Speak to me Don’t Speak at me…I’m an influencer, loyal to only me…

This is exactly how the Youth of today feel especially millennials.  The recent Sunday Times Generation Next survey, painted an unexpected picture, which is a departure away from the expected and usual suspects. Who would have thought that #Toyota will not be rated in the top five coolest car brands?  Instead the respondents raised the aspirational bar and included brands like #RangeRover (ranked 4^th) and #Jaguar (ranked 5^th).  These brands are no longer reserved for the metropolitan and affluent areas, but visible in their immediate surroundings and areas where they converge.

#Nike as we know is the overall coolest brand according to the results; with #Samsung in a surprise third position.  BMW is fifth in this category as the only motor vehicle brand, but second in its own category.  Interesting! #CellC has done well with their second position in the telco providers section.  Impressive, especially if one cast your memory back to how this section was dominated by the two big mobile providers and the legacy of the #Telkom brand.

#Wits was ranked fourth overall in the university section by the respondents; they feel that #UCT is the coolest amongst the tertiary institutions. The picture will be different for the adult market as seen previously in other studies. Generation Next are keen readers and lovers of #DailySun as their coolest daily newspaper of choice.  Again, unexpected and mirrors the findings of the adult studies.  They probably access the publication via their parents who are keen readers and loyal daily consumers.

Despite his controversy, #ChrisBrown was rated second coolest in the international celebrity section. #Ronaldo took the top spot in this category.  #TrevorNoah is their local male celebrity of choice as the coolest and #Lira is in fifth position in the local female celebrity category as outlined in the findings.  A new comer to the shopping malls section is #mallofafrica in second position and #Rosebank was rated fifth coolest mall.

The reality TV shows section was made up of four pay-channel programmes, which is an indication that more people are able to afford #DSTV compared to a decade ago. Only #SAGotTalent was mentioned in this category which is broadcasted on #ETV.  They were ranked fourth coolest reality TV show.  The respondents still believe #SAA is the coolest airline and ranked them as their airline of choice.

Favourite soaps were also interesting with the new comers making their presence felt.  #Uzalo was rated the coolest and #7delaan ranked fourth in this category.

Brands who still underestimate the influence, buying-power, flexible loyalty and highly educated Youth market will realise their importance on their bottom line when they fall out of favour with this segment of the market. Also, the impact of social media with regards to whether your brand is hip, cool, relevant, current, worth sharing and able to appeal and connect with me in a language that I understand, tolerate and accept.  Speak to me and not at me…we create hashtag moments!