Nedbank recognises youth’s socio-economic vibrancy

Referred to as born-frees, the youngsters have been categorised by Nedbank as a threat to the prevailing status quo, challenging set norms and practices by complacent brands and institutions that continue to deploy strategies and campaigns aimed at capturing this generation.

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According to Nedbank, studies conducted have indicated that young people from all walks of life across the globe, express hunger to define newness and relevance through their lens of the world. In some cases, this means redefining the very norms, practices and beliefs in order to unearth their full potential in becoming self-directing, autonomous powerhouses that are poised to drive purpose and meaning for the African generation.

Among other brands and institutions lining up to gain a share of the wallet from this commercially viable generation is the financial services industry.

Young people are said to be calling for more sound business practices that encompass socio-economic reforms and all-round sustainability, taking into account systemic issues such as poverty, lack of education, access to health, unemployment and depletion of the environment – which are right at the top of their agenda.

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Nedbank seeks to encourage children and teens to transact, save and build financial fitness from an early age, with the benefit of earning a preferential interest when they save.

Nedbank hosts a series of initiatives aimed at assisting the youth to save and build financial fitness, included is the Nedbank 4me Entrepreneurship Days Programme which aims to instil an entrepreneurial culture among the youth, including financial literacy training.

Nedbank acknowledges that continued investment and engagement to understand the needs and fast-evolving dynamics of this generation is a business imperative to make the things that really matter for South Africa’s future happen.

Details: www.nedbank.co.za

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