Brands Loved by Gen-Z

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BRANDS LOVED BY GEN-Z

Exploring which brands have won over young people in select African countries

Presented on 26th September2024 by:

What you'll see and hear...

• An overview of OnePulse...

⚬ Who we are...

⚬ Some of our work

• Defining Gen Z...

• Brand most loved by Gen-Z

⚬ Kenya

⚬ Uganda

⚬ Nigeria

⚬ South Africa

• How brands can win over this “unpredictable” demographic

HOW IT Started...

Brand Health Tracking Creative/Ad Testing

Customer

Experience and Retention

Geo-Mapping Consumer Attitudes and Behaviors

Over the years, we have worked with brands to shape their business strategy...

The OnePulse Panel

• Panel in over 20 markets within Africa.

• Comply with ESOMAR, MRS, ARF, MRIA, AMA, AMSRO and Insights Association standards.

What makes us stand out?

Ubernized Market Research We

HOW IT’S GOING...

Customer Segmentation

Ever wonder if there's a whole new segment of people out there who need your product or service? We use AI analysis to combine demographic, psychographic, and behavioral data to build and reveal diverse profiles you may have otherwise missed!

HOW IT’S GOING...

Build Authentically with Brand Advocacy

Convert your customers' loyalty into a powerful force of brand evangelists for exponential growth.

We connect you to actual consumers of your product to help build your brand through grassroots marketing and give you real results

An Example of Customer Advocacy

HOW IT’S GOING...

Trend Forecasting

Ever find yourself in this fast-paced business race, trying to catch up with trends?

We give you foresight so you can your anticipate your customer‘s future behaviors, interests, and expectations

Defining Gen-Z...

TikTok Challenges

Gen-Z, born between 1997 - 2012 (12-27) They’re the largest generation in Africa(31%) and Kenya(33%)

• Digital natives

• Value and experience driven - brand loyalty hinges on shared values

• Masters of the omnichannel experience

• Diversity Champions

• Even if they aren’t your target audience, they are probably influencing your target audience

Source: Association of Kenyan Insurers

Spend 3.4 hours a day on social media

Source: Snapchat

A First in Kenya - What Stood Out

Digital activism & street protests

Creatives - T-shirts, Stories, Posters, Music, DJs in clubs

Contributions and Donations

Civic Education - Translations, young doctors and lawyers

Techies - Building GPTs, USSD’s, Walkie Talkies

More than a movement for social justice, Gen Z is a force rewriting the brand playbook

Demographics

• Total Universe: 1200

⚬ Kenya- 300

⚬ Uganda- 300

⚬ South Africa- 300

⚬ Nigeria- 300

• We spoke to male (50%) and female (50%) respondents

Areas of focus

• Focus on brands they use daily:

Breakfast

Personal Care

Household cleaning

Beverages

Alcoholic ■ Non-alcoholic ⚬ Financial Services ⚬ Retail ⚬ Consumer electronics

• The audience was selected across all regions

• Age Split: 18-27 (100%)

Top 20

Brands Loved by Gen-zUganda

H i s e n s e S t i n g

Top 20 Brands Loved by Gen-ZNigeria

Availability

Word of Mouth/Social Proof

What’s influencing their decisions

Transparency and honesty

Social impact and values

Stand Out: 1.Innovate

2.Marketing and advertising

Personalization and authenticity

Case StudyNike

Authenticity

Culturally Relevant Diversity and Representation

Product Appeal- Quality, Innovate

Some Key Takeaways for Brands

Importance of Insight

• Understand your cohort, so you don’t lose brand loyalty and sales.

• Don’t move blindly-get insight on your product relevance, different topics and behaviors

• Test your messaging

Importance of foresight - trend forecasting can help you stay ahead of the curve

• Brands must now power up consumer insights with foresight.

• OnePulse has the binoculars to bring you critical brand foresight on the go....

Customer Advocacy - Brand evangelism tools by OnePulse now available

Some of the countries we’ve had projects in ...

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