Wondering which youth-owned brands 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 for 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, etc.)
  • 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. 

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 and the Award-Winning Creative Director & Social Commentator David ‘Slaying Goliath’ Tshabalala to name a few.