Unleash Gen Zs’ talent to unlock innovation in creative sector – experts
By Seun Johnson
As a restless and tech-savvy generation with the power to unlock creativity, the rate at which Generation Z otherwise known as Gen Zs is transforming and disrupting the creative industry has become an inexhaustible subject of discussion among players in the Integrated Marketing Communications sector.
By leveraging their digital prowess and passion for social causes, these young generation of abundant talents have visibly brought a fresh perspective to the creative industry, creating an atmosphere of innovation and diversity in the work environment.
In a recent chat with MARKETING EDGE, some young professionals identified disruptive nature and innovative mindsets as some of the qualities that set Gen Zs apart in their workplace and urged employers to harness these attributes to unlock creativity in the advertising landscape.
According to Openiteri Joy-Adaeze, a Copywriter with Digisplash, naturally, the Gen Zs possess a unique and remarkable array of skills, styles and values that set them apart in their delivery on digital innovation and cultural agility. She noted that these qualities have continued to challenge advertising agencies to offer dynamic opportunities that align with their hyper-active nature in their search for innovation.
“I feel GenZ’s bring a breath of fresh air to communications. They come with creativity, admirable styles, energy, and these days, communication gets more creative with them, harnessed by their unique style of doing things, so it gives more room for creativity to thrive.”
Also sharing his thoughts on their tech-savvy nature, Kunle Sanni, Content Lead at the Creative Agency revealed that Gen Zs have spent their formative years in a technology-dominated world and their intuitive grasp of digital tools has positioned them as innate creators in a tech-driven landscape.
Sanni called on advertising agencies to harness their potential by offering them mentorship programmes that will further deepen their knowledge for the future.
“Their generation offers a fresh perspective especially in the creative industry, which is why they are being regarded as the internet or creator generation because they were born into a digitally driven world and they are being confined by traditional concepts of doing things. That makes them a forward-thinking generation. They always advocate for a better work balance to make their creative processes more commendable.” he said.
Considering their level of eccentricity and disruptive tendency, how then can employers successfully manage the Gen Zs in their employ for creativity and innovation?
Sharing his thoughts on this thought-provoking question in a separate interview with MARKETING EDGE, Emeka Okeke, Managing Partner and Chief Executive Officer of MediaFuse Dentsu Nigeria Limited, stated that employers need to invest in themselves in order to know how Gen Zs behave if they must keep them in one place.
According to him, employers have to understand that the Gen Zs are a different breed of human beings who need some degree of flexibility in the way their workplace is structured, the way they dress and their culture. He stressed that if the people above them cannot speak the language of the social media which they understand better, they are likely to walk away.
“There is no one way to this. It’s a combination of understanding the social psychology of how they behave, equipping yourself with enough knowledge on how to interact with them, creating the right work environment and giving them the right tools. God willing, you make enough money and pay them enough to make them work for you. But you must see a vision of where they are going,” Okeke advised.
Also corroborating his position in another chat with the magazine, Udeme Ufot, Chief Executive Officer of SO&U noted that it is a question of succession which begins by identifying quality human resources that are brought into the agency.
For employers to retain Gen Zs in their agencies, they must train them, give incentives to stay, mentor, coach and give them the opportunity to express themselves. By doing these they will begin to see a future in the company.
“I currently have young talents who are in their early 30s. Those are the future of SO&U. But I can only try because the clients are not helping. If agencies are not compensated well, they can’t pay their staff well. If they are not paid well the staff cannot stay, ” Udeme stressed.
Gen Z refers to the demographic cohort born between the mid-to-late 1990s and the early 2000s. They are the generation succeeding millennials and are known for their digital nativism, social consciousness and diverse perspectives.
However, players in the creative sector who realize the worth and contribution of this generation to their agencies have gone beyond discussing their disruptive nature and creative tendencies. They have rather developed strategies on how to retain and manage them for optimal productivity and creativity.
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