“The Blueprint has always been Mom”
Exposing Who Really Raised South Africa’s Youth
Unpacking the rituals, relationships and resonance behind the brands young people truly connect with
What makes something a favourite? It’s a question brands often ask when they look at the youth landscape, hoping to uncover the next big thing. But our recent Youth Matters survey shows that chasing the “next big thing” misses the point entirely.
In a generation where individuality, authenticity and emotional alignment reign, favourites aren't just a result of trends or peer influence. They’re deeply personal reflections of who young people are, how they navigate life, and what makes them feel most themselves.
Yes, in this report we shine a light on the top-mentioned brands, platforms, activities, and spaces - those that stood out as youth “favourites” in 2025. But here’s what’s just as important for brands reading this: behind every leading name are dozens of other mentions. In many questions, up to 50 brands, activities or platforms were called out – showing that resonance is rarely universal, and that there’s space for many players in this complex and layered landscape.
Each category below is rich with meaning – from the comfort of a snack to the styling power of a fashion brand, or the emotional rhythm of music. Youth are choosing favourites based on how well something fits their mood, their identity, or their moment in time. And while the top names show up consistently, the real gold lies in the granularity – the lesser-known brands, the niche habits, the surprising rituals - all offering insight into a generation that refuses to be defined by hype alone.
The Everyday Companions – Brands That Bring Comfort & Confidence
This generation craves stability in a chaotic world, and nowhere is this more apparent than in personal care. In a category often filled with marketing noise, youth are leaning toward products they trust, that show consistency, and that form part of their daily rituals.
The standout favourite in skincare was Nivea (29%) – a brand so embedded in their routines that it becomes a symbol of self-worth and care. It’s not aspirational – it’s essential. Dove, Garnier, and Vaseline were also widely loved, showing how heritage and emotional familiarity trump flashy launches.
Importantly, while the leading names are dominant, over 30 other skincare and personal care brands were mentioned – from high-end to local and emerging – reflecting how nuanced grooming choices can be.
The Soundtrack of Their Lives – Music is a Daily Must
When asked what they couldn’t go a day without, music came out on top – ahead of any food, activity or digital platform. It’s not just entertainment; it’s therapy, identity, and routine. Platforms like Spotify (25%), Y, and Metro FM lead the way, showing how both global tech and local legacy brands can resonate in equal measure. YouTube Music and Apple Music followed closely behind.
But again, the diversity here is striking. From lesser-known music apps to genre-specific streaming channels, youth are finding and creating soundscapes that reflect their mood, heritage, or social scene. What matters isn’t just the catalogue – it’s how well the platform fits their day.
Food is Feeling – Cravings, Comfort, and Culture
Food was one of the most emotionally rich categories. While fast food favourites like KFC (21%) and McDonald’s (20%) dominated for their affordability and social currency, the love for home-cooked meals came through just as strongly. Youth aren’t just grabbing what's convenient – they’re building food habits that blend comfort, culture, and control.
In snacking, local reigns supreme. Simba (12%), Doritos, and Lays were frequently mentioned, but the list didn’t stop there – youth mentioned over 40 snack types and brands, including regional and niche options that point to nostalgia, affordability, and identity-based preference.
These eating rituals reveal how young people create their own food rules: mixing indulgence with mindfulness, craving familiarity while still exploring newness – but always on their own terms.
Curation is the Culture – Socialising on Their Own Terms
When asked about their favourite social outings, youth weren’t picking clubs or big events. The top answer? Picnics (23%). Why? Because they offer agency, emotional safety, and vibe control. It’s a reminder that for this generation, connection beats chaos, and socialising isn’t about being seen – it’s about being comfortable.
Games nights, movie nights at home, and restaurant visits followed closely – again showing a shift toward intentional, curated connection. Youth are redefining what social value looks like. They’re choosing who they’re with, what they’re doing, and what energy surrounds them – creating social spaces that feel more like sanctuaries than stages.
The Look That Speaks – Identity Through Fashion
Fashion is not about trend-chasing. It’s about self-presentation, status, and everyday confidence. The leading favourite in this category was Nike (16%) – a brand that balances performance with cultural capital. But in a close second was Mr Price (14%) - proving that affordability, accessibility and adaptability are just as powerful as heritage or status.
Other major mentions included H&M, Adidas, Zara, and PUMA, with local brands like Galxboy, The Fix, and Sportscene standing out for their cultural fluency and relevance.
In total, over 50 different fashion and footwear brands were mentioned – showing just how much young people use clothing as a canvas to reflect their mood, values, and subcultures.
Digital Ecosystems – Entertainment, Escapism and Expression
No surprise here: the most enjoyed social platform is TikTok (47%). But the reason goes beyond virality. Youth love TikTok because it provides freedom of expression, humour, validation, and community on their terms. It’s an ecosystem where they can consume, create, and be seen – all at once.
Other platforms like Instagram, WhatsApp, and YouTube also hold strong relevance, but serve different emotional purposes – from staying connected, to staying informed, to getting inspired.
In streaming, Netflix (50%) remains the top pick – but not as background noise. It’s where youth go to unwind, feel understood, or simply switch off. YouTube (27%) follows for its versatility. These platforms act as digital comfort zones, with many youth saying they rewatch old favourites because they bring a sense of stability and emotional resonance.
The Places That Hold Them – Where Youth Feel Most Themselves
Favourite hangout spots revealed a balance between stimulation and serenity. The mall (25%) remains a favourite for its mix of freedom, safety, and social buzz. But right behind it is the park (23%) – signalling a growing need for open space, breathing room, and nature-fuelled connection.
Physical activity tells a similar story. Walking (39%) was far ahead of gyms or organised sport, with gym, running, and soccer also showing up. But the dominant theme here is movement for mental health, not as punishment, or for aesthetics. Young people are walking to clear their minds, not count their calories. Exercise is a grounding moment, and a practice of emotional regulation, not punishment.
The Bigger Picture – The Youth Blueprint
What emerged from this survey isn’t just a list of brand rankings – it’s a blueprint of youth culture in motion.
Yes, some brands lead. But underneath those leaders are dozens of other names, each holding space for unique stories, identities, and rituals. Young people are drawn to what reflects their values, what is emotionally consistent, and what lets them feel seen, safe and expressive.
In this generation, it’s not just about what’s hot – it’s about what feels right.
So, if your brand didn’t top a category, don’t switch off. You may already be in their lives in quieter, but meaningful ways.
And if you did top a category? The job isn’t done. The real insight lies in understanding why, and how to keep showing up in a way that stays relevant, respectful, and resonant.
Written by,
Jessica Lyne
YDx Research Analyst