Behind the emoji: Looking beneath the surface of youth marketing
Technology is exposing young people to so much more than ever before. As the youth market becomes more exposed to conspiracy theories, fake news and online propaganda, and increasingly measure their self-worth by the reception they receive on social media, it becomes the responsibility of marketers to truly understand what makes this generation tick and how best to serve them.
A recent online Sunday Times GenNext digital conversation, in partnership with Yellowwood and Gautrain, discussed how brands can ensure they’re relatable, authentic and trusted by young South Africans, by building marketing campaigns that are engaging, sincere and approachable...
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