New category launches in the Sunday Times Gen Next Survey
A new category, the 25-30 age segment, will be included in the Sunday Times Gen Next Survey this year
The Sunday Times Gen Next Awards take place in June 2020. This year, a new category is launching, which will cover the 25- to 30-year-old age group and provide insights into this market as they enter a phase of “firsts” – the first time they buy a car or a home, invest in insurance or start a family.
Bongani Chinkanda, CEO of HDI Youth Marketeers, the company responsible for conducting the research that informs the Gen Next Survey, says the new category will add more value for clients, providing an assessment as to whether the work they are doing in this age group translates into conversion and ongoing consumption. For example, if a person opened an account with a particular bank as a teenager, will they continue to use that bank as they grow older? Ultimately, it answers questions around the “stickiness” of the work that a brand is doing. ..
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