Upgrade your strategy today with the SA PROsumer report.
Did you know?
90% of young adults state that they are likely to recommend a product or service that they are happy with.
78% of young people are likely to use customer reviews when deciding on purchasing a brand, product, or service.
Is your brand ready for Gen Z
& Millennial PROsumers?
Unlock strategic insights with the SA PROsumer report, a collaboration by YDx and Mirror Mirror Africa. Gain fresh perspectives on South Africa’s youth consumerism, informing brands on transformative shifts in experiences, discovery, and customer service expectations.
Explore
Explore new insights into South Africa’s youth consumerism.
Understand
Understand fundamental shifts in brand experiences and discovery.
Gain
Gain actionable guidance for enhanced connections with younger audiences.
Report overview
A partnered report between YDx (SA’s leading youth authority) and Mirror Mirror Africa (a leading digital consumer research agency), to better understand the shift in consumerism of today’s Gen Z and Millennial segments.
What the report covers
Why this report is important?
Most brands fail or struggle to grow and reach new audiences because of their misunderstanding and underinvestment in consumer research and understanding their audience. South African consumers are becoming PROsumers, and their feedback and behaviours need to be understood.
Let our insights from 1000s of South Africans and millions of local social media conversations help guide you and your team to connect with the SA PROsumer.
The rise of the new consumer
Delving into a deeper understanding of the new youth consumer by exploring their key characteristic traits that drive a new level of thinking and behaviour in this new PROsumer.
Who they trust for information?
Delving into new research on who younger generations trust for information, the reasons why, and the importance of the ‘inner circle’ and customer reviews to these generations in making purchasing decisions.
The decision-making process
Gaining a better understanding of the decision-making process that Gen Z’s and Millennials engage in, how this substantially differs from traditional approaches, the relevance of various channels in making decisions and the touch points these generations expect when engaging with brands.
The changing landscape of advertising
Sharing new insights on the importance of advertising for younger audiences, and what their expectations from advertising are.
The changing landscape of advertising
Sharing new insights on the importance of advertising for younger audiences, and what their expectations from advertising are.
The rise of customer service and brand experiences
Exploring the importance of customer service, brand experiences and individualised engagements when younger consumers engage with brands, products, and services, and how these elements can tick important boxes of relevance with these young PROsumers.
Conclusions & recommendations
We explore where to from here, and how brands and businesses can build loyalty with Gen Z’s and Millennials to ensure your continued relevance with these PROsumers.
About the contributors
A round up of the partners, YDx and Mirror Mirror Africa
Get the insights today!
Invest in the SA PROsumer report today for R22 690,00 ex VAT.
Research methodology
The compilation of the report drew data and insights from three key sources, combined with our joint experience, analysis, and strategic thinking capabilities to better understand the dynamic shift in control of the brand narrative from companies to consumers and how to navigate this.
- YDx has spent over 20 years developing an extensive library of information that includes, primary research data from YDx studies, the latest articles and reports from ongoing and extensive desk research.
- Insights from these sources allowed us to outline a potential shift in the consumerism amongst this generation and the potential emergence of the PROsumer.
- We verified what the insights from the YDx Knowledge Bank were telling us, by conducting three surveys during 2023 with the YDx YOUTH MATTERS community
- These surveys included just over 500 respondents aged between 15 and 34.
Mirror Mirror social listening
- Mirror Mirror has over 40 years combined experience in the digital and social media space and since creating the company 4 years ago has analysed over 450 topics and/or brands and over 1,000 client/competitor/creator profiles. While analysis is not our only competency, it is one of three key areas of focus of our business.
- The Mirror Mirror team conducted extensive online consumer research and analyses, using Brandwatch Consumer Research to delve into conversations that consumers have had online. Sources include news. blogs, forums. X (Twitter), Reddit and a variety of other publicly available data sources, assessing data from 2022 and 2023.
- These insights, as well as other research, added new dimensions and depth, and further vested our findings, looking at a bigger universe people and they were saying about these topics – unfiltered, often spontaneously, and without prompting.
