Ghana makes global top 25 for Gen Z Ad campaigns
The nation has secured a spot among the top 25 countries globally running advertising campaigns targeted at Generation Z, according to a new study by global AdTech platform Eskimi.
The ranking highlights the country’s growing recognition of Gen Z’s influence and purchasing power, as they emerge as the soon-to-be wealthiest generation in history.
The Eskimi study, which analysed more than 81,000 online display advertising campaigns across 184 countries between August 2022 and August 2025, placed Ghana in the 25th position worldwide for Gen Z-focused efforts. Greece topped the list, followed by South Africa and Serbia.
According to research from NielsenIQ and World Data Lab, Gen Z is not only wealthier at this stage of life than any previous generation but also the first in which less than half of spending comes from Western markets.
“Gen Z is the first generation to grow up entirely online, fluent in social media, e-commerce and digital platforms from an early age. Brands that delay learning about this audience may struggle to maintain relevance and, ultimately, revenue growth,” said Chukwudi Uketui, Regional Manager for West and Central Africa at Eskimi.
In Ghana, Fast-Moving Consumer Goods (FMCG) brands dominate Gen Z-targeted advertising, accounting for nearly all such campaigns. This trend differs from global patterns, where FMCG makes up 51 per cent of campaigns, but sectors such as education (11 per cent) and technology (6 per cent) also have a strong focus on Gen Z.
“It’s surprising to see that in Ghana, traditional sectors are more active, while technology or entertainment fields, often considered more agile aren’t as focused on Gen Z,” Mr Uketui stated.
He warned that industries slow to engage this generation risk falling behind as Gen Z builds brand loyalties early.
Generation Z’s habits and expectations pose both opportunities and challenges. Eskimi’s data shows that ad campaigns targeting this group often register lower click-through rates compared to those aimed at Millennials, underscoring how selective and demanding Gen Z audiences are.
To succeed, brands must adopt innovative and creative approaches. Eskimi’s study recommends that advertisers use rich media and interactive ad formats, diversify across multiple channels, and emphasise authenticity and originality in their campaigns. Rapid experimentation and adaptation are also critical, given how quickly Gen Z trends evolve.
As Uketui puts it, “Gen Z’s purchasing strength is being shaped in emerging markets. Brands that want to remain relevant can no longer focus solely on Western consumers.”
With Ghana already positioning itself in the global top tier for Gen Z-focused advertising, the challenge ahead lies in diversifying industries, enhancing creativity and ensuring campaigns align with the values and expectations of this rising generation.
