Instead of playing with soccer balls and dolls, Generation Z have grown up au fait with social networking and micro blogging sites such as Facebook and Mxit. This generation is interactive by nature, and doesn't view their communication with products, services or organisations as a passive experience, but rather as an opportunity to put their mark on whatever they use. These inquisitive and vigilant youngsters are South Africa's consumers of tomorrow.
Research shows that 64% of teenagers have engaged in some form of social media or content creation. Recent studies confirm that dominant traits within a generation are formed between the ages of 11-13 and for many teenagers it's at this age that they discover where their interests and priorities lie. Young South Africa represents more than 50% of our population, with their total spend estimated at a staggering R80.6 billion for 2008. The message to marketers is clear ? if a company or brand is not paying close attention to the way this future generation thinks and communicates, it's more than likely that they will fail to engage.
Making its mark as an early adopter, Hectic Nine-9, a magazine program produced by Okuhle Media, has developed an interactive 360° communication platform, encouraging tweens to contribute to show content via mobile technology as well as their popular interactive website, giving kids the power to influence production decisions and values. This method has yielded great results ? the show claims high audience ratings and has been categorised as the ‘top kids performance show' across all SABC channels.
“Tween audiences are incredibly unique”, comments Paula Wallace, the program's producer. “We are focused on what our audiences are doing and how they are communicating with each other. We've shaped our content on their views and opinions, instead of trying to make them to fit into our program. The audience grows daily and is a wonderful representative of South African youth. It truly is a program for kids by kids”
Generation Z are the decision-makers, the buyers and the brand ambassadors of the future. Sophisticated and informed, these youngsters are radically shaping the way we interact and communicate. It is of vital importance that corporate SA monitors this growing trend and engages effectively with these influential, dynamic consumers of tomorrow.
