Pat Mahlangu. Picture: Supplied
As the Annual Top 16 Youth-Owned Brands Awards (Yobas), set for June 20 and 21, draw near, Pat Mahlangu, 32, founder and CEO of Pat on Brands and Lerato Agency, is committing to take things up a notch this year, expanding their reach.
When Mahlangu introduced the awards to South Africa years ago, he said the aim was to dispel the perception that young people are apathetic and uninterested in making change.
He also claimed that although young people are actively involved in the South African economy, their contributions are not sufficiently highlighted.
After running for three years, the awards continue to be a beacon of light for young entrepreneurs, recognising and celebrating the brands that are owned and run by youth, Mahlangu said.
The Pan African Firms category, which includes the Top West African Brand, Top East African Brand, and Top SADC Brand, and aims to honour and celebrate youth-owned firms from Pan African nations, is one notable way that the Yobas have broadened their scope outside South Africa.
“This year, the Yobas will be bigger than they have ever been. We are excited about the new categories. They are a reflection of our commitment to act on the feedback that we receive from our stakeholders. The festival will feature exhibitors from other parts of the continent,” he said.
According to Mahlangu, the new categories that encompass the rest of Africa were introduced since the AU declared June 16 to be the Day of an African Child.
These categories will showcase the initiatives taken by young Africans to upend the status quo, create jobs, and support their nations’ economic development.
Other new categories include Top Women-Owned Brand, Top Creative and Arts Brand, and Top Manufacturing Brand, in addition to the new Pan African categories. A special prize will also be given to a young South African who embodies global excellence and stature.
Some previous categories have been merged: food and beverages; education and literature; footwear and accessories.
Below is the full list of all the 2024 categories:
Top Agriculture Brand
Top Apparel Brand
Top Creative and Arts Brand
Top Food and Beverage Brand
Top Footwear and Accessories
Top Hair and Beauty Brand
Top Homeware Brand
Top Education and Literature Brands
Top NPOs and Charity Brands
Top Technology Brand
Top Health and Wellness Brand
Top Manufacturing Brand
Top Media Brand
Top Personality and Influencer Brand
Top Service Brand
Top Travel and Tourism Brand
Nominations were officially opened on February 13 and will close on April 17 with the public open to nominate their favourite youth-owned brands or any brand of their choice on the Yobas website.
The awards will be preceded by a two-day Festival of Youth-Owned Brands on June 20 and 21, with the awards ceremony taking place on the evening on June 21 at the Sandton Convention Centre.
The Star
anita.nkonki@inl.co.za
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