This Youth Month, South Africa stands at a profound intersection of history and contemporary challenges, marking the 49th anniversary of the Soweto Uprising—a turning point that saw the youth rise against oppression and for their voices to be acknowledged.
Fast forward nearly five decades, and the urgency to listen to, engage with, and act upon youth perspectives remains critical, asserts Charlie Wannell, head of marketing at Mediamark and board member of the Advertising Media Association of South Africa (AMASA).
“At Mediamark and through AMASA, we believe this isn’t merely a commemorative moment; it’s a clarion call,” Wannell states firmly. “South Africa’s youth are not just the future of our industry—they are the now, and they are ready to lead.”
The paradox of potential
South Africa’s youth emerge as the most educated generation in our country’s history, with 51% having achieved a tertiary qualification and a staggering 68% desiring to further their studies, as highlighted in the recent WhyFive BrandMapp 2024 report. Yet, this impressive educational attainment stands in stark contrast to a troubling reality: unemployment is rampant among those who should, by all accounts, be shaping the workforce.
“We’re not facing a talent gap; we’re dealing with an opportunity gap,” Wannell explains. Each year, thousands of capable, qualified young South Africans exit universities only to find themselves facing unemployment queues. The culprit? It’s not a deficiency in knowledge but rather a lack of structured, accessible, and relevant pathways to gain meaningful experience in their fields.
Rethinking pathways to employment
Wannell challenges industries to rethink how they introduce youth to the workforce. Flawed internship models and rigid first job experiences must evolve into bold, inclusive, and skills-based opportunities that not only educate but also empower the next generation of media professionals. “Soft skills, such as workplace etiquette and emotional intelligence, must also be woven into these experiences. They are often underdeveloped in a generation that has grown up primarily focused on screens,” she states.
At Mediamark, the commitment to upskilling and securing internships has led to many young professionals launching successful careers in the industry. However, with remote working now a norm, the challenge lies in effectively fostering meaningful interactions with interns. “How do we create that sense of community and mentorship in a digital-first working environment?” questions Wannell.
A brighter future in media
With the imminent relaunch of AMASA, there is renewed vigour to centre efforts on education, networking, and mentorship opportunities. Initiatives like bootcamp-style workshops and partnerships with tertiary institutions will play an integral role. “We aim to create an industry where young South Africans don’t just consume media—they create, lead, and earn,” Wannell declares.
Understanding youth engagement
The urgency to address youth concerns is reinforced by sobering statistics: 63% of South Africans are under the age of 35, making this demographic a mainstream audience rather than a niche market. Moreover, modern engagement with youth is dominated by digital platforms like TikTok, YouTube, and Instagram, as revealed by Meltwater’s South African Digital & Social Media Statistics 2024.
But even in a landscape where digital content thrives, the fleeting nature of programmatic advertising raises red flags. Authenticity has become a non-negotiable demand for Generation Z; they insist on brands that are diverse, honest, and culturally relevant. “If companies fail to build trust and allow youth real stakes in their narratives, they are not only missing out on a vital market; they are brimming with lost potential,” warns Wannell.
