While under-21s in South Africa have been dubbed the “born frees” because they have never lived under a system of legislated racial inequality, they certainly don’t feel free.
But, as the title of a recent South African Institute for Race Relations’ ‘Born Free but Still in Chains . . .’ study points out: “The major difficulties faced by South African Born Frees are not that they lack political rights, but that they suffer from poor education and high unemployment.”
These may seem to be the concerns primarily of the poor and rural, but middle class youth are not immune from worry about the future either. The mood, opinions and priorities of this highly connected and very smart demographic are demanding that marketers rethink their strategies.
Date: December 09, 2015 12:40
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