Gen Zs are redefining communication processes in ad spaces – Creatives
By Felicia Nwosu
The advancement of technology and the disruptive nature of Generation Z are changing communication processes in the advertising market. To encourage them, brands and businesses should create an inclusive and collaborative working environment that will bring out the best of their creativity.
The above assertion was made by some young professionals in the Nigerian creative industry while sharing their thoughts in separate interviews with MARKETING EDGE.
They pointed out that Gen Zs should be given the opportunity to lead and contribute their unique perspectives in shaping the future of creative and technology-driven sectors of the economy.
Kunle Sanni, Content Lead at Digisplash asserted that Gen Zs, having spent their formative years in a technology-dominated world, possess intuitive grasp of digital tools and platforms, which has positioned them as innate creators in a tech-driven landscape. He called on advertising agencies to harness their aspirations 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. They were born into a digitally-driven world and could hardly be 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.
Openiteri Joy-Adaeze, a Copywriter with the fast-rising creative agency, Digisplash, admitted that naturally, the Generation Zs possess a unique and remarkable array of skills, styles and values.
She added that such uniqueness has set Gen Zs apart in their delivery of digital innovation and cultural agility, and also challenges advertising agencies to offer dynamic opportunities that align with their hyperactive nature.
“I feel Gen Zs bring a breath of fresh air to creative communication. They come with creativity, admirable styles, energy, and communication gets more creative with them, because of their unique style of doing things.”
Seun Majekodunmi, Motion Designer with Digisplash, reaffirmed that the innate nature of Gen Zs as digital natives allows them to refine processes, amplify productivity and introduce creative approaches.
“From my experience, Gen Zs are already exposed to the internet natives right from birth, they approach issues with a different perspective compared to the older generations, especially in adapting to new developments. They tend to value transparency and even their relationship with brands is a bit different, because they are not afraid to speak their minds even in issues that earlier generations would like to shy away from. That helps them to define their beliefs and also makes brands know what to bring out for them in terms of products.”
Lara Jawade, another Copywriter at Digisplash, also lauded the various contributions and impacts by these innovative young disrupters. She averred that their presence has created an aura of innovation within the ad space where technological adaptability and forward thinking are paramount.
“Gen Zs are already making an impact. When we check on our social platforms, messages are now more concise, authentic and even shorter because the generation is moving towards shorter videos. Gen Zs are leveraging different work spaces to make a great impact in the industry.”
Tobenna Okonkwo, Brand Manager with Digisplash also confirmed that the influence of Gen-Z has become increasingly critical, especially in their approach to work which is shaped by a blend of digital nativity. She asserted that understanding and harnessing the potential of Gen Z is not just advantageous, but also essential for brands that wish to thrive aggressively in the competitive market.
“Gen Zs are very daring, fearless and also disruptive. It is very critical that we need it in this day and time. We need people who are not afraid to be themselves. Their truth is their truth, which is the one way they can influence communication in general by being disruptive and coming in hard with their beliefs.”
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