South Africa is a young nation – around 66% of the population is below the age of 35. Brands would therefore be remiss to ignore their unique wants and needs. According to the 2016 Truth Loyalty Whitepaper – a collaboration between Truth and WhyFive – positive strides have in fact been made with loyalty programme usage for respondents under the age of 25 showing growth of 13%. This indicates that loyalty programme usage in the younger segment is increasing at double the average growth across all ages – with 60% of all consumers under the age of 25 using loyalty programmes in 2016.
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