Gen Z marketing is no longer a trend—it’s a transformation. As South Africans aged 18–34 continue to dominate cultural conversations, their preferences, expectations, and values are reshaping the strategies brands use to connect, communicate, and convert.
YouGov Profiles data reveals how this age group is impacting advertising norms—not just with what they want to see, but how they want to feel. This blog explores the core findings and offers actionable insights for marketers navigating a landscape now led by authenticity, activism, and digital relevance.
Why Youth Matters in Marketing Strategy
Millennials and Gen Z are the engine behind cultural momentum and spending power. In South Africa, this group represents over 10 million connected consumers who:
- Expect transparency.
- Celebrate diversity.
- Demand action from brands.
And most importantly? They’re highly attuned to inauthentic marketing.
Key Trends Driving Youth Marketing Influence
- Real Representation Wins Attention
71% of youth say they like seeing real-looking people in advertisements. This shows a stronger demand among young South Africans for authenticity over airbrushed perfection.
Insight: The polished, overproduced ad is losing its shine. Raw, relatable, diverse content resonates more deeply with youth audiences.
- Youth Engage With Ads Across Unexpected Touchpoints
Around 70% of young consumers notice ads in unexpected, real-world locations like airports and outdoor spaces, on par with or even above general population averages. Importantly, 68% say they’re especially drawn to billboards that feature dynamic, real-time content. This reveals a clear trend: younger audiences aren’t avoiding ads—they’re engaging with tech-driven, contextually relevant messaging that meets them where they are.
- Brand Activism Must Be Backed by Action
68% of youth prefer brands that get involved in social issues.
Aligning to the national average, this represents a majority. For youth, activism must feel intentional and supported by real initiatives, not just seasonal campaigns.
- Freedom of Expression Over Brand Conservatism
67% believe companies should be free to express opinions, even on polarising topics.
This supports the idea that silence is not neutral. Brands are being challenged to stand for something or risk being seen as outdated or indifferent.
How Youth Compare to the General Public
Across the board, South African youth mirror or exceed national averages in areas like:
- Noticing creative advertising formats.
- Wanting real representation.
- Supporting brand activism.
However, they diverge when it comes to how they want brands to behave, calling for a shift away from traditional campaigns toward culturally engaged, responsive, and human-first marketing.
The Future of Youth Marketing: Strategic Takeaways
To win with youth audiences, brands must now pivot from transactional marketing to transformational messaging. Here’s how:
- Elevate Representation
- Cast real people, not idealised models.
- Showcase diversity in body type, gender identity, and life experience.
- Embrace Experiential, Not Just Digital
- Youth are aware of ads in places you wouldn’t expect—airports, festivals, taxis.
- Focus on real-world visibility through immersive brand presence.
- Stay Current, Stay Moving
- Integrate real-time content into DOOH and social media.
- Make use of motion, storylines, and contextual triggers.
- Align with Purpose and Prove It
- Partner with causes and communities long-term.
- Make social change measurable and visible.
- Be Brave, Not Bland
- Express opinions on key issues when they align with your brand.
- Silence can erode trust faster than making the wrong statement.
Conclusion
South African youth are more than just a demographic—they’re a catalyst for a new kind of marketing. One rooted in realness, relevance, and responsibility. Brands that want to thrive must stop targeting youth and start collaborating with them on values, on visibility, and on vision.
Because when young consumers feel seen, heard, and respected, they don’t just engage—they advocate.
Methodology:
Profiles: Segmentation and media planning tool. With data collected daily, YouGov Profiles gives you the power to build and customise a portrait of your consumers’ world.
Dataset: South Africa: 2025-05-11
Population: South African adults with access to the internet, aged 18-34
Sample size: n=1004
