The youth of South Africa are resilient, creative, and determined to succeed. They are a highly influential, yet largely misunderstood market. Research company Yellowwood conducted research for the Sunday Times GenNext study, and found that the youth have 55% of the spending power in South Africa, but only 20% of advertising is directed at them. Lebang Kgosana chats with Refilwe Maluleke, Managing Director at Yellowwood, about the minds of the South African youth, and the new young professional age category, which has been added to the awards this year.