Abstract:
This study focused on uncovering how global heritage brands in Africa, specifically South
Africa can communicate authentically to Millennials or also known as Generation Y. Being the largest consumer group, brands find it easier to target this generation. However not all brands resonate with Millennials. This study was done to provide best practices for brand teams to communicate authentically in an effort to stay relevant and resonate with Generation Y. Key themes discussed include: brand identity; brand personality; brand authenticity and brand consistency. Qualitative research was done in the form of semi[ structured interviews. Overall, a purposeful and convenient sample of ten industry professionals from ‘Hewitt + Associates’ were interviewed. Insights were derived in an objective manner. As a result, it was found that brands should keep brand identity constant whilst brand personality can change and evolve in order to resonate to the
particular generation they are targeting. Visuals and language are key elements that can be adapted to local markets when rolling out global campaigns within the country.
