Commoditisation is the process by which a product or service loses its unique value in the eyes of consumers and becomes indistinguishable from similar offerings, often leading to competition based primarily on price rather than quality, innovation, or brand. In other words, when something becomes commoditised, customers see it as interchangeable with alternatives, which drives down margins and forces providers to compete on cost, rather than on the specialized skills, creativity, or expertise that originally differentiated it.
Zimbabwe’s design and creative industry is at a critical juncture. Highly trained graphic designers and marketing professionals are facing a reality where their skills are increasingly undervalued. This article explores why ideation and design work are being commoditised, what it means for the future of advertising, and how creatives and businesses can navigate these challenges strategically.
Imagine spending hours crafting a campaign that is both strategic and visually compelling, only to have it devalued because someone with a basic design tool can “do it cheaper.” This scenario is not hypothetical, it’s the lived reality for many design and creative professionals in Zimbabwe today. With corporate budgets under pressure and new technology lowering barriers to entry, the value of trained creativity is often overlooked.
The commoditisation of design and creative work in Zimbabwe stems from several factors. Low barriers to entry have allowed anyone with basic design software and social media visibility to claim the title of “designer,” while economic constraints force companies to prioritise cost over quality. Platforms that facilitate freelancing, coupled with the rise of AI tools like Canva, DALL-E, and ChatGPT, have further entrenched a culture of undervaluing professional creative talent. Yet, while technology can accelerate production, it cannot replace strategic ideation, brand storytelling, and human insight, the core competencies of trained creatives.
Corporate budgets for advertising and marketing still exist, but they are being scrutinised more than ever. Most companies weigh the appeal of quick, cheap solutions against long-term brand equity, often at the expense of strategic campaigns. This reality forces creative agencies and freelancers to rethink their value proposition, the work they deliver must not only look good but also generate measurable impact for clients.
So, what does the future hold for Zimbabwean creatives? Those who specialise in high-value services such as branding, UX/UI design, and integrated marketing campaigns will continue to thrive. AI and automation should be embraced as tools to increase efficiency, freeing professionals to focus on the strategic and human-centric aspects of creativity. Educating clients about the value of trained professionals is equally important. Businesses must understand that quality campaigns build equity and drive growth, far beyond the immediate cost savings of cheap creative.
For creatives, the message is clear: stop competing on price. Showcase your expertise, demonstrate measurable results, and package your services strategically. For clients, invest in professional creativity, short-term savings from cheap design can undermine long-term brand success. And for the industry at large, establishing professional standards, advocating fair pricing, and protecting the value of creative work are essential steps to sustain a thriving market.
Commoditisation will continue to challenge both creatives and businesses, making diversification essential. Engaging with regional and international clients, and focusing on high-impact, strategic work will differentiate true professionals from those offering commoditised services. The future of advertising, creative design in Zimbabwe will reward those who combine creativity, strategy, and technology intelligently.
