Ghana Ranks Global Top 25 for Gen Z Advertising - News Ghana

Published: Thursday, September 25, 2025 at 9:28 am

Ghana Emerges as a Leader in Gen Z Advertising

A new study by adtech platform Eskimi reveals that Ghana ranks 25th globally in terms of the number of advertising campaigns targeting Generation Z. The research, which analyzed over 81,000 display advertising campaigns worldwide, highlights Ghana's proactive approach to reaching this influential consumer group.

The study underscores the economic significance of Gen Z, who are projected to drive substantial global growth in the coming years. This generation, already accounting for over 17% of global consumer spending, is poised to become the wealthiest in history. The research also indicates a shift in global purchasing power, with less than half of Gen Z spending originating from Western markets.

While Ghana demonstrates a strong focus on Gen Z advertising, the study reveals a unique trend. Fast-Moving Consumer Goods (FMCG) brands dominate Gen Z-targeted campaigns in Ghana, unlike the global trend where other sectors like education and technology play a more significant role. This contrasts with the global landscape, where FMCG campaigns account for 51% of Gen Z campaigns, followed by education and technology.

The research also highlights the challenges of engaging Gen Z consumers. Campaigns targeting this demographic often experience lower click-through rates compared to other age groups, indicating their selective engagement patterns and high expectations for authentic and creative content. Marketing experts recommend that brands prioritize innovative ad formats, diversify channel strategies, and emphasize authenticity in their messaging to capture Gen Z's attention.

The study's methodology examined display advertising campaigns active between August 2022 and August 2025 across 184 countries. The findings suggest that Ghanaian businesses are demonstrating an early understanding of demographic trends that will reshape consumer markets. Early brand relationships established through thoughtful advertising could translate into significant competitive advantages.

BNN's Perspective:

This study underscores the importance of adapting to evolving consumer demographics. While Ghana's focus on FMCG brands is notable, the broader trend suggests that brands must diversify their strategies and embrace authenticity to effectively engage Gen Z. This requires a nuanced understanding of their preferences and values.

Keywords: Ghana, Gen Z, advertising, Eskimi, consumer spending, FMCG, marketing, demographics, campaigns, click-through rates, consumer trends, brand relationships

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