By Rakhee Naik. Media and marketing strategies must resonate with their target market through effective brand communication across generations. As purchasing journeys grow more diverse, we examine the South African generational retail marketing statistics, including how different generations of South Africans notice and respond to brand messaging in retail.
How different generations respond to brand communication
Our data, based on KLA’s YouGov Profiles (which tracks South Africans aged 18+ with internet access), shows distinct generational divides in the type of brand communication that influences buying decisions. Millennials stand out as the most receptive group, with 45% influenced by social media communication, 39% by branded emails and 37% by a brand’s TV commercial. Social media proves most effective overall, strongly engaging both Millennials (45%) and Gen Z (41%).
Gen X and Baby Boomers are less likely to be influenced by brand messages when making purchases, exhibiting a greater resistance to being influenced in their purchasing decisions compared to younger generations. This suggests marketers need tailored approaches that consider the distinct preferences of each group.
Advertising preferences across generations
Across all age groups, three types of advertising stand out: social media (58%), TV commercials (54%), and branded emails (53%). Yet while TV ads are widely noticed, trust in them is waning among younger generations. Half of Millennials say they don’t trust TV advertising, while Baby Boomers trust it more than any other age group. This fits with broader trends — Millennials tend to be more skeptical of advertising, while older generations prefer traditional media like TV.
Interestingly, Millennials are much more likely to notice airport advertising, creating a unique opportunity for brands targeting this age group.
How shopping habits differ by age
Shopping behaviour varies as much as advertising preferences across generations. While all age groups browse online to explore options, each generation has distinct buying patterns.
Millennials lead in digital shopping:
- 53% buy online after seeing products online
- 50% use hybrid methods like click-and-collect
- Most likely to include digital tools in their shopping journey
Baby Boomers prefer physical stores:
- 62% are more likely to browse in-store
- 52% both browse and buy in stores more than younger shoppers
These patterns point to the need for retailers to blend omnichannel strategies. While younger shoppers favour digital-first approaches, such as online purchasing and hybrid methods like click-and-collect, older generations value the in-store experience. The rise of e-commerce further shapes these trends, making trust and convenience critical factors. Moving forward, brands must innovate omnichannel strategies that seamlessly integrate digital and physical touchpoints, ensuring they meet the evolving expectations of all generations.
The importance of personalised marketing
South Africans, across generations, value creative and personalised marketing strategies.
- 79% say brands need innovative marketing approaches
- Gen X feels strongest about this, at 84%
- 78% believe brands must connect with customers in real life to succeed.
Meaningful connections are particularly important to Millennials, who value authentic relationships with brands more than other generations. This reinforces the need for brands to align messaging with genuine customer engagement.
As generational preferences continue to evolve, it is key for marketers to adapt their strategies accordingly. By understanding the distinct ways South Africans engage with brand communication, brands can craft personalised, authentic messaging that resonates with each demographic. The future of retail marketing lies in recognising and leveraging these differences to create impactful campaigns that meet consumers where they are.
See more KLA insights
- South African podcast statistics (Jan 2025)
- Revealed: How South Africans consume news (November 2024)
- Streaming in SA: who’s watching where and what (Oct 2024)
Methodology
Profiles: Segmentation and media planning tool. With data collected daily, YouGov Profiles gives you the power to build and customise a portrait of your consumers’ world. More than 12,500 variables are available in South Africa. For more information, visit www.kla.co.za
Dataset: 2024-11-24
Population: Nationally representative sample of South African adults with access to the internet, aged 18+. n= 4544
Population groups filtered by:
Generation Z (18-27 years old) n~ 1552, Millennials (28-43 years old) n~ 2071, Generation X (44-59 years old) n~ 756, Baby Boomers (60-78 years old) n~ 165.
Rakhee Naik is a managing consultant: Insights at KLA.
