South Africa, Jan. 31 -- Yet, few brands are tapping into this demographic in a meaningful way. It's time for brands to reimagine how they engage with young South Africans - not only as consumers, but as co-creators of solutions.

Africa's youth: A sleeping giant

This generation is digitally savvy, culturally vibrant, and eager to make a mark. South African youth are setting trends in music, fashion, and online culture, with Amapiano artists like Tyla and Uncle Waffles gaining global recognition.

Despite high unemployment (60.2% of young people in SA are unemployed according to data from Q3 2024), South African youth are digitally engaged, resourceful, and entrepreneurial.

There's an opportunity for brands to connect meaningfully with ...