Winning over the next generation with savvy marketing

By Mmabatho Khang, PPS Communications Manager

In the evolving financial landscape, engaging youth and young graduate professionals – those aged 18 to 35 – presents unique challenges. Raised in the digital age, this demographic is often more focused on immediate financial needs than long-term planning. However, financial advisers have a significant opportunity to tailor marketing strategies that resonate with students and young professionals.

The first step is recognising distinct segments within the youth category.

STUDENTS( 18 TO 24) Members of this group are typically in the early stages of financial literacy and often seek affordable ways to manage their finances, understand student loans and explore basic investment opportunities.