Marketing continues to evolve rapidly, driven by digital transformation, shifting consumer habits, and the rise of artificial intelligence. Brands now face the challenge of engaging Generation Z, individuals born between 1997 and 2012, whose expectations differ markedly from previous cohorts.
Acushla Obusan, a marketer known online as “Killa Kush,” exemplifies the entrepreneurial spirit of this generation. Before turning 30, she launched a series of ventures, including a travel‑based purchasing service, a fashion label, an events firm called Good Gang, and a full‑service marketing agency, Good Media.
According to her observations, many established brands rely on overt hard‑selling tactics that fail to resonate with Gen Z and Gen Alpha audiences. Young consumers quickly recognize advertisements, even within the first seconds of a video.
She advises brands to prioritize authenticity by investing in smaller, niche communities and collaborating with everyday individuals rather than only high‑profile influencers. Organic content generated from genuine enthusiasm often outperforms traditional paid ads.
Obusan’s shift to entrepreneurship began during the pandemic, when she left a conventional agency role to pursue more creative and enjoyable work. The decision to quit her day job came after a brief period of reflection on the limitations she perceived in agency environments.
Her first enterprise involved a “pasabuy” service, where she sourced hard‑to‑find goods abroad and delivered them to customers for a fee. The venture grew into an online fashion business, eventually leading her to design her own clothing collections.
She describes a “Lens of Opportunity” that drives successful entrepreneurs to constantly seek the next viable idea. Whether traveling or attending events, she looks for products or experiences that can be adapted for new markets.
Leveraging the community she built through her fashion brand, Obusan identified a demand for distinctive parties and events, prompting the launch of Good Gang. The company combined her logistics experience with brand partnerships to create themed experiences for Gen Z audiences.
Good Media, her latest venture, offers end‑to‑end event management alongside influencer and community management services. The agency aims to help brands cut through the noise of ubiquitous content creation.
Obusan notes that the democratization of content production has made the marketplace increasingly crowded, raising the question of how to stand out. She asserts that a bold, unique personality is essential for differentiating a brand in a saturated environment.
She attributes her most successful campaigns to their distinctiveness, emphasizing that uniqueness drives both engagement and sales. Replicating others’ approaches, she argues, yields diminishing returns.
For emerging entrepreneurs, she stresses the importance of authenticity and stepping beyond comfort zones. Maintaining a clear sense of self, she believes, is the foundation for building a resilient and resonant business.
