Generation Z (Gen Z) – people born between 1997-2012 – will soon become the largest cohort of consumers in the world. Unlike other generations before them, they are digital natives and this affects their interaction with brands. They have huge digital expectations that businesses should meet if they want to endear themselves to this special group.
Gen Z stands out as the most connected target group across sub–Saharan Africa. According to a 2022 report by Kantar, over 70 per cent of Gen Z in South Africa, Nigeria, Senegal and Kenya are regular users of the Internet.
Access to the Internet means they have access to information they rely on to make decisions such as what to buy, where to shop and places to visit.
“Access to information means that there are no limitations on what they believe they can achieve. Technology improves how they learn, meaning they can acquire information on their interests from different sources.
“They believe that there is little success without knowledge, placing value on education (formal or informal). They understand that today, emphasis is laid on informal learning as the world has moved online, focusing on skills that are not taught in physical classrooms. And therefore, you can be more, always,” the report says.
Gen Z are also innovative and are constantly looking for ways in which technology can improve their lives. They love to maximise the full power of technology in most of their daily activities, which are imparted by various technological forms to transform their lives and their immediate environment.
The report also highlights that they want to be entrepreneurial solution builders and are not afraid to kickstart whatever venture they are interested in. They are not afraid to launch their business online.
Although many of them have yet to start their working careers as they are either in college or high school, their future role in society and especially opportunities shape a lot of their activities on the internet.