Youth in the driver’s seat

The COVID pandemic has shifted how the youth marketing industry collaborates with young creators. The youth is no longer looking to major traditional brands but are instead joining forces and are combining their talents and resources to create their own spaces.

As South Africa celebrates Youth Month in June, Ally Fathana, Fresh AF Managing Director and Co-founder, shares his insight on how traditional brands in the youth marketing industry are aligning with creators and how young people are creating their brands and driving the conversation about the future of youth marketing.

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