On Tuesday 16 September, Women in Marketing Africa, in partnership with Kantar, brought together more than 60 senior marketers, brand leaders, agency executives, Gen Z professionals, and content creators in Johannesburg for the second edition of the Real Talk Debate Series. The question on the table: Is the industry truly ready for Africa’s Gen Z audiences?
With Gen Z making up more than 60% of Africa’s population, this conversation couldn’t be more urgent. Gen Z are digital and social natives, values-led, and action-driven. They expect brands not just to represent them, but to co-create with them, take a stand on issues that matter, and prove their authenticity beyond slogans and hashtags.
From Surface to Substance
One of the most repeated themes of the debate was the move from surface-level tactics to meaningful engagement. As one panellist put it: “It’s not about just having your brand look good on TikTok or Instagram. It’s about what value you are actually delivering by being there - not every platform is right for every brand.”
This insight resonated with live poll results: 31% of delegates said brands are most guilty of misreading Gen Z through the superficial use of trends and language to appear fluent.
The call to action was clear: it’s time for brands to stop chasing aesthetics and start investing in authentic storytelling, relevance, and long-term trust.
Co-Creation, Not Control
Influencer marketing was also put under the microscope. Delegates and panellists agreed that the era of brands simply sending influencers a brief is over. The next level is deep co-creation - involving Gen Z creators and audiences from the outset in shaping ideas, testing creative, and iterating campaigns.
Senamile Zungu of Kantar challenged the industry to go further: “We’ve been speaking about Gen Z, but not to Gen Zs. Brands must hold space at the level Gen Z requires — complex, nuanced, and multidimensional. Intergenerational conversations are so needed.”
Generations in Context
The debate also drew out useful contrasts across generations. Millennials didn’t start with digital, but brought it into the workplace. Gen Z are true digital natives who are purpose- and impact-driven. And on the horizon, Gen Alpha will be AI-natives — “get ready for more ‘main character energy’,” one speaker noted.
Yet, Khensani Nobanda of Nedbank warned against focusing only on differences. Referring to the insights shared in the Fireside chat she remarked: “The data shows that what Gen Z women are facing or want isn’t that different to what Millennials or Gen X wanted. Yes, the platforms change, but the values must remain consistent no matter the channel.”
Purpose, Trust, and Walking the Talk
The issue of purpose-driven marketing sparked some of the most animated discussion. Gen Z expect brands to stand up on social and cultural issues, but they are quick to call out empty statements. The live poll drove this home: 84% of delegates agreed that “purpose fatigue” isn’t a Gen Z problem — it’s a failure of brands not walking the talk.
As Kerryn Greenleaf of AB InBev argued: “Marketing has to lead here. If this isn’t the part of the business that takes the risks, shows courage, and pushes for change, then no other function will.”
Trust was another critical theme. In the pre-debate poll, 28.6% of delegates said building trust through transparency should be the top priority for brands trying to win Gen Z audiences.
Risks and Opportunities
The risks of getting it wrong are high. In a live poll, nearly half of the delegates (47%) identified loss of long-term loyalty as the biggest commercial risk of failing to connect authentically with Gen Z.
But the opportunities are equally powerful. 38% of delegates identified “democratising influence” — the rise of peer-to-peer and micro-creators — as Gen Z’s greatest disruptive power in Africa’s marketing landscape. This shift challenges traditional media and brand hierarchies, creating new spaces for collaboration and innovation.
The Power of Empathy
The debate also underscored the role of empathy — particularly as a leadership superpower. As Kerryn Greenleaf noted: “To serve the needs of a new generation, you have to properly listen. That’s how you understand your core audience and build outwards to your halo audience.”
This emphasis on listening was echoed across the panel. From using diverse focus groups as “green rooms” for creative testing, to creating campaigns that reflect Gen Z’s refusal to stay in one box — whether that means being an entrepreneur, an activist, and a style icon all at once — the message was clear: empathy and openness are essential tools for connecting with this generation.
What’s Next?
“Gen Z have already redefined the rules of engagement,” said Andrea Djan-Krofa, Founder of WiM Africa. “This debate wasn’t about asking if we’re ready. It was about holding up a mirror and asking: what more can we do? Is what we’re doing working — and if not, why not? By bringing women leaders, brand strategists, and Gen Z voices together, we’re shaping a future where marketing in Africa is both bold and inclusive.”
Ivan Moroke, CEO of Kantar South Africa, added: “The real mic drop moment is that Gen Z’s women of Africa are living a reality like no other. Successful brands of the future will be the ones that do the work to better understand these unique experiences. That’s the real numbers game.”
The insights from Johannesburg will feed into WiM Africa’s upcoming White Paper on Gen Z Audiences, to be published in October 2025. The paper will feature contributions from brand leaders, agency executives, academics, media owners, and Gen Z voices themselves.
The Real Talk Debate Series continues with upcoming editions in Nairobi and Lagos in early 2026.
>>> See more photos from the debate here
>>> Stay tuned for the highlights video and white paper release.
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