Page 24 - index

DEMOGRAPHICS

Your brand
and the
mind of the
Afrillennial

Afrillennials are defined by a shift in
thinking, a strong sense of self-belief
and an ability to rise above often difficult
circumstances. Nandi Zambodla examines
a unique group of home-grown Millennials.

MILLENNIALS AS A GROUP South Africa’s Afrillennials are most notably by opening doors for them PHOTO: ISTOCKPHOTO
are the most discussed defined by a shift in thinking, a strong to engage with each other. Black Twitter
and analysed consumer sense of self-belief and an ability to rise is an example and on this platform
segment across the globe. They above often difficult circumstances. black people speak freely, express
dominate marketers’ conversations They are unapologetic, outspoken, opinions, share common jokes, culture,
because they have great buying power daring, bold and want to be heard. languages and experiences.
and, consequently, their every move
and spending habit is scrutinised. Brands that seek to successfully They engage with brands, celebrities
interact with them must be part of and organisations, and really see a
Within this group are the Afrillennials the conversation and engage in an connected world. Being exposed to
(South African Black Millennials), who authentic manner that doesn’t make people’s successes, failures, dreams
face a different set of challenges to the them seem like an outsider. Afrillennials and achievements in real time has
global Millennial. These mostly stem like a brand they recognise and which allowed Afrillennials to see the type
from the so-called ‘black tax’ and the understands their lives and interests. of lives they want to achieve. They are
way it affects their lives. hungry to be heard, to succeed and
BEING UNIQUE for their families to succeed too.
Many Afrillennials, once working, must Like Millennials, Afrillennials are an
think about the families they have left ambitious group; they are risk takers Youth marketing specialist Student
behind in townships or rural areas and and dreamers and they see a world of Village conducted research during its
contribute to the running costs of these possibility. In large part, this is due to 2016 youth conference, which indicated
homes – the payment of ‘black tax’. being exposed to so much information Afrillennials were not always as loud as
Unsurprisingly, this slows the process of through the Internet and social media. they are today on many topics.
starting to grow, save and progress like
other Millennials. This is but one factor However, the digital revolution has “Black Millennials have become
that differentiates Afrillennials from their impacted Afrillennials in other ways too, more conscious and proud, not only of
Millennial peers elsewhere. their skin but also their heritage – and

DEFINING AFRILLENNIALS
The question of what makes Afrillennials
unique lies in understanding, firstly, that
they are also Millennials and part of the
global 18-34 age group.

22 strategicmarketing October 2016 – January 2017