This year’s Gen Next study, conducted by HDI Youth Consultancy, identified a number of trends in the youth market space that marketers need to be aware of or risk being disrupted. The trends include the rise of voice technology-enabled devices such as phones, smart speakers, cars and even microwaves and toilets, primarily powered by voice assistants like Alexa, Google Assistant and Siri.

At the Sunday Times Gen Next conference held in Sandton last week, HDI CEO Bongani Chinkanda said the explosion of voice-enabled devices – and the growing comfort of consumers to talk to digital devices – will result in a paradigm shift from a mobile-first mind-set to a voice-first mind-set, requiring marketers to re-think how they build brand experiences with voice as a primary touchpoint.

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