South Africa, June 18 -- Consumer insights agency KLA, in partnership with YouGov Profiles, has unpacked the evolving preferences of 18 to 34-year-olds, highlighting what's driving brand resonance in this market.

In South Africa, over 10 million connected millennials and Gen Z consumers are setting the pace. They expect transparency, value diversity, and reward brands that show up with substance. The data reveals that it's not just about what this group wants to see, but how they want to feel, and brands that understand that emotional layer are the ones gaining traction

71% of SA youth say they like seeing real-looking people in advertisements, showing a strong demand for authenticity over airbrushed perfection. The polished, overproduc...