South Africa, May 27 -- Ronen Aires, a thought leader in entrepreneurship who works with youth culture and cofounder and CEO of Student Village that helps large brands understand the youth, says this generation's main driver is authenticity.

This authenticity, enabled by two overarching macro drivers of change: globalisation and automation, provides opportunities for Africa's massive youth population, many of whom are unemployed.

They are doing this by making themselves the brand, creating a following that leads to them becoming a trusted channel. Trust is a currency within this market.

This generation, Aires explains, has grown up with so much fake that they have trust issues. "They will only use a product because they believe and tru...