Trends and insights from the youth market were in the spotlight at the 2017 Sunday Times Generation Next youth marketing conference, which took place on May 11 at the Sandton Convention Centre. The annual conference has become an important event for marketers and advertisers who want to get to grips with the challenging and often difficult-to-read youth market. The day kicked off with a welcome from Sunday Times editor Bongani Siqoko. After that, Catherine Bothma, MD of HDI Youth Marketeers – the agency that conducts the annual study – provided an overview of the key findings in terms of lifestyle, behaviour and culture in the youth market. The study, which divides respondents into children, teens and young adults, revealed a strong affiliation for family and religion across all three groups. Bothma outlined what she terms the “10 commandments of marketing to the youth”, highlighting the most important as honesty and authenticity, availability and accessibility, and providing gifts ...

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