Research has revealed that a new age group is taking centre stage – and it’s no longer millennials. Those born since 1993 have their own world views, beliefs and aspirations, and are called centennials by Student Village in its “Youth Culture Report”, a national study the company recently presented. This is a market that brands should be targeting, says the report, but brands need to learn how to be relevant in the lives of individuals aged between 18 and 24. The report debunks a number of beliefs about this generation, based on research that was undertaken in urban centres across Johannesburg, Durban and Cape Town, over three months. Millennials are getting older and can no longer be considered the youth market. Centennials are the latest youth group, and are defined by the fact that they were born into the digital age. As digital natives, they’re always connected – to them the web is an extension of themselves, something that has always been there and is simply a means of communic...

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