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Exciting, disruptive, and forward-thinking—the youth are flipping the online consumer script and living rent-free in our minds.
By The IA Team
Generation Z, colloquially known as Gen Z or Zoomers, refers to the demographic born between 1997 and 2015, succeeding Millennials. Synonymous with technology, generation Z is the first cohort of consumers born in and navigating a digital world. The oldest members of Gen Z are just finishing school and entering the workforce. Growing up in a technologically-driven world has always had access to Gen Zhas always had access to all the necessary information to traverse the online consumer space. According to a Global Gen Z Report by TransUnion, “their familiarity with smartphones and the Internet has driven them to expect speed and ease from their experiences, both online and in person. They engage with their peers through social media, making them more comfortable building online relationships with companies.”
Africa is home to a significant percentage of young people in the world, with an estimated 70% of sub-Saharan Africa under the age of 30. This makes Africa the “youngest” continent in terms of its population average #nocap. As global connectivity soars, itis undeniable that understanding the chronically online Gen Zers is a crucial and massive growth opportunity for brands and the African continent as a whole. Here are the four things brands need to know to appeal to the dynamic cohort of African Gen Zers as they enter their peak spending years.
While Millennials have been described as digital pioneers, Gen Zers are considered to be digital natives that are comfortable with collecting and pollinating information from various sources while amalgamating their online and real-life experiences. “The implications of growing up in an ‘always on’ technological environment are only now coming into focus,” Pew Research Center specialists wrote. “Recent research has shown dramatic shifts in youth behaviors, attitudes, and lifestyles—both positive and concerning – for those who came of age in this era. What we do not know is whether these are lasting generational imprints or characteristics of adolescence that will become more muted over the course of their adulthood. Beginning to track this new generation over time will be of significant importance.” According to the WGSN – E-Commerce: Gen Z Strategies report, as the metaverse grows, Gen Z will explore new ways to blend the real and virtual worlds. Visual search techniques should be used by retailers and brands to help shoppers translate images into purchases, something that will allow companies to forecast trends using this rich data source. Unique opportunities, ticketed shopping events, and digital gift bags will be increasingly related to purchasing peaks, providing incentives to a generation that fears missing out #FOMO.
Due to the interconnected nature of the digital world in the context of Western influence, Zoomer’s African identities remain the core element of who they are. With their roots in Africa, they’ve been raised by the world but remain driven by the strong interest and need to make an impact on the continent. Elsa Majimbo (Kenya), Khaby Lame (Senegal), Data Pepple (Nigeria), and Gugu Nyatsumba (South Africa) are amongst the prominent Gen Zers striving to rebuild perceptions of Africans and bring Africa to the fore in a world dominated by the west. “Expression is also about identity, so creativity with an African twist is pure gold. In an era where culture is the new marketing currency in Africa, brands have a boulevard of opportunities to play with, to touch their hearts and win this generation for good”, says Kantar in their article, “The ABCs of Gen Z: Kantar’s definitive guide to winning with Africa’s next consumer”.
Like Millennials, African Gen Zers have been advocating for social transformation and are taking the initiative to drive the change on pertinent issues they want to see in the world; they want to support companies and brands that embody their essential values. Although they are confident in their abilities to make a difference, they also demand governments and corporations contribute to cultivating the best possible future. “Organizations that are not aligned with millennial and Gen-Z values risk losing favor with this large and increasingly influential cohort,” says Michele Parmelee, Deloitte Global Deputy CEO and Chief People & Purpose Officer. “Business leaders should help drive meaningful change on the issues that matter most to these groups, like racial justice, inequality, and climate change,” says Parmelee.
With the rise of social media networks like TikTok, African Gen Z’s seem to be moving past the need for perfectly curated social media profiles (as seen on Instagram), resonating more with the relatability of the former. TikTok offers room for an unfiltered style of content, and Gen Z is at ease with the notion that there is not just one way to be yourself. Their quest for authenticity has led to more freedom of expression and a greater willingness to embrace people of all backgrounds. Online communities are meaningful to Gen Zers because they allow people from different walks of life to engage, connect and mobilize around common causes and interests. From a business perspective, reliability increases trust, which enhances consumers’ purchase intention. The need for companies to harness this element of TikTok in their engagement with it is therefore essential in building a confident Gen Z buyer base.
For this generation companies should attune themselves to these four implications and rethink how they deliver value to the African Gen Z consumer because this new age of influence on the continent is what will shape the future of Africa.
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