The youth market is a crucial advertising market for the future longevity of your brand. Its size alone — under-34s make up 64% of South Africa’s total population and account for R303bn of spend — means that targeting young people should be an important component of your marketing strategy.Radio station Y — formerly known as YFM — is Gauteng’s leading commercial youth radio station, appealing to listeners between the ages of 15 and 34.
Brands that want to reach this valuable age group need to tap into the youth’s need for individuality, connection, uniqueness and self-reliance. They need to encourage conversations around topics that resonate with them such as successful “side hustles”, how to be successful and even demystifying what is involved in being an adult.