South Africa, Oct. 17 -- Spend time on global marketing forums or scroll through LinkedIn, and you'll see the same message repeated that Millennials and Gen Z are the people approving budgets and choosing partners.

They grew up online, and they search before they speak to sales, prefer a quick video to a brochure, and trust social proof more than cold calls.

In Africa, Generation X is still making the decisions. These are leaders who built their careers on relationships, trust, and consistency. They're not anti-digital; they just engage on their own terms.

Who's really calling the shots?

Across South Africa and the continent, Gen X still holds the senior titles.

They run businesses that survived economic shifts and digital waves.

Th...