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.