SA millennials different from the global cohortOverall, South African millennials, who make up nearly half of South African adults, manifest differently from the global cohort. Source: Mirko Vitali 123rf Overall, South African millennials, who make up nearly half of South African adults, manifest differently from the global cohort Locally the big opportunity here for brands is to demonstrate how they are solving the complex set of socioeconomic and personal challenges this audience faces. Those that can demonstrate a full understanding of these challenges matched with a precise positioning that they consistently deliver on, will be the brands that achieve sustained success amongst this audience. An important audience for marketers to understandA data-led analysis, Millennials: Fact or Fiction, from M&C Saatchi Group South Africa, is a report of key insights for leaders as they look to connect with this generation, which is undoubtedly one of, if not the, most important audience for marketers to understand. Diana Springer, chief data and intelligence officer at M&C Saatchi Group South Africa comments that in the local market, where the median age is 27, with more than 70% of the population is younger than 40 years old, millennials are an important audience in the growth conversation. “We cannot forget about our millennials. Localised insights matter and as economically active citizens in the country, with ages currently ranging from 23 to 41 years, millennials are market makers and shapers. "And gaining this knowledge is particularly urgent during economically constrained conditions when consumer disposable income is under significant pressure,” she says. Four quadrants: family, money, environment, and politics The research filters fact from fiction in four quadrants: family, money, environment, and politics. "We sought to quantify the millennial opportunity because beyond economics, these are the parents and guardians of the future generation," adds Springer.
Millennials: Fact or Fiction was generated in participation with Fluency, M&C Saatchi’s global data consultancy and South Africa’s leading customer analytics company Eighty20 with whom M&C Saatchi have formed an official partnership to bring more data fluent strategies and decisions to clients. |