Mediamark And AMASA Call For Greater Inclusion As Educated Youth Struggle To Enter Media Careers

At Mediamark, and in my role on the board of AMASA (the Advertising Media Association of South Africa), we believe this isn't just a commemorative moment — it's a call to action.

The truth is, South Africa's youth aren't just the future of our industry. They're the now. And they're ready. 

Most Educated, Least Employed: Something's Broken 

Today's youth are the most educated generation we've ever seen. Fifty-one percent of young South Africans have already attained a tertiary qualification, with 68% aiming to continue studying, according to WhyFive BrandMapp 2024. 

They're connected, culturally fluent and creatively resourceful. But here's the hard truth: they're struggling to get a foot in the door and stay there. The missing link? Meaningful experience. 

We're not facing a talent gap — we're facing an opportunity gap.

Every year, thousands of capable, qualified young South Africans are stepping out of graduation ceremonies and into unemployment queues. It's not because they lack knowledge. It's because industries are not offering enough structured, accessible and relevant pathways to gain real-world experience. 

So here's the challenge: Let's rethink how we bring youth into the industry. 

We need to rethink internships, apprenticeships and first jobs — with bold, inclusive, skills-based experiences that teach, empower and retain the next generation of media professionals. 

They must also build soft skills — like workplace etiquette and emotional intelligence — which are often underdeveloped in a screen-first generation. 

Our Mediamark team have had the privilege of upskilling and employing many of our interns — who have gone on to successful careers in the industry. Our challenge now is how to incorporate and mitigate the loss of face time with interns now that remote working is our new reality. 

With the relaunch of AMASA, I'm excited that we're on track to make this our core focus again. In 2025 and beyond, our efforts will centre on:

• education, networking and mentorship opportunities
• bootcamp-style workshops
• partnerships with tertiary institutions, and
• celebrating excellence in media.

This is about creating a media industry where young South Africans don't just consume — they create, lead and earn. 

What Youth Want from Brands and Media 

Recent stats show that 63% of South Africans are under 35. This is not a side audience — it's the mainstream. Digital platforms dominate youth engagement, with TikTok, YouTube, and Instagram leading the charge. 

But are they paying attention to your programmatically inserted ads? Not necessarily. In fact, authenticity is non-negotiable. Gen Z demands diversity, honesty and cultural relevance — and they're quick to walk away if they don't see it.

Loyalty isn't bought — it's earned. Sixty-eight percent of Gen Z say they spend more with brands whose loyalty programmes speak to them.

So, if we're not building trust and giving youth real stakes in the process, we're not just missing a market. We're missing the moment. 

Marketers and the media industry alike need to focus on inclusive storytelling, local language content and talent pipelines that bring young people into the room, not just onto the screen. 

We Can't Afford to Wait 

As a mother, marketer and leader, this mission is personal. My hope is that my own young adults — and all young South Africans — will enter industries where they are seen, supported and given a real shot. 

For more information, visit www.mediamark.co.za. You can also follow Mediamark on Facebook, LinkedIn, X, or on Instagram.  

*Image courtesy of contributor