Marketing strategies today are constantly being redefined by the rise of new trends and platforms. Brands are now looking for ways to authentically engage with younger audiences, and one standout approach is allowing Gen Z employees to write the marketing scripts – for real. This shift taps into the unique voice and style of Gen Z, leveraging humour, relatability, and pop culture to resonate more deeply with their peers.



Today, we speak with Lina Esa, the Co-Founder and Chief Marketing Officer of Cult Creative, to explore the impact, challenges, and future of this approach. As Chief Marketing Officer and Co-Founder of a platform where brands and creators can connect and collaborate in the creator economy space, Lina sheds light on the deeper implications of this trend, and if it is sustainable.

Marketing strategies today are constantly being redefined by the rise of new trends and platforms. Brands are now looking for ways to authentically engage with younger audiences, and one standout approach is allowing Gen Z employees to write the marketing scripts – for real. This shift taps into the unique voice and style of Gen Z, leveraging humour, relatability, and pop culture to resonate more deeply with their peers.Today, we speak with Lina Esa, the Co-Founder and Chief Marketing Officer of Cult Creative, to explore the impact, challenges, and future of this approach. As Chief Marketing Officer and Co-Founder of a platform where brands and creators can connect and collaborate in the creator economy space, Lina sheds light on the deeper implications of this trend, and if it is sustainable.

Helping you navigate the ever-changing universe of business, from headlines to the bottom line

Helping you navigate the ever-changing universe of business, from headlines to the bottom line

Enterprise Explores

Gen Z Slays Marketing

What’s on the mind of Malaysians’ as we approach 2025?



Today on the show, we’re diving into Ipsos’ latest report, What Worries Malaysia?, which looks at key insights into the nation’s economic optimism, consumer confidence, and growing concerns. With 7 out of 10 Malaysians believing the country is heading in the right direction, we explore the challenges ahead, including corruption and rising crime concerns. Joining us to break it all down is Kiranjit Singh, Regional APAC Lead at Ipsos Strategy3.

What’s on the mind of Malaysians’ as we approach 2025?Today on the show, we’re diving into Ipsos’ latest report, What Worries Malaysia?, which looks at key insights into the nation’s economic optimism, consumer confidence, and growing concerns. With 7 out of 10 Malaysians believing the country is heading in the right direction, we explore the challenges ahead, including corruption and rising crime concerns. Joining us to break it all down is Kiranjit Singh, Regional APAC Lead at Ipsos Strategy3.

What Worries Malaysia? 

Southeast Asia’s startup ecosystem is growing, but is the Silicon Valley playbook holding it back? In this episode of Enterprise Explores, I speak with Dr. Sivapalan Vivekarajah, Co-Chair of the Soonicorn Collective and Senior Partner at ScaleUp Malaysia Accelerator, about the pitfalls of adapting Silicon Valley’s approach to Southeast Asia—especially in Malaysia.



We dive into the revenue-driven pressures faced by startups, question whether the $100 million revenue benchmark is realistic for the region, and explore how rethinking valuations could unlock Southeast Asia’s true entrepreneurial potential. Dr. Siva also unpacks why moving beyond the Silicon Valley mindset might be the key to building sustainable, high-margin ventures that thrive in this unique market.



Key areas of discussion include:

- Revenue Pressures: Why the $100 million target is unrealistic for Southeast Asian startups and the structural challenges it highlights.

- Market Size Dynamics: How VC priorities like market size and revenue multiples often overlook the realities of Southeast Asia’s industries.

- Rethinking Valuations and Mindsets: The need for alternative valuation methods that better reflect Southeast Asia’s market potential, with a focus on building profitable, high-margin businesses.

- VC Dynamics: The pressures on venture capitalists to deliver high returns and how that impacts funding strategies in Southeast Asia.

Southeast Asia’s startup ecosystem is growing, but is the Silicon Valley playbook holding it back? In this episode of Enterprise Explores, I speak with Dr. Sivapalan Vivekarajah, Co-Chair of the Soonicorn Collective and Senior Partner at ScaleUp Malaysia Accelerator, about the pitfalls of adapting Silicon Valley’s approach to Southeast Asia—especially in Malaysia.We dive into the revenue-driven pressures faced by startups, question whether the $100 million revenue benchmark is realistic for the region, and explore how rethinking valuations could unlock Southeast Asia’s true entrepreneurial potential. Dr. Siva also unpacks why moving beyond the Silicon Valley mindset might be the key to building sustainable, high-margin ventures that thrive in this unique market.Key areas of discussion include:- Revenue Pressures: Why the $100 million target is unrealistic for Southeast Asian startups and the structural challenges it highlights.- Market Size Dynamics: How VC priorities like market size and revenue multiples often overlook the realities of Southeast Asia’s industries.- Rethinking Valuations and Mindsets: The need for alternative valuation methods that better reflect Southeast Asia’s market potential, with a focus on building profitable, high-margin businesses.- VC Dynamics: The pressures on venture capitalists to deliver high returns and how that impacts funding strategies in Southeast Asia.

Why SEA Startups Should Ditch the Silicon Valley Playbook

In this episode of Enterprise Explores, we explore into the evolving landscape of carbon markets and the crucial role of carbon credits in Malaysia's decarbonisation journey. As businesses face increasing pressure to reduce emissions, carbon credits have become a key tool to achieve climate goals, but not without significant challenges. Integrity, cost, and the changing dynamics of both voluntary and compliance markets are reshaping how organisations approach their climate commitments.



We speak with Arina Kok, EY Asia-Pacific Climate Change Advisory Leader and Asean Climate Change and Sustainability Services Co-Leader, to explore how Malaysian businesses can strategically integrate carbon credits, navigate regulatory frameworks, and leverage co-benefits to enhance their brand value.

In this episode of Enterprise Explores, we explore into the evolving landscape of carbon markets and the crucial role of carbon credits in Malaysia's decarbonisation journey. As businesses face increasing pressure to reduce emissions, carbon credits have become a key tool to achieve climate goals, but not without significant challenges. Integrity, cost, and the changing dynamics of both voluntary and compliance markets are reshaping how organisations approach their climate commitments.We speak with Arina Kok, EY Asia-Pacific Climate Change Advisory Leader and Asean Climate Change and Sustainability Services Co-Leader, to explore how Malaysian businesses can strategically integrate carbon credits, navigate regulatory frameworks, and leverage co-benefits to enhance their brand value.

Gen Z Slays Marketing

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