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.
Tag: marketing
The Chartered Institute of Marketing and the Tanzania Marketing Science Association Announce Partnership
The Chartered Institute of Marketing (CIM) and the Tanzania Marketing Science Association (TMSA) have formed a partnership to advance the marketing profession in Tanzania and the UK. This collaboration aims to provide marketers with access to development opportunities, align qualifications, and promote excellence in the field.
Performance Marketing Isn’t Sexy, But It’s Pretty Smart
I was lucky enough to be invited to contribute a chapter to The Book Every Marker Should Most Definitely Read, alongside a group of people I regard as friends, colleagues and mentors. They had all sorts of amazing things to say about strategy, creativity, messaging, personalisation and the way the evolving digital world is changing the way marketing works, all the time.
3 strategies to maximise your Return On Ad Spend this retail season
Daniel Levy, Co-Founder of ad and data-tech platform Flow, believes the answer to staying competitive lies in first-party data. By harnessing the power of data already at their fingertips, local retailers can target customers more precisely and get the most out of their marketing budget. Levy, alongside experts like Woolworths’ Zack Nossel, reveals how brands can use data-driven insights to create hyper-targeted offers and boost sales in the weeks ahead.
How to simplify customer interactions for happier, more loyal customers
Simplifying customer interactions can lead to happier, more loyal customers. There is more choice than ever before, meaning customers are not forced to endure a customer experience (CX) that is characterised by clutter or unnecessary friction.
From vision to reality: How Absa CIB’s new TVC champions human centred relationships
In the fast-evolving landscape of financial services, distinguishing oneself requires more than just competitive solutions and services. To achieve success, it requires a deep understanding of your clients’ needs, an empathetic approach, and a commitment to their success. This approach underscores Absa Corporate and Investment Banking’s (CIB) latest campaign, which showcases not only that “Your story matters” but that Absa CIB is truly “Invested in your story.”
Beyond metrics: Trust is crucial to brand building
Vanity metrics aside, trust plays a vital role in the longevity of global brands; with key players such as Google, Coca-Cola, and Apple – which are known for their iconic logos and substantial market shares – focused heavily on continuously building consumer trust. Ivie Media’s partnership with Tractor Outdoor and Lula highlights this approach, providing SMEs with opportunities to boost their visibility and achieve long-term growth. Amid economic challenges, marketing leaders must balance short-term performance with long-term brand building to secure sustainable success.