The iGeneration is the emerging black urban youth between the ages of 18-25.

They are more independent, imaginative, informed and in touch thanks to their heavy consumption of the internet. The iGeneration research project explores this group in depth, identifying key and emerging trends, pop culture influences, their favourite hangout spots, things they do for fun, relevant and irrelevant brands and much more. In order to truly understand the group and derive fresh insights, research is conducted within the respondent’s space such as the res on university campuses and places where they hang out.



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