The Top 16 Youth-Owned Brands Awards (Yobas) is back for its fourth consecutive year, set against the vibrant backdrop of Sandton on June 21. This event continues its mission to celebrate and amplify the initiatives of young South African entrepreneurs who are not just dreamers but doers, actively crafting viable solutions to the nation’s pressing social and economic challenges. The Top 16 Youth-Owned Brands Awards (Yobas) is back for its fourth consecutive year, set against the vibrant backdrop of Sandton on June 21. This event continues its mission to celebrate and amplify the initiatives of young South African entrepreneurs who are not just dreamers but doers, actively crafting viable solutions to the nation’s pressing social and economic challenges.
Image: Supplied
The Top 16 Youth-Owned Brands Awards (YOBAs) is set to shine a spotlight on the transformative efforts of young South African entrepreneurs on June 21 in Sandton.
Now in its fourth year, this prestigious event has steadily grown, recognising the impactful innovations and solutions that youth are creating to tackle the country's pressing social and economic challenges.
In an exclusive conversation with the Saturday Star, Pat Mahlangu, the founder of YOBAs and Lerato Agency shared the inspiration behind these awards, detailing how they stem from his dual passions: brand building and youth development.
Mahlangu has created a platform that not only highlights the achievements of young entrepreneurs but also strives to reshape the narrative surrounding youth in South Africa.
“The awards were born out of what I call two of my passions. One is I love brands; I am passionate about brand building. The second one is youth development. Combining the two, that is how the YOBAs were created,” he explained.
Mahlangu further expressed concern regarding the media's often negative portrayal of young people, a narrative he aims to change. “There is never a time we talk about young people in a positive lens,” he noted.
Through YOBAs, Mahlangu seeks to shift perceptions, asserting that young people are significant contributors to South Africa's economy and the overall image of the nation. “I want to challenge that idea that young people are lazy. Instead, we should highlight their contributions.”
He firmly believes that strong brands are essential for economic growth. “Brands are what build the economy. If we want to build South Africa's economy, we need to build strong brands,” he stated.
Mahlangu details that young South Africans are uniquely positioned to drive this change, possessing the energy and time to innovate, provided they receive the necessary resources, support, and recognition. “If you want to motivate a young person, just recognise them. Recognition can be the greatest motivator, which sums up what the YOBAs are all about,” he said.
This year's ceremony promises to be particularly significant, expanding its reach to include young entrepreneurs from across the African continent.
“What makes this one really special is the fact we continue to expand our reach to also include other African youth participate in the platform but what makes even more special is that we will be working on a formal research report that seeks to understand the needs of young entrepreneurs in South Africa. That should help some of our partners to come up with solutions that really address real needs of young entrepreneurs in South Africa. That is the biggest highlight for us.”
With just days until the closing date, April 4, 2025, the prestigious awards platform has urged the public to seize this opportunity to nominate their favorite youth-owned brands.
Saturday Star
anita.nkonki@inl.co.za