South Africa, Oct. 2 -- Eskimi conducted a study that highlights this gap, ranking South Africa in second place among the analysed countries running the most Gen Z-focused ad campaigns.

Why should advertisers care about Gen Z?

Gen Z is wealthier at this stage of life than any generation before it, according to a recent NielsenIQ and World Data Lab report. They already represent over 17% of global spending, amounting to $57,6tr, a figure projected to exceed $67tr by 2030.

This estimate would make Gen Z the world's wealthiest generation with the highest purchasing power.

"Gen Z is the first generation to grow up entirely online, fluent in social media, e-commerce, and digital platforms from an early age."

"They move seamlessly between ...