business?

What value does the report offer your business?

  • The youth are not the buyers of tomorrow, they’re already influencing the market today.
  • They are a sizeable portion of the population and are they set trends in retail, media and online. 
  • They’re a vocal cohort with the power to influence society.
  • The report is the largest survey of South African youth.
What is the GenNext study?

What is the GenNext study?

The GenNext study comprises two reports – the Brand Preference Report and the GenNext Youth Behaviour Report.

The Brand Preference Report, in conjunction with Sunday Times, is where we poll the opinions of young people to determine which brands rise to the top as the coolest. We survey a total of 5 900 young people.

Yellowwood has adapted the GenNext Youth Behaviour Report to provide strategic direction for targeted growth in this audience by understanding behavioural and category dynamics. We surveyed 13 000 young people for this study.

Essentially, the GenNext Youth Behaviour Report seeks to answer the question:

How do you need to think differently about South Africa’s Youth to drive your brand’s growth?