The talk session, which brought together marketers, strategists, creatives and media professionals, focused on helping brands better understand a generation whose habits and preferences are increasingly reshaping the beverage industry across Africa.
At the centre of the discussion was an extensive research project exploring the behavioural patterns, perceptions and consumption choices of Gen Z consumers within the alcohol market. The findings, according to the agency, challenged several long-standing assumptions held by brands and industry stakeholders.
Speaking during the presentation, Strategy and Intelligence Lead at X3M Ideas, Ayode Omolola, explained that the project began from a place of curiosity after interacting directly with young people.
“What actually happened was I first went to the University of Lagos, I went to an older edition of Creative Bloc, and I just spoke to young people. I got curious enough and started to build from that point,” he said.
According to him, what started as casual observation later evolved into a rigorous research exercise that pushed the agency to rethink both strategy and storytelling.
“For this research, we experienced every possible high and low. From the scarcity of strong secondary data to the challenge of recruiting the right participants across the focus states, to repeatedly rethinking our approach along the way, the process constantly tested us,” Omolola stated.
He added that the research journey involved multiple operational and creative hurdles before the final report was completed.
“Thankfully, institutions and social spaces began opening their doors, but even then, every detail, from the storytelling and design to the art direction, layout, and securing the right release, came with its own hurdles. In the end though, every challenge was worth it,” he added.
The report revealed several unexpected insights about Gen Z drinking behaviour, particularly around beverage preference. Chief Executive Officer of X3M Ideas, Steve Babaeko, said the agency felt the need to interrogate popular stereotypes surrounding the generation.
“We hear so many urban legends about Gen Zs, what they do and what they don’t do. We felt we should interrogate some of these opinions and see whether there’s any truth or substance to them,” Babaeko said.
One of the more surprising findings, according to him, was the growing preference for wine among Gen Z consumers.
“There are certain things that will shock you a little bit. We found that Gen Z people drink more wine. I didn’t see that coming,” he remarked.
Babaeko noted that the study reinforces the importance of research-backed creativity within modern advertising and brand communication.
“Creativity is a structure, but it does not stand on nothingness. The foundation on which good creativity stands is market intelligence, research and insight,” he said.
Panel sessions held after the presentation further explored how agencies and strategists can shape culture, influence behaviour and help brands communicate more authentically with younger audiences in a rapidly evolving digital environment.
The agency also disclosed that while the report has been made publicly accessible, priority access was initially extended to existing clients, including major players in the brewing sector.
Looking ahead, Babaeko revealed that X3M Intelligence plans to conduct similar market studies across other African countries and international markets where the agency operates.
“We want to be able to probe Africa. Like we say in X3M, we speak Africa fluently. And the only way you can say you are fluent is if you really know what the market is saying,” he said.