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As the year kicks off in earnest, HDI’s Reamogetse “Gee” Motsepe and Lara Petersen have sifted through the trendcasts to highlight the top six youth trends for 2016.
The move from armchair activists to active activists
Since 2010 we’ve seen the rise of the Armchair Activists, who showed their support for a cause through a simple post and/or hashtag (cast your mind back to #bringbackourgirls and #nkandla).
However, the close of 2015 saw the stirrings of something much more dramatic: the rise of the “fall” movement across the country. South Africa was jolted from an impression of our youth as “complacent” and “de-politicised” as they quickly mobilised. Bums were off armchairs as impassioned students from all walks of life stomped the streets together, demanding that #feesmustfall, which later triggered the #zumamustfall march.
This year, youth won’t be silenced and they won’t be passive. Keep your promises, or expect consequences!
The rise and rise of the SIP
Screen star, who? 2016 sees the rising influence of the Socially Important Person. The democratisation of fame through social media has created new career opportunities, from full-time blogging to digital influencing for cash. Instapreneurs too make their debut – young people who are creating their own personal brand of cool on Instagram. The platform continues to surge past other social media mainstays (it more than doubled its South African users, from 1.1m in 2014 to 2.68m in 2015, 90% of whom are under 35).
Screen and music stars are no longer the pinnacle of influence on youth, who now seek more authentic and accessible inspiration from SIPs, whether it’s for fashion, make-up, food, travel or fitness. Peers are the word.
Uber-connected
HDI Youth Marketeers refers to mobile phones as the youth’s third kidney. They can’t live without them (and check them every five minutes). Besides addictive social media platforms, convenience apps are making phones “indispensible”. For young city-slickers, never before has it been easier (and cooler) to not drink and drive, thanks to Uber, while finding the best restaurant to grab some chow is a click away on Zomato. The new Discovery Vitality app gamifies and incentivises fitness goals with free smoothies and coffees (students don’t say no to freebies) – subscribers are already exercising 25% more!
Want the youth’s attention? Give them an app that makes their life easier (and/or better and/or cheaper).
Doing good is now really good for business
Community investment works for the majority of SA youth. This discerning market knows what they need and where they come from. If brands and corporates touch on that need, they are viewed as responsible and caring.
They might be young, but they’re spirited and big-hearted. When it comes to good business, our youth believe in giving and receiving.
Freebies
Freebies are an increasing trend for youth across the world. This is especially true of teens and young adults who are getting an allowance or working for themselves – they now know the value of money.
Young people are very conscious of their spending patterns. According to the Sunday Times Generation Next 2015 survey, South Africa’s youth spend more than R121bn a year but affordability remains an important consideration. One of the best examples is BlackBerry’s BIS, which offered great value for R60 a month with free Internet, free social media and free instant messaging. Once data charges were introduced, popularity plummeted and market share was immediately lost to the likes of Samsung and Apple.
Cheap is good, value for money is very good, and free is great!
Kids’ craze
In 2015, the nationwide craze that got kids asking their parents to go to their nearest Pick n Pay to spend another R150 got Stickees into the hands of children and the major metropoles went mad. Pick n Pay reported a turnover increase of 8.5% in the months during which the campaign ran.
Globally, retailers are starting to pick up on this kids’ craze trend. This year another retailer or corporate will come up with a new approach to grab South Africa’s kids and release a storm of pester power again.
Support our award-winning journalism. The Premium package (digital only) is R30 for the first month and thereafter you pay R129 p/m now ad-free for all subscribers.
HDI Youth Marketeers top youth trends for 2016
As the year kicks off in earnest, HDI’s Reamogetse “Gee” Motsepe and Lara Petersen have sifted through the trendcasts to highlight the top six youth trends for 2016.
The move from armchair activists to active activists
Since 2010 we’ve seen the rise of the Armchair Activists, who showed their support for a cause through a simple post and/or hashtag (cast your mind back to #bringbackourgirls and #nkandla).
However, the close of 2015 saw the stirrings of something much more dramatic: the rise of the “fall” movement across the country. South Africa was jolted from an impression of our youth as “complacent” and “de-politicised” as they quickly mobilised. Bums were off armchairs as impassioned students from all walks of life stomped the streets together, demanding that #feesmustfall, which later triggered the #zumamustfall march.
This year, youth won’t be silenced and they won’t be passive. Keep your promises, or expect consequences!
The rise and rise of the SIP
Screen star, who? 2016 sees the rising influence of the Socially Important Person. The democratisation of fame through social media has created new career opportunities, from full-time blogging to digital influencing for cash. Instapreneurs too make their debut – young people who are creating their own personal brand of cool on Instagram. The platform continues to surge past other social media mainstays (it more than doubled its South African users, from 1.1m in 2014 to 2.68m in 2015, 90% of whom are under 35).
Screen and music stars are no longer the pinnacle of influence on youth, who now seek more authentic and accessible inspiration from SIPs, whether it’s for fashion, make-up, food, travel or fitness. Peers are the word.
Uber-connected
HDI Youth Marketeers refers to mobile phones as the youth’s third kidney. They can’t live without them (and check them every five minutes). Besides addictive social media platforms, convenience apps are making phones “indispensible”. For young city-slickers, never before has it been easier (and cooler) to not drink and drive, thanks to Uber, while finding the best restaurant to grab some chow is a click away on Zomato. The new Discovery Vitality app gamifies and incentivises fitness goals with free smoothies and coffees (students don’t say no to freebies) – subscribers are already exercising 25% more!
Want the youth’s attention? Give them an app that makes their life easier (and/or better and/or cheaper).
Doing good is now really good for business
Community investment works for the majority of SA youth. This discerning market knows what they need and where they come from. If brands and corporates touch on that need, they are viewed as responsible and caring.
They might be young, but they’re spirited and big-hearted. When it comes to good business, our youth believe in giving and receiving.
Freebies
Freebies are an increasing trend for youth across the world. This is especially true of teens and young adults who are getting an allowance or working for themselves – they now know the value of money.
Young people are very conscious of their spending patterns. According to the Sunday Times Generation Next 2015 survey, South Africa’s youth spend more than R121bn a year but affordability remains an important consideration. One of the best examples is BlackBerry’s BIS, which offered great value for R60 a month with free Internet, free social media and free instant messaging. Once data charges were introduced, popularity plummeted and market share was immediately lost to the likes of Samsung and Apple.
Cheap is good, value for money is very good, and free is great!
Kids’ craze
In 2015, the nationwide craze that got kids asking their parents to go to their nearest Pick n Pay to spend another R150 got Stickees into the hands of children and the major metropoles went mad. Pick n Pay reported a turnover increase of 8.5% in the months during which the campaign ran.
Globally, retailers are starting to pick up on this kids’ craze trend. This year another retailer or corporate will come up with a new approach to grab South Africa’s kids and release a storm of pester power again.
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Published by Arena Holdings and distributed with the Financial Mail on the last Thursday of every month except December and January.