Keeping track of how youth interact with and respond to brands is an ongoing process. Started in 2004, the Sunday Times GenNext study, remains the leading annual youth brand preference and consumer behaviour survey. The survey will be enhanced by the strategic might of Yellowwood.
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. Results of this poll are released in the Sunday Times annually, and it culminates in an Awards event that recognises the coolest brands and celebrities. The GenNext youth behaviour report outlining category and behavioural drivers to help brands drive sustainable business results will be available for purchase from Yellowwood.