SA’s young people – those aged below 35 years – make up 66% of the country’s population. Yet there are significant differences within this market; the experiences and outlook of a 20 year old versus that of a 35 year old are not the same. Segmenting markets is becoming more complicated for marketers and if they are to secure a long-term future for their businesses it’s crucial for brands to understand these segments. Segmenting customers in a country as unequal and diverse as SA is far from simple. In addition, the pace of technology and social change over the past 20 years, together with the country’s political history, adds a unique perspective to generational dynamics. And that’s without even considering the different perspectives you might find in a village in KwaZulu Natal, a suburb in Cape Town and a township in Gauteng. To better understand young South Africans, we analysed GfK data and gleaned some interesting differences and similarities between “centennials” (those aged 21...

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