The A-Generation Study
The A-Generation Study, carried out by Burson-Marsteller Africa, showcases six trends that reflect the new attitudes and changing priorities of African youth in 2016. Findings show that young cosmopolitan Africans are taking a bold approach to creating their own futures empowered by a new, technology-enabled world order and the loosening of previously restrictive social hierarchies.
While the traditional narrative of hardship and struggle still contains some elements of truth, African youth are renouncing these stereotypes and bringing their A-Generation game to the party – providing brands with opportunities for more creative and daring ways of engagement. The A-Generation Study is the result of intensive workshops facilitated by Burson-Marsteller Africa’s partners in north, west, central, east and southern Africa and the Indian Ocean islands, and attended by a cross-section of participants from predominantly Millennial age groups across diverse industry sectors. These are the youth of Africa.