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Millennials represent the largest segment of the population. They are a growing segment, they are crucial and form an integral part of target market conversations when it comes to youth focused brands. Marketers across the globe are trying every day to master communicating with them and how to build conversations in an attempt to better understand youth culture.
South African Millennials are ambitious and place value on education. If anything, education is used as a means to an end, to gain skills to grow in businesses or start their own ventures. This further emphasises itself in the rise of Afrilennials.
Student Village conducted research on Afrilennials and revealed the differences between African Millennials and of those abroad. African Millennials termed “Afrilennials,” as a way to separate the struggles of black South African Millennials and understanding that the issues they face as Millennials are not shared by all.
The largest take out being Black South African Millennials chase success at an accelerated rate because there are a lot more people who depend on them back home. A successful first born black child has a duty to take care of those who put him/her through school.
Simply put, their challenges are different. Their background is different which results in a different outcome for the black Millennials first salary vs the global Millennial. Hence the need to further one’s self and focus on a career that brings in more money.
Chasing Success? Most definitely. They don’t call the Millennials the entrepreneur generation by mistake. Millennials are a lot more driven, ambitious and in touch with what is going on. They are in a much better place to grow, learn and collaborate with each other.
This is where brands should be engaging. Brands/companies need to listen to Afrilennials more now than ever, joining the conversation, watching what they talk about, what interests them, what bugs them.
Have brands started listening to the Afrilennials conversations? We are talking about the largest growing segment globally. One ought to listen. Once emulated in a brand story/campaign, you have interest, you are relevant.
What is important about Afrilennials:
Brands cannot afford to communicate to everyone the same way. There is a big difference in the way Millennials see the world.
While it’s is a fair point to say yes, not all Afrilennials come from struggle or poverty. Some are inherently driven, see a future and chase after it. What one needs to understand is the group of Afrilennials who do have a history of struggle from one generation to the next. This is what drives the need to prosper and also changes the way they see and do life.