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YOUTH 2018 �` What are they up to?

Source: The Good News, 05/09/2018


I attended the UCT Unilever Institute Youth Report 2018 workshop in
Durban last week. The objective of this intensive in-depth research
was to “understand what it is like to be a South African youth in 2018”
Good question �` is it all doom and gloom?
The Stats �` Quite scary
• Half of South Africa’s population is under 24 years old, in Japan
the equivalent figure is 47, in Nigeria 18
• 64% of South African youth are considered poor, not living in
poverty, but poor living in the bottom two quintiles or in LSM’s 1-4.
• The number of social grant recipients in 1999 was 22,000, now in
2018 the number is just over 12 million children receiving R410 a month
• Only 35% of South African children live with both parents, 40% with
their mother only, 3% with their father only, and 21% in child headed
households
• Currently 120,000 schoolchildren have fallen pregnant, 3500 are
under the age of 14
• Education has improved in terms of access, but still 70% of schools
have no functioning library, 60% of schools do not have a computer
lab. But 92% of children attend an Early Childhood Development facility.
• Of 1 118 690 children entering school only 455 825 pass matric, and
only 349 983 achieve a university exemption. But since 1996 attendance
at tertiary institutions as grown by 445%
• Youth unemployment is a problem worldwide, the number of South
African NEETs (Not in Employment, Education or Training �` NEET)
between 21 and 24 is estimated at 51%.
• Automation and the decline of the manufacturing sector in SA is a
major challenge
The Future �` Not without Hope
• Education is a major game changer; The number of graduates has grown
from 400,000 in 1995 to approximately 1.1 million in 2011, contrary to
popular opinion very few are unemployed
• Micro �` privilege is a major game changer; living in the middle
class, having access to a decent school, books and a culture of
learning and achievement makes a considerable difference
• Proximity to opportunity is a major game changer; those use that
grew up in an urban environment have considerably more opportunity
than those in rural areas
• Use of social media is a major game changer; 93% have a social media
account, 53% are spending more than two hours a day on social media,
new trends are emerging that engage the youth, 59% feel that data
costs are restricting their lives
• In 2018 the youth are living at home longer, studying longer, taking
longer to find a job, and depending on their parents and family longer
• More so than previously youth feel under pressure from family,
community, peers, remaining relevant, lack of money and securing a job.
And on the positive side
• 64% of youth feel generally content, 43% are using social media to
find goods and services suited to themselves
• Short-circuiting the system has becomes a way of life
• Becoming socially conscious, particularly with regards to social
causes is a major source of identity called “Staying Woke”
• Sustainability is a hot topic
• ‘Ownership of goods’ is giving way to seeking authentic and original
experiences
• A growing belief, inspired by the failings of previous generations,
that the future will be built on their own individual efforts
• 80% believe they have the ability to change their current circumstances
The Youth 2018 Mantra for getting ahead
• Be real �` don’t downplay the pressures of today
• Be fluid �` one size won’t fit all
• Be honest �` ‘fake’ is easily exposed
• Be hopeful �` today’s youth need you to believe in them
• Be proactive �` it’s easy to be forgotten, change must be
intentionally driven and visible
• Be brave �` don’t get caught up in generational angst
Conclusion
The UCT Unilever Institute of Strategic Marketing’s Youth 2018 report
was most interesting and very informative
I came away feeling anxious but nevertheless hopeful.


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