This archive report was first published on 30 June 2019.
Navigating the Rise of Generation Z in Kenya ¶
As of 2019, Kenya's median age was 20 years, making it a predominantly Gen Z population. With an estimated 15 million members in the country, this generation is a force to be reckoned with.
Gen Z, born between the mid-1990s and the late 2000s, is a digitally native generation that lives in a virtual world. They are co-owners of smartphones, install apps at will, and prefer social media platforms like Snapchat and Roblox over Facebook and WhatsApp.
Characterized by their short attention span, Gen Z is known to reject job offers by text message and expect promotions and salary raises before completing their probation. They also prioritize environmental causes, such as reducing plastic bag use, and expect their elders to make amends for past ecological damage.
As Gen Z grows up, makes money, and consumes goods, they will inevitably shape the future of Kenya. To adapt, marketers and business leaders must understand their values, preferences, and behaviors. This includes embracing diversity, inclusion, and belonging, as well as speaking in hashtags and having an Instagram account.
As the Harvard Business Review notes, the iGeneration is coming, and Sapiens must adapt. In our next installment, we will explore the even more threatening Alpha generation.
The author is the Managing Partner of C. Suite Africa, a boutique management consultancy.
