More than 12 000 young South Africans have voted Mall of Africa in Waterfall City as the country’s “Coolest Mall” for the fourth consecutive year in the 2021 Sunday Times Generation Next Awards.

The annual Sunday Times Generation Next survey canvasses the opinions of young people from around South Africa across more than seventy categories to measure brand preference and consumer behaviour. 

Conducted in association with leading youth market specialist, HDI Youth Marketeers, the survey is considered South Africa’s leading annual survey to plot brand preference and consumer behaviour within this demographic group. 

“We are deeply grateful for an endorsement of this nature from a demographic that is immensely powerful in terms of household spend – approximately R120-billion per year – as well as opinion leadership. 

“These are the influencers that first determine where the rest of the market will follow. 

“We are immensely proud that our offering continues to receive such a resounding nod from such a critical, discerning, and often fickle, market,” says Johann Fourie, General Manager at Mall of Africa.

In its fifth year now, Mall of Africa recognises the intense competition chasing this consumer. It therefore continuously refines its tenant mix to offer exactly what the discerning contemporary South African shopper is looking for, says Fourie.

The tenant mix is a powerful blend of top international and local brands across all the lifestyle and retail categories. 

These range from everyone’s favourite South African fast foods to everyone’s most sought after fashion signatures such as Laduma Ngxokolo’s iconic MaXhosa knitwear. 

Great local offerings include Era by DJ Zintle, the fashion-accessory brand founded in 2012 by South African House Music DJ, author and super mom as well as one of the first flagship Clicks Baby stores, a one-stop destination for the a – z of baby and childcare. 

A new generation Nando’s rounds off the local is lekker offering in the food court.

New additions for the tech savvy include one-stop destinations Hi-Fi Corporation and Computer Mania.  Look out for upcoming international iconic stores such as Ted Baker, Pringle and Birkenstock.

“Both our tenant choice and our partnerships such as our association with South African Fashion Week, the country’s premier fashion designer platform, reflect Mall of Africa’s determination to remain the most cosmopolitan as well as proudly South African destination shopping experience on the continent. We are humbled and delighted that our young consumers recognise this vision.”