South Africa, Aug. 31 -- There's only one way for a business to thrive in the youth market post Covid-19 and it requires taking responsibility - taking responsibility to level up your offering, practices and communication to be attuned with what young consumers really need from you. Spoiler alert - they just need you to care!

In the past few years, young people lived in the moment and it was all about experiences. Now, lockdown has given them time to reflect on what's more important, making them ultra-intentional about their choices. Brands need to be on board with supporting youth, their communities and making a positive impact on the world, otherwise, they will be unfollowed in an instant and deemed irrelevant.

Young people care about...