Gen Z is growing rapidly. Psychologist Jean Twenge describes 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 the 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 is willing 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.
Why Gen Z
As Generation Z enter the labor market, they prefer to patronize 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.
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The power lies in the hands of the consumers and in their hands lay a mobile phone. In the 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.
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