Who are we selling to?

Eighteen years on from the birth of the Rainbow Nation; South Africans can no longer simply be categorised as ‘Black’, ‘White’, ‘Coloured’ or ‘Indian’.

Old stereotypes have evaporated and have been replaced by a new cast of colourful characters that approach life, love and brands from a very different perspective to the generations before them.
Influenced by both the global cosmopolitan culture and traditional belief systems, contemporary South Africans are complex, three dimensional characters that cannot be accurately described by traditional demographic segmentation models.

[Above content is taken from trends@fluxtrends.co.za ]

Interesting piece from one of my insight sites, I read this column and really though to myself for a while, who really is the target market now days? And who will they be in a few more years to come? With the global cosmopolitan culture and traditional belief systems that is also on a constant metamorphosis, brands clearly need a constant update on (SA's) New Urban Tribes, what they are on a look out for and at that point in time what they strongly advocate to sync with who they are. My partner and I had a brief discussion about 'Golbal Kids' after seeing an inter-racial family in Durban. These are children of the new world and culture, who are growing into finding significance in being part of the world over that of being from a particular country, culture, race or religion. Moving from being driven by relinquished traditional values and dynamics to global norms that highly esteem with new technology. They will be the new target market for brands to work towards influencing as the old stereotypes evaporate. In my being interested in brands and their roots, I find that there already is a breathing challenge as it is between brands to market and influence this extending complex nation.

Picture of Silvana Mangano from giovannabattaglia.com changed/photoshoped by me to suit content.