Gen Zers: Understanding the African Post-Millenial Generation
"Currently, understanding this post-Millennial generation seems crucial across all fields and areas. From a marketing perspective, it is this very generation who will build or break your brand, fuel or deplete your brand equity, accelerate or stand in the way of your growth." - Ndeye Diagne (Brandcrunch)
Where Generation Z begins and Millennials end
Pew Research Center decided a year ago to use 1996 as the last birth year for Millennials for our future work, in order to keep the Millennial generation analytically meaningful and to begin looking at what might be unique about the next cohort. Anyone born between 1981 and 1996 (ages 23 to 38 in 2019) is considered a Millennial, and anyone born from 1997 onward is part of a new generation.
A certain Nigerian bank's strategy in the last decade was to market to Millennials and that gamble paid off. Yesterday's undergraduate is today's working class.
Today, analogous to Millennials, Gen Z gates a wider variety of sources for product information and switches painlessly among them. As digital natives, they see the discovery of products as a train of online and offline experiences that make up their consumer journey.
With global opportunities opening up to the young via an increasing internet penetration, a brand's relevance in the next five to ten years, and beyond, might (will) be dependent on this generation.