Now in its 16th year, the Sunday Times Gen Next survey has kept brands on their toes when appealing to youth markets. The survey (which was completed pre covid-19) has revealed insights that need to be delved deeper into. 73% of millennials and Gen Zers are willing to spend more on a product if it comes from a socially and culturally conscious brand – and 81% expect transparency from what they’re buying.

With the awards only a few weeks away and brands facing the rapid evolution of consumer behavior and youth opinions, what will brands need to do to guide young audiences’ to judge information, products and services, with their heads (and hearts) to ultimately help the youth make informed buying choices?

Hear from some of our previous coolest brand winners on how they have appealed to the youth, remained relevant throughout the years and how they plan on creating brand longevity in a post pandemic world.