Trend Youth investigates key trends relating to young South African consumers (aged between seven and 24 years old), indicating the way forward for marketers wishing to reach this market.
Comparing and contrasting South African and global youth trends, the project explores the importance of brands in the creation of identity at various developmental stages.
Young adults are now more open to innovation and change than any previous generation. They are at the cutting edge of new trends which are often eventually absorbed into the mainstream. There is a continual need to keep abreast of the shifting attitudes and behaviour patterns in this fast-changing market, particularly as conventional advertising communication methods lose effectiveness.