This year saw the Sunday Times GenNext movement deliver insights into youth brand preference and behaviour for the 19th year. The coolest brands, according to South Africa’s youth, were announced at this year’s annual Sunday Times GenNext Awards, held in Melrose Arch, Johannesburg on 20 September 2023.
The Sunday Times GenNext survey is considered the leading barometer of what South Africa’s youth find on-trend and inspirational and delivers insights that are valued by brand management, advertising, and marketing professionals.
Started in 2004, the Sunday Times GenNext study, remains the leading annual youth brand preference and consumer behaviour survey. The survey has been enhanced by the Yellowwood, a marketing strategy consultancy. It consists of the Sunday Times GenNext “coolest brands” survey as well as youth behaviour report reaching over 12 000 youths aged 8 to 30 years.
Mercedes-Benz South Africa is proud to have won the category of Coolest Motor Vehicle Brand as in the 2023 Sunday Times GenNext awards. Friend of the brand, Siya Kolisi was awarded Coolest Local Sportsperson.
“Clearly, understanding the brand decisions of the youth will be critical to future business success,” says Pule Molebeledi, Acting CEO at Arena Holdings, which owns and manages the Sunday Times GenNext brand.