The Marketers Association of Zimbabwe (MAZ) is set to introduce the Teen Superbrand Awards next month to recognise and celebrate brands that strategically resonate with the teenage market.
The association’s Executive Secretary, Gillian Rusike made the announcement in a statement last week.
“Scheduled for May 30, 2025, this awards ceremony will not only spotlight exceptional brands, but also foster innovation and excellence across various sectors,” Rusike said.
The MAZ boss explained that the initiative was necessitated by the absence of a programme to recognise and reward brands that appeal to teenagers.
“While the original Superbrand Awards initiative has celebrated brands excelling across diverse sectors, a significant gap has been identified: the urgent need for a dedicated platform that honours those brands that resonate specifically with the teenage demographic,” he said.
Rusike indicated that the association would rope in market, media and social research firm, the Consumer Feedback Consultancy to ensure that the award results give the correct picture of teen consumers’ brand preferences in Zimbabwe.
“In partnership with Consumer Feedback Consultancy, MAZ will implement a robust research methodology to ensure the awards reflect the authentic preferences of the young consumers. The Teen Superbrand initiative is a dynamic extension of the esteemed Superbrand Awards, which has been recognizing top brands in Zimbabwe since 2009,” said Rusike.
The MAZ Executive Secretary explained that recognizing brands that resonate with teenagers was crucial for the long-term sustainability of the local marketplace. He said that casting a spotlight on the brands would ensure that they remain relevant and thrive as they adapt to the evolving youth-centric consumer landscape.
Rusike further highlighted that the initiative would identify brands that have successfully cultivated loyalty among teenagers in Zimbabwe. He pointed out that contrasting the brands with their international counterparts would provide valuable insights to empower local businesses to tailor their marketing strategies effectively. The new awards initiative is also expected to provide insights and understanding of the current market dynamics, enabling brands to align their strategies with the preferences and behaviours of the youth.