Most Gen Z in Kenya are keen on ethical transparency from institutions. This is according to UniWorld Group Africa (UWG Africa) and Kasi Insights that has launched the Gen Z Growth Playbook: Unlocking the Power of Z to Drive Sustainable Growth in Kenya.
The playbook identifies four types of Gen Z segments in Kenya. They are; market shapers, vocal activists, global pathfinders and ethical influencers.
The playbook indicates that Gen Z who account for about 30% of Kenya’s population are ethical in their actions are inclined to brands that are environmentally sensitive.
Most of them are vocal activists. This is well captured by events that rocked Kenya in June and July 2024 when Gen Z-led protests saw the government back down and withdraw the Finance Bill 2024. This was after Gen Zs held countrywide protests to protest punitive taxes and lack of transparency, widespread corruption and mismanagement of public resources by government officials.
Twotone Pan-Africa & UWG Africa, CEO, Gil Kemami, emphasized the influence of Gen Z, stating: “They are not just consumers; they’re pivotal influencers shaping the nation’s future. Our playbook empowers brands to understand their dual nature as both global dreamers and local activists, providing tools to forge authentic connections that align with Kenya’s Vision 2030 goals for a digitally empowered economy.”
The Playbook further says Gen Z are also market shapers with most of them demanding ethical transparency from brands and institutions.
The playbook further categorises some of them as global pathfinders, seeking work opportunities globally. This however according to the playbook is as a result of unmet local ambitions and opportunities.
