Today’s youth audiences choose to engage with media platforms that provide them with useful content that adds value to their everyday lives. As a result, authentic content has become an important connection between brands and the youth and is ultimately the deciding factor in terms of whether a brand remains relevant in their lives.

These were some of the observations from a panel discussion, moderated by CliffCentral’s Siya Sangweni, that took place at the Sunday Times Generation Next Conference last week in Johannesburg.

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