Marketing
Managing Gen Z In A Marketing Team In 2026: A Millennial’ s Perspective
By Linus Kemboi
Think the Gen Z wave is a passing cloud? Think again.
In 2026, managing a marketing team is constantly evolving and looks nothing like the early days when millennials first entered the workplace. Back then, we reported to fellow millennials and a few from the older generation. Concepts like hybrid or remote work were almost nonexistent. Recently, a Gen Z colleague asked me,“ Why do you go to the office every day if your work is digital? Can’ t you do it from home?” I just smiled and nodded. This is the generation we are working with and they are entering the workforce fast, while also leaving it at an alarming rate.
As a millennial working with and managing Gen Z creatives and marketers, I’ ve realized they are not here to simply execute instructions. They will ask questions. They want the why, the context, the purpose and they will confidently contribute ideas on how the work should be done better. Gen Z grew up with smartphones and social media as part of their daily lives. They expect instant feedback, move fast, think visually, and understand digital culture in ways we never learned in university. What some call impatience is, to them, clarity. They want to see immediate impact and move on, they genuinely believe they have better things to do.
That said, the friction between Gen Z and millennials( and even our parents’ generation) is real. Gen Z prefers flexibility and are not fans of the traditional 8-5 culture that we are used to. They are constantly looking for new, faster ways of executing tasks and with AI and Machine Learning things are working even pretty well for them. However, they also require closer follow-up and guidance, as they can lose interest quickly if work feels repetitive or uninspiring.
Millennials, on the other hand, were taught to work hard, stay quiet, and push through. Today, we sit in the middle, translating expectations from senior leadership while trying to build trust and motivation within younger teams. The upside? I have noted Gen Z relates more easily with millennials, making collaboration more natural when handled right.
Gen Z grew up with smartphones and social media as part of their daily lives. They expect instant feedback, move fast, think visually, and understand digital culture in ways we never learned in university. What some call impatience is, to them, clarity. They want to see immediate impact and move on, they genuinely believe they have better things to do.
Some days will be frustrating of course with missed timelines, uneven followthrough, or creative detours that miss the main goal. But when a Gen Z is given full creative freedom, clear objectives, and space to experiment, they perform exceptionally well. Their ideas are bold, culturally sharp, and aligned with where the tech savvy audiences actually are; TikTok, Instagram, Snapchat, WhatsApp, Pinterest, even Quora.
Facebook? They’ ll tell you that’ s for“ the old people,” and honestly, that conversation alone will humble you.
What managing Gen Z has taught me is that leadership in marketing is no longer about control it’ s about collaboration. In the African context especially, the brands that will win in 2026 are those that truly understand youth culture. Gen Z marketers bring that energy naturally to the spaces without struggle while Millennials on other end bring strategy, structure, experience, and resilience. When these strengths are combined, the results are powerful.
Managing Gen Z in 2026 is about playing to their strengths while keeping standards high, clear communication and followthrough. As millennials, our role is not to compete with them, but to guide, collaborate, and grow together, building marketing teams that are creative, relevant, and genuinely exciting to work with.
Linus Kemboi is an Assistant Manager- Brand, at Minet Kenya. You can commune with him on this or related matters via email at: Kemboilinus5 @ gmail. com.
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