ICMIF member AVBOB (South Africa) has been named the ‘Coolest Insurance Brand’ in the 20th Sunday Times GenNext Survey, a leading benchmark of South African youth culture, conducted by Yellowwood. The survey identifies the most favoured brands by young South Africans, and the 2024 results were announced on 18 November 2024 in Johannesburg.

With over 7,200 respondents between the ages of 8 and 24, this year’s survey recognised AVBOB for standing out as a brand that resonates with the nation’s youth, who are regarded as key influencers in shaping future trends. AVBOB CEO, Carl van der Riet, expressed his delight at the recognition, “It’s incredibly gratifying for a 106-year-old brand like ours to be embraced by the youth – the future of South Africa. This accolade assures us that AVBOB is in good hands and poised for another century of success. As Africa’s largest mutual society, we are committed to evolving our strategies to stay youthful, relevant and forward-thinking.”

As a mutual society AVBOB says it operates with the sole purpose of serving its members’ interests and the broader community. Van der Riet reflected on the brand’s origins, saying: “Founded to support people in times of need, AVBOB has never wavered from its original mission. Our mutual status remains a core part of our identity and will continue to guide us in meeting the needs of our members.”

Speaking about this recognition, AVBOB says it believes the Sunday Times GenNext Survey is a trusted resource for understanding what young South Africans find aspirational and “cool”. As the definitive voice on youth trends, the survey provides valuable insights into the brands with which young consumers identify, making it a vital tool for marketers and brand managers.

Van der Riet concluded: “Understanding what drives the brand preferences of the youth is essential for businesses to succeed and stay relevant. This recognition by South Africa’s next generation of leaders and decision-makers only strengthens our commitment to their future.”