But does it work?

Do ads targeting young South Africans hit the spot?

Some commentators dismiss young South Africans as fickle and brand-agnostic.

Even so, the financial influence they wield is enormous.

What are the dos and don’ts of pitching brands at the youth of South Africa?

What works, and what doesn’t?

The Money Show’s Bruce Whitfield interviewed Branding and Advertising Expert Andy Rice.

Scroll down for quotes from the audio below.

Any marketer who dismisses Millennials as brand-agnostic misses a trick.

Andy Rice (branding and advertising expert )

Millennials spend about R120 billion each year.

Andy Rice (branding and advertising expert )

Many young people still live in their parents’ home and have great influence on their buying decisions.

Andy Rice (branding and advertising expert )

Advertisers must treat young people with respect.

Andy Rice (branding and advertising expert )

Young people reject brands that try too hard to be cool.

Andy Rice (branding and advertising expert )

FNB, Spur, Steers, Sissy Boy, Adidas and Nike are some of the brands that younger generations go for.

Andy Rice (branding and advertising expert )

Advertisers must be on the digital platforms.

Andy Rice (branding and advertising expert )

Mobile is growing.

Andy Rice (branding and advertising expert )

Print media is surprisingly effective.

Andy Rice (branding and advertising expert )

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