Marketing to the Youth
The youth is the biggest single demographic in the world, and in Africa particularly so. In fact, Africa has the world’s youngest population, with almost 200 million people aged between 15 and 24, according to the World Bank. By 2045, it is predicted that this number will double. From a population perspective, Africa’s human growth is historic. The United Nations [UN] says that by the end of this century half of all children, and 40 percent of humanity, will be African.
So marketing to this demographic is key for growth, especially for brands that hope for long-term loyalty, like banks.
But “Marketers are missing the mark,” says Yellowwood Group CEO David Blyth, commenting on its recent report, titled “A Youth Lost in Translation”. “The youth are saying they want to be understood, but marketers are failing to connect with what’s in their hearts,” he adds.
For a basic run-down of the report, read this summary by Financial Mail’s Lynette Dicey.