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 ...
