A section of Gen z's during a memorial concert at Uhuru Park, Nairobi, in this photo taken on July 7, 2024. [Denis Kibuchi, Standard]
Kasi Insights has announced a new partnership to launch the Gen Z Growth Playbook dubbed Unlocking the Power of Z to Drive Sustainable Growth in Kenya.
This comprehensive resource provides actionable, data-driven strategies for brands to engage Generation Z—a demographic crucial to Africa's future.
With a global Gen Z population of 420 million and an estimated annual spending power of $250 billion, this demographic is projected to see a 15 per cent rise in purchasing power over the next five years.
In Kenya, Gen Z accounts for approximately 30 per cent of the population, projected to rise to 35 per cent by 2030, according to the Kenya National Bureau of Statistics.
The Playbook, co-developed by UWG Africa and Kasi Insights, leverages Kasi's Decision Intelligence Platform alongside UWG's deep understanding of African markets to provide real-time, culturally relevant insights into Kenyan Gen Z's dynamic preferences.
This innovative approach merges UWG's expertise in cultural nuances with Kasi's data analytics, uncovering key tensions and opportunities within this crucial market segment.
"The collaboration ensures that brands receive not only data-driven insights but also culturally informed strategies to effectively engage with Kenya's Gen Z population."
Gil Kemami, CEO of Twotone Pan-Africa and UWG Africa, emphasised 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 identifies four distinct Gen Z segments in Kenya: Ethical Influencers: 75 per cent are influenced by a brand's environmental efforts.
Global Pathfinders: 79 per cent seek opportunities abroad, reflecting unmet local ambitions, vocal Activists: recent protests against the 2024 Finance Bill demonstrate their commitment to societal change and market shapers: 88 per cent demand ethical transparency from brands.
Yannick Lefang, Founder and CEO of Kasi Insight added, "This playbook establishes Kasi Insights and UWG Africa as the go-to resources for brands navigating the complexities of the Kenyan Gen Z market. Our combined insights are designed to drive growth while fostering trust and engagement with this vital consumer group, particularly in the rapidly evolving digital landscape of East Africa."
The Playbook offers strategies for global, local, telco, and banking brands to effectively engage each segment, aligning with Gen Z's expectations for meaningful engagement and genuine purpose in the Kenyan context.