Campaign Middle East has launched The Gen Z Edit, a new podcast series spotlighting young marketers reshaping how brands connect with emerging audiences.
The first episode features brand marketer and content creator Aaina Pahwa in conversation with Shantelle Nagarajan, Reporter, Campaign Middle East. Pahwa outlines why marketing must move beyond the traditional awareness-to-action funnel towards a more dynamic, cyclical model shaped by Gen Z behaviour.
Platform literacy, she argues, is now non-negotiable. She shares advice on how to create brand content that brings platform-native authenticity over a one-size-fits-all approach.
With artificial intelligence (AI) becoming increasingly relevant to younger, entry-level employees – who now compete with agentic AI in an overly saturated job market – Pahwa shares how developing the skills to optimise AI as a tool is key also simultaneously paving the way for authentic, human creativity to shine.
The conversation reflects a broader shift in regional marketing, where creators, community and cultural fluency are replacing scale-first campaigns.
The dawn of the marketing infinity loop
When asked how marketers can shift strategies to better connect with younger audiences, Pahwa explains that brands can win attention – in a way that delivers a purchase – by moving from a linear model to one that is ready to meet consumers at various mindsets.
Pahwa says, “What’s really changed with Gen Z, and the way we consume content and use social, is that the funnel doesn’t exist anymore. We work in what I like to call an infinity loop, because decisions can be made at any point.”
She adds, “Tomorrow, you can see a TikTok and in some markets, within one click buy a product on TikTok Shop right away. You don’t need to be taken through the whole funnel. At other times, you need community engagement.:
Gen Z discovers, researches, buys and advocates at any point in the journey, often within a single scroll. This demands a shift in strategy from one big campaign to always-on, cyclical engagement driven by creators, community and conversation.
Platform-native content that creates communities
As the conversation continues, Pahwa explains that a one-size-fits-all approach can fall short on social media. A TV commercial that is re-sized to different platforms isn’t necessarily made for them. Different platforms require tailor-made content to appeal to the different mindsets of audiences moving through them.
“Each platform acts like a different person with a different purpose,” says Pahwa. “YouTube is long-form, informational, high production. If I see low production there, I won’t watch.”
“On TikTok, I want raw and authentic. I don’t want heavy fonts and polished effects. Then there’s Snapchat, which is huge in Saudi Arabia. People want content that feels like a friend,” she adds.
She suggests that to truly win attention, brands need to show up differently on each platform. Even if they might partner with the same creator or communicate the same message, the execution needs to be built for the platform.
Pahwa reflects on her experience with working on brand partnerships as a creator. She explains that since she still retains a corporate 9-to-5, she has a bit more freedom to choose the brands she works with. This allows her to show up authentically on her channels.
“I have very strict morals and ethics,” she says on the brand partnerships she chooses and explains that as a creator, “being able to say no builds trust.”
She also points out that while virality is highly coveted, every trend can’t be jumped on by every brand.
“Some brands jump on everything and it looks chaotic. You need to choose trends that fit your niche,” she explains.
Gen Z as cultural translators in the era of AI
The episode moves to a final burning question that many young, entry-level marketing professionals have: “How can we compete with AI in an overly saturated job market?” While agentic AI takes up time-consuming tasks once given to young employees, the industry has shifted to hiring more specialised talent.
Many young marketers in the region have not yet had the chance to build decades of experience sharpening skills. In this scenario, Pahwa explains that the differentiator is originality, cultural fluency and confidence in bringing ideas early.
“AI is your friend, not your enemy,” she says, urging young marketers to use it as a tool. That said, Pahwa also warns against being overly reliant on AI. “Technology can reduce social skills. People prompt before they think,” she says. “But your unique thoughts matter. Ideas come from experimentation, not AI.”
As a Gen Z marketer herself, she explains that her success comes from showing up authentically and speaking up.
“I’m unapologetically Gen Z at work. I use memes in presentations. I bring trends before dashboards. Don’t try to act 40 if you’re in your 20s. Own your identity,” she says.
Being a younger employee in marketing gives her the confidence to speak up as a cultural ambassador – explaining trends to team members and facilitating strategies that are current, relevant and brand-safe.
Her parting words of advice are: “From a brand side, study the new marketing cycle – especially online-to-offline. For creators: don’t take it too seriously. Success metrics have changed. It’s no longer reach – it’s shares, comments and engagement. The algorithm favours good content, regardless of follower count.”
Ultimately, the episode positions Gen Z not just as an audience, but as cultural translators – shaping how brands show up across platforms, communities and conversations.
Watch the first episode of The Gen Z Edit by Campaign Middle East here.
Guest: Aaina Pahwa, Brand Marketer and Content Creator
Host: Shantelle Nagarajan, Reporter, Campaign Middle East
Production: Surajit Dutta, Content Production Manager, Motivate Media Group
Videography: Mark Mathew, Creative Content Producer, Motivate Media Group
Studio: Ekaterina Shirshova, Creative Content Producer, Motivate Media Group
Editing: John Melencion, Content Producer, Motivate Media Group
