Gen Z Quietly Changing the Rules of How Brands Are Chosen

Google may still dominate traditional search, but South Africa's Generation Z (Gen Z) is quietly changing the rules—and smart marketers are starting to take notice.

- Jeremy Maggs

New research from the World Association of Advertisers (Warc) and TikTok reveals that search behavior is shifting dramatically, especially among younger users, with nearly half of Gen Z now searching more frequently on social and video platforms than three years ago.

Globally, search advertising already accounts for 22% of media budgets—and is expected to top $265 billion by 2026—but increasingly, that money is following audiences to platforms like TikTok, YouTube, and Instagram.

In South Africa, this shift is even more important. Gen Z—those aged 12 to 27—makes up 46% of the population, or approximately 27.5 million people.

They're the largest generational group in Africa, and their influence extends far beyond their age or income.