The younger generations in Africa are changing the digital economy globally. The continent is quickly becoming the new centre of digital innovation, content production, and influencer marketing, with Gen Z and Gen Alpha together constituting a demographic force that is unparalleled globally. By 2030, an estimated 375 million young Africans are anticipated to join the workforce, according to the International Labour Organisation. Africa accounts for 42% of the world’s youth, and its impact on international trade and culture is rapidly expanding. Brands are paying attention.
In a briefing released on June 12, 2025, Dentsu EMEA identified Africa’s youth not just as consumers, but as creators and leaders in a mobile-first economy that increasingly values authenticity, connection and local relevance.
Digital natives leading the charge
“With over 495 million mobile subscribers, Sub-Saharan Africa has one of the fastest-growing mobile penetration rates in the world,” Emma Odendaal, head of impact at Dentsu EMEA, stated during her speech at VivaTech in Paris. “Young Africans aren’t just online—they’re influencing the platforms, conversations, and content of the future as connectivity grows and mobile devices become more widely available,” she stated. Gen Z uses digital platforms to interact with communities, brands, and influencers, in contrast to earlier generations that primarily use social media to connect with friends. They are adept at deciphering rapidly evolving digital trends and possess a high level of marketing literacy.
Brands embrace creator-driven strategy
Brands are increasingly shifting their advertising dollars to creator-led campaigns in response to this change in consumer behaviour. According to the Google/IFC e-Conomy Africa research, by 2025, Africa’s internet economy would generate $180 billion in GDP, and by 2050, it will have grown to $712 billion. In the meantime, Statista projects that South Africa’s influencer ad market will expand by 10.1 percent a year over the following five years, reaching over $30 million in 2025. Influencer marketing has been a major strategy for the multinational consumer goods company Beiersdorf, which owns brands like Eucerin, Nivea, and Nivea Men. The company’s PR manager and precision influence, Sne Njapha, stated:
‘Influencer marketing is now a key strategic pillar for us. It’s how we meet our consumers — in real time, in real communities.’
Beiersdorf’s head of integrated media, Teniel Nelson, noted that over 60 percent of brands in South Africa are increasing investment in influencer marketing in 2025.
Raising standards in a booming sector
Rapid expansion necessitates responsibility and organisation. Launched in 2024 by the Interactive Advertising Bureau South Africa (IAB SA) in partnership with industry stakeholders, the South African Content Creator Charter seeks to guarantee ethical engagement and professionalise the business. Dentsu was among the first people to sign the charter. Odendaal stated, “We see this as a turning point.” “Creators are now professionals propelling Africa’s digital economy, not just freelancers.” Regulation protects brands, fosters trust, and guarantees that artists can pursue long-term careers. Gen Z is driving Africa’s digital transformation, and its impact is already present rather than just growing. Additionally, the continent’s youth are affecting not only Africa’s future but also the world’s due to growing connectedness, increasing markets, and changing content ecosystems.
