Keeping up with the millennials
A new survey finds that SA millennials are unimpressed by politics and are ‘issue savvy’ when it comes to brand engagement — but this is probably also related to their having less disposable income
Unemployment and slow economic growth are the two biggest worries of SA’s millennial generation. Next are racial tension, climate change and terrorism/security. This is the top line of a new survey — "Keeping up with the millennials" — by brand agency Space. Aged 20-34, millennials make up 25% of the population; conventional wisdom has it that they are self-centred, ambitious and think and act in groups. As "good strategy is always based on good data," says Morné Ebersohn, Space’s director of operations, the study will "enable marketers to make more informed decisions when targeting the youth market". The online survey focused on 500 respondents and their attitudes to politics, social inequality, debt and taxes. It also looked at their propensity to use social media and the role of technology in their lives. Under the heading "The struggle is real" almost 75% said they were worried about the state of the economy, with over 30% claiming they keep up to date with economic developments...
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