Johannesburg, 13 April 2022: Wondering which youth-brands owned are the most cherished in South Africa? This year, Pat on Brands will be launching its inaugural awards showcasing the Top 16 Youth-Owned Brand Awards. This is the first of its kind in the country aimed at recognizing and empowering proudly South African brands that are owned by the youth. The award ceremony is set to take place on the 15th June in Sandton, Johannesburg.

According to the World Economic Forum, Africa is expected to be home to 1 billion youth by 2050. Currently, South Africa alone has a population of 20.6 million youths which is roughly 35.7% of the country. This indicates that the youths are not only a sizeable market but also have the potential to become active players in South Africa’s economy.

The youth in South Africa are the key drivers of job creation and sustainable economic growth necessary to building a better South Africa. Unlike before, today’s youth is no longer fighting a political fight, they are fighting an economic change for generations to come. With so many challenges that they are faced with, they continue to thrive and grow. They are bold, courageous, create opportunities and challenge the status quo.

According to a report by Brand SA, more than half of the South Africans running their own businesses are young people. However, the economic contribution of these youth-owned brands is hardly recognised. Pat on Brands will be shining a light on 16 youth-owned brands in 16 categories namely;

  • Accessories

  • Agriculture

  • Apparel (fashion brand & clothing

  • Beauty: Personal Care & Skincare

  • Beverages (alcoholic & non-alcoholic)

  • Education (facilities & initiatives)

  • Food

  • Footwear

  • Homeware

  • Media & Creatives

  • NPO & Charities

  • Services (cleaning, marketing, IT, ect.)

  • Technology

  • Travel & Tourism

  • Overall Best Brand

 

For the brand to be recognised for the Top 16 Youth-Owned Brands Awards it must meet the following criteria:

 

  • It must be South African

  • It must be owned and run by persons between the ages of 18 and 35.

  • The brand must be older than 1 year

  • The brand must have a website with the brand name as its domain.

  • The brand must be active on social media

  • Must be operating in one (or more) of the listed categories.

 

Nominate your favourite youth brand here

 

The entries will be shortlisted by an esteemed panel of judges including the Advertising and Media Association of South Africa board member Mpho Maseko, the voice of marketing Lebo Lion and the township entrepreneur GO-TO guy Bulelani Balabala to name a few.

“We cannot talk about the transformation of the marketing and communications industry and exclude youth-owned brands. Additionally, we can’t talk about addressing high unemployment amongst the youth without mentioning youth-owned brands. They are key in driving the economic transformation agenda. We are thrilled to not only shine a light on the brands but to contribute to the support of local brands.” says Patrick Mahlangu, Founder of Pat on Brands and Lerato Agency.

The youth plays an active role in the South African economy; however, they are not given enough recognition or spotlight to acknowledge their impact in this economy. The Top 16 Youth-Owned Brand Awards will be bridging that gap by empowering, educating and fostering a brand-led South Africa.

Nominations for youth-owned brands are now open to the public as of Monday, 11 April to 30 April 2022.

Join the conversation on social media:

Instagram: @Top16YOBA

Twitter: @Top16YOBA

Pat on Brands Social Media:

Instagram: @patonbrands

Twitter: @patonbrands

Facebook: Pat on Brands

LinkedIn: Pat on Brands 

—ENDS—

About Pat on Brands: Established in 2016, Pat on Brands (POB) is a South African digital media platform that is on the pulse with what is happening in the world brands. Its objective is to be the go to platform for people who want to learn about their favourite brands particularly those that are made in South African. Since its inception, the platform has evolved from being a mere blog to being one of the most recognised media platforms in the marketing and communications industry. Today, it has multiple touchpoints namely; POB Podcast, POB Dialogues (events), POB Masterclasses and the soon to be inaugurated Top 16 Youth-Owned Brands Awards.

About Top 16 YOBA: The Top 16 Youth-Owned Brands is a Pat on Brands initiative aimed at shining a light on brands that are established and run by South Africans between the ages of 18 and 35. The brand recognises brands that operate in 16 categories. Why 16? June 16. The initiative is born from the notion that the youth of 1976 fought a political fight and the youth of today is fighting an economical one, they are building brands that are contributing to the economy of South Africa.

For more information, visit: www.patonbrands.com

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