The Sunday Times GenNext event, now in its 17th year, is the leading annual youth brand preference and consumer behavior event.

Specialist youth agency HDI Youth Consultancy merged with leading business and marketing strategy consultancy, Yellowwood.

HDI had run the GenNext youth survey for the last 16 years, providing meaningful insights into the minds of South African youth. Now all youth capabilities including the annually anticipated 2021 Sunday Times GenNext youth survey will be enhanced by the strategic might of Yellowwood.

Housed within the award-winning collective of TBWA, the merged entity is geared to maximise insights covering the full spectrum of the South African youth market.

The 2021 results of the survey conducted by Yellowwood are particularly relevant to brands and advertisers, with the Sunday Times GenNext Youth Marketing Online Webinar Series, Digital Activations and Online Awards attracting the attendance of South Africa’s leading business minds and marketers.

With 2021 still being a little unpredictable, Sunday Times GenNext has reflected on strategic priorities and are embracing resilience strategies to protect against marketing disruption and to retain and captivate the youth by keeping things advancing forward, in a digitised format.