Africa Affluent Millennials
In 2016 BBC News produced an award-winning study into Millennials and their relationship with brands. In 2018 we have taken this further and investigated the Affluent Millennials of Africa.
Africa has one of the world's fastest growing middle-class, consisting of over 100 million people, excluding South Africa, and the number of High Net Worth Individuals are growing. We sought to find out what is distinct about this consumer group and how they engage with brands from four product categories.
Download a snapshot of the study below.
RESEARCH OVERVIEW
The study was conducted in June 2018, with over 2,000 respondents from South Africa, Nigeria, Ghana, Kenya and Tanzania, and looked at how this audience engages with Luxury, Leisure Travel, Banking and Finance and Consumer Technology brands.
To find out more or see how your brand could benefit from these insights, email: scienceofengagement@bbc.com
View other insight studies from BBC News
Science of Memory
Exploring the relationship between emotions and memory with neuroscience.
Science of Engagement
Analysing the link between emotions and their effect on campaign objectives.
Audio: Activated
How to leverage the persuasive power of branded podcasts on listeners.
The New Exec Mindset
Discover what’s going on in the heads of Business Decision Makers and what this means for brands.
Gen Z
Find out what makes Gen Z tick; their relationship with brands and with media brands.
The B2B Web of Influence
Find out what is driving the decisions of Business Decision Makers and how this impacts brands.