A new ReachPlayers study surveying 10,000 South Africans aged 13 to 25 reveals major shifts in youth marketing and consumer behaviour. The research shows that young audiences prioritise financial stability, family support, and quality over fame, influencers, and repetitive advertising. While TikTok remains the leading platform for brand discovery, gaming environments generate significantly higher attention and engagement than social media. The findings highlight how brands can better connect with Gen Z and Gen Alpha through immersive, participatory experiences that build trust and relevance.
Tag: digital marketing South Africa
How Marketing Changed in 2025 and What It Means for Brands
2025 marked a turning point for marketing in South Africa, as shifting consumer behaviour, rapid AI adoption, and evolving digital platforms reshaped how brands connect with audiences. According to Penquin Co-Managing Director Ryan Nofal, the year signaled a move from trend-chasing to results-driven, human-centered marketing. Artificial intelligence became non-negotiable, enabling personalised marketing at scale across South Africa’s multilingual and multicultural market. Short-form video, hyper-local storytelling, and the fast-growing creator economy emerged as dominant channels, while purpose-driven and sustainable branding increasingly influenced purchasing decisions among Millennials and Gen Z. Together, these forces redefined brand strategy in 2025 and set a clear direction for 2026: agile, authentic, and tech-enabled marketing built on real connection.