Johannesburg, South Africa – 9 October 2025. With youth unemployment at a staggering 46% among the highest globally. The Top 16 Youth-Owned Brands Awards (YOBAs) in partnership with Context Africa, have launched a landmark national research initiative to understand and strengthen the youth entrepreneurship ecosystem in South Africa.
Founded in 2022, the YOBAs celebrate and recognise excellence among young South African entrepreneurs who are building impactful, authentic, and innovative brands. The awards were created to spotlight youth-led businesses that drive economic growth, inspire innovation, and shape the narrative of African entrepreneurship. Over the years, the initiative has become a powerful platform that amplifies youth voices, connects ecosystems, and positions young brand owners at the centre of Africa’s creative and economic future.
This study comes at a critical moment when economies like South Africa and across much of the continent, youth-owned brands and youth entrepreneurs aren’t just economic participants; they are essential drivers of innovation, inclusion, and long-term sustainability. As traditional employment avenues stagnate, the entrepreneurial spirit of young people is not only shaping new markets but also offering a powerful path to economic resilience.
The initiative will deliver robust data and insights to inform policy, guide private sector investment, and support development partners seeking to back the continent’s next generation of business leaders.
“Our partnership with Context Africa on the Youth Entrepreneurship Study is a game-changer for youth development in South Africa and across the continent. For the first time, we’ll have data-driven insights that tell the real story of young entrepreneurs — their challenges, their innovations, and their impact. This study will help shape how we support and invest in Africa’s next generation of brand builders,” said Pat Mahlangu, founder, Top 16 Youth-Owned Brands Awards.
“South African youth are already building their own brands. They’re driven, energetic, and undeniably talented. The challenge isn’t ambition—it’s access. We need data to understand the how, and support to ensure long-term sustainability,” said Tshepang Makofane, Founder, Context Africa.
Study Objectives:
- Identify the barriers and enablers young entrepreneurs face across sectors and regions.
- Build an evidence base to inform public policy, private-sector investment, and donor programmes.
- Centre youth entrepreneurs voices and lived experiences to shape practical, scalable interventions.
The research will span urban, and rural contexts and include both quantitative and qualitative fieldwork. Final results will be published as part of Youth-Owned Brands Awards insights and made available to policymakers, funders, enterprise development teams, and academic institutions.
Why This Matters
Africa has the youngest population in the world—but without meaningful economic inclusion, the continent’s demographic advantage could become a liability. Youth-owned brands represent not just promise but power: to shift narratives, grow industries, and build a more inclusive, resilient future.
This study is a platform to develop interventions that are data-driven, youth-informed, and built for real-world results.
For strategic briefings or partnership enquiries:
Pat Mahlangu
Founder: Top 16 YOBA
+27 74 237 5118
Or
Tshepang Makofane
081 400 8406
