In this thought-provoking article, Inamangwe Mtumtum explores the growing imposter syndrome faced by strategists working in an increasingly uncertain world. Against the backdrop of South Africa’s economic challenges, unemployment, rising living costs, and shifting consumer behaviour, the article argues that brands must move beyond superficial empathy and embrace authenticity, accountability, and a deeper understanding of consumers navigating complex realities.
Tag: branding
Why Gen Z Is Quietly Switching Off Brands That Don’t Walk the Talk
As Gen Z’s cultural influence and spending power rise, brands that fail to align actions with values risk being quietly muted, warns Penquin, a leading South African brand agency. In 2026, Gen Z favors brands demonstrating authenticity, transparency, and long-term commitment to social and environmental causes over flashy campaigns or performative activism. Nicole Glover, Executive Creative Director – Digital at Penquin, emphasizes that “story-doing” and ethical consistency, not storytelling or influencer collaborations, drive trust and loyalty among younger audiences. Data shows 68% of Gen Z in emerging markets switch brands over inauthenticity, while 73% of South African youth support brands taking risk-bearing stands on social issues. Brands that embed values into their operations, practice accountability, and prioritize radical transparency will succeed in capturing Gen Z advocacy.