South Africa, Sept. 30 -- Their identity is not fixed to one place or aspiration. Many are investing back into townships and communities, rejecting the old narrative that success only means leaving.

They are comfortable in both worlds, and they expect brands to understand and respect that balance.

Radio continues to be their trusted cultural bridge.

In an era of fragmented attention spans, radio offers credibility, connection and community that digital platforms cannot replicate.

It is where brands can meet this audience on their own terms, in their own voices.

New consumer generation

South Africa's most powerful new consumer generation has arrived.

They are in their prime earning years, raising children, investing in homes and edu...