They are the millennials, those born between 1982 and 2002. This generation has overtaken baby boomers in terms of population size, and theirs is a market no business can afford to ignore. Sylvester Chauke, founder of DNA Brand Architects, said millennials were at the heart of the South African economy in terms of market size and revenue growth opportunities. "Almost half of South Africa's population is under the age of 25 and the most recent annual spend for consumers aged eight to 23 is estimated at R140-billion a year." These are tough customers. Lebo Motshegoa, MD of research and marketing firm Foshizi, said millennials were not easily impressed that companies might have spent millions making an advert to target them, or were working hard behind the scenes to bring them a product. "Millennials can see you coming, that you are talking to them as a target market. While they know that buying your product keeps you in business, they ask themselves what is in it for them, thus impact...

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