Source: © 123rf 123rf The 20th edition of the Sunday Times GenNext Awards winners have been announced
Apart from being celebrated as the Coolest Brand Overall, BMW was also awarded as the winner in the Coolest Company To Work For, and Coolest Motor Vehicle Brand categories.
Nike was awarded as the Coolest Clothing Brand, the Coolest Clothing Store, and the Coolest Show/Footwear Brand.
Other brands that ranked in the top ten overall include Apple, Samsung, Puma, Netflix, Gucci, Redbat and Jordan.
The annual Sunday Times GenNext Survey, conducted by Yellowwood, is considered the leading barometer of what South Africa’s youth find on-trend and aspirational and annnlunced its winners across 69 categories in Johannesburg on 18 November 2024.
The survey polled 7,200 youths aged 8 to 30 years old, to deliver insights that are valued by brand management, advertising and marketing professionals alike.
In addition to evaluating consumer brand perception, the survey also measures celebrity brand perception.
This year, Grammy-winner Tyla received the nod as the Coolest Local Celebrity.
DJ Fresh was announced as the Coolest Local Radio Personality.
Springbok Rugby captain Siya Kolisi was once again awarded as the Coolest Local Sportsperson, while MacG was also again awarded as the Coolest Local Online Influencer.
Lyndon Barends, managing director of Arena Holdings which commissions the Sunday Times GenNext Survey believes the research is increasingly relevant for brands looking to tap into the buying power of young income-earners and consumers of tomorrow.
“Successful brand marketing is increasingly data-driven, and being able to add another data point specifically focused on youth sentiment adds value when it comes to brand positioning and campaign planning. We’re proud to deliver these key industry insights to advertisers,” says Barends.
Lesego Kotane, managing director of Yellowwood says while advancements in technology and connectivity have propelled us forward, systemic challenges remain significant barriers for many young South Africans.
“And yet, amidst these obstacles, our youth consistently demonstrate an inspiring blend of resilience, ambition, and optimism—a reminder of their ability to shape a brighter future and of the responsibility institutions share in supporting and creating pathways for them.”
He adds that there are some valuable insights in the youth behaviour report that uncover some of these perspectives.
The results of the 2024 Sunday Times GenNext Survey will be published in the Sunday Times on 24 November 2024.
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