Marketing & Media trends
Marketing & Media trends
- Tech democratisation will set the tone for 2021Andrew Smit and Johan Walters
Construction & Engineering trends
- 3 major trends in the commercial property space in AfricaPeter Hodgkinson
- A bright horizon for South Africa's energy landscapeBarry Bredenkamp
- Achieving developmental goals through constructionCyril Vuyani Gamede
CSI & Sustainability trends
- Time for NPOs to show their real impactKeri-Leigh Paschal
- 5 sustainability trends that will shape business in 2021Christelle Marais
- 4 trends set to continue or be re-interpreted in the NGO sectorInnocent Masayira
- Strengthening NPO skills and processesNazeema Mohamed, Feryal Domingo and Soraya Joonas
- Sustainability is key for social investment in 2021Keri-Leigh Paschal
- 4 trends in employee skills development and training you need to know for 2021Siphelele Kubheka and Desikan Naidoo
Energy & Mining trends
- 10 predictions around fintechDominique Collett
- The 4 themes for the new yearAndrew Duvenage,
- 3 wealth management trends to watch in 2021Maarten Ackerman
- 4 strategies to rethink investing in SMEsKuhle Mnisi
- Microinsurance ready to reach new heightsMarius Botha
- Finding alpha in the age of Covid-19Nema Ramkhelawan-Bhana
- Purpose or profit. It's not a choiceMike Middleton
- Shifting towards a digital - but still human - approachHenry van Deventer
HR & Management trends
- 4 areas in which your business can practice its swivelFrancois Kriel
- 5G is coming. Here's what it could mean for SASamantha Naidoo
- 3 big issues demanding legal attention this yearJonathan Veeran, Nozipho Mngomezulu and Burton Phillips
Logistics & Transport trends
- Auction industry survival depends on going virtualJoff van Reenen
- Covid-19 drives new trends in local property marketMarcél du Toit
- A bold year for beveragesAlex Glenday
- Acceleration of digital paymentsJonathan Smit
- Safety vs sustainability - the packaging industry's key conundrumNthabiseng Motsoeneng
- The evolving e-tail landscapeVilo Trska
#BizTrends2021: Youth in leadership - transformation requires genuine intent
As part of the IAB's Youth Action Council, Tena leads a diverse team of young industry leaders, representing a range of companies and skills in the media and marketing space. Their role is to tackle this inertia in transformation by increasing under-30s engagement and participation in the industry.
"As a team, we all share a common goal of wanting to see the youth within the industry matter and be given platforms to learn, shine and grow - every month of the year, not just in June," Tena said.
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Evan-Lee Courie 29 Jan 2021
He went on to share the council's three key focus areas in driving transformation:
Without accountability, change is difficult to achieve, noted Tena, and part of the youth council's mandate is adding a layer of accountability within and for the IAB, as well as the various heads of member companies within the bureau.
"We also recognise as a group that as much as we're there to hold the top accountable, we're also going to be held accountable by our peers on how we use this platform," he said, which is why platforms of engagement are a priority for the council.
"We truly are interested in how our peers feel, but also in what they experience."
IAB Youth Action Council
Having its own table, while also having a seat at the table, is central to the council's approach - it operates as a standalone, but also collaborates with other councils and committees, explained Tena. And this puts to bed the delaying notion of the youth as the future of the industry, but rather present time leaders. This sort of ownership is vital to promoting diversity, inclusion and transformation, explained Tena.
Tena referenced the #MustFall period in South Africa as a defining moment for millennials in the way the youth embraced leadership but also "perfectly balancing calling out together with calling in. And with that creating a space that allowed for people to not only introspect, but learn and unlearn while also just showing general empathy towards one another".
"As a council, this balance is very important to us too because as much as we want to make a statement, and we want to make a change, it's only possible through collaboration, understanding and mutual respect between us as the council, the group we represent, and also those who walked the road we are on for much longer," said Tena.
Embracing our differences
Stagnation on the transformation front for the last decade or so is probably as a result of second-guessing decisions and not embracing our differences, said Tena. It's also important to look beyond the traditional talent pools in order to build diversity, but even more so as the generational timeline moves resulting in talent found in non-traditional spaces.
Leaders are no longer just White and male, said Tena, they can also be found in the wide spectrum that makes up South African society. This is a reality that we have to accept, he said.
The notion of culture fit also does very little for diversity, noted Tena: "Perhaps we should look at team fit rather - who from this pool of talent can get the job done and help us get to where we want to be as a company."
Musa Kalenga, CEO and founder of Bridge Labs, delivered a keynote talk at the #BizTrends2021 live virtual event held on 28 January. In his talk, Kalenga discussed creating new ways to adapt to our new days...
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Transforming with genuine intent
Transformation is a big task that requires a strong commitment in order to achieve true representation of South African society within the marketing and media industries, said Tena.
Doing this task well means being intentional in our approach and, more importantly, working collectively and not just relying on those that are under-represented to do all the work.
"As we move to this changing narrative of overall transformation, here's to more collaboration, holding each other accountable, embracing differences and change, all of this while achieving greatness and inspiring society as a whole to do so," concluded Tena.