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GEN Z – CATALYSTS FOR SOCIAL CHANGE

Gen Z is growing rapidly. Psychologist Jean Twenge describe Generation Z as those born in 1995 or later, marking an end to the Millennial chapter. These young and savvy consumers are growing in spending power and are beginning to make major purchase decisions. Freedom is looking more likely and majority of Gen Z consumers are eager to ensure that every kobo spent is not only towards a quality brand, but also a worthy cause.

Much like the Millennials, Generation Z is moving toward adulthood with a liberal set of attitudes and an openness to emerging social trends. Due to a high level of social awareness and exposure via social media, this young generation is well-informed about the various ills afflicting society and are willingly to take steps towards putting an end to the plaguing socio-economic issues, by using their voice and purchasing power as a tool for change.

As Generation Z enter the labour market, they prefer to patronise companies with a strong sense of Corporate Social Responsibility (CSR). Sixty-nine percent of Gen Z are more likely to buy from a company that contributes to social causes, according to WP Engine. Essentially, this generation is beginning to cement a ‘gatekeeper role alongside their Millennial counterparts. By guarding their moral compass and sense of social responsibility tightly, they are ensuring brands stay accountable and use their influence wisely.

The power lies in the hands of the consumers and in their hands lay a mobile phone. In majority of African societies, the voices of the Youth go unheard when it comes to socio-economic and political issues. That has not stopped Generation Z babies from making use of social media and online petitions tremendously to stand up against acts of injustice. Recently we have seen more rallies against rape, corruption, equality and fraud with results being achieved in a few cases, showing that with the right amount of consistency, they have the power to make a difference in the modern-day society.

At Octoplus Marketing we ensure there is a proper blend of youth and experience in the team to allow room for growth and learning. It also gives us an opportunity to garner valuable insight on various age-groups, tastes, characters and opinions when searching for a deeper understanding of a brand. Afterall, there is a new generation in town and they are ready to do it their way.

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