attention span’. This is a myth as has been
demonstrated by various research studies
carried out on this demographic. A study
in 2014/2015 by the Africa Barometer
among a survey sample of respondents
aged between 17-35 in 7 African countries
shows strong evidence of interest in civic
engagement, public affairs and politics
among African youth.
A more recent straw poll by GeoPoll in
2017 among a similar demographic in 5
African countries assessing their interest
in public affairs shows concerns in levels
of corruption, youth unemployment and
distribution of national resources. Social
media has become an important tool
through which the connected Millennials
voice their concerns and engage on the
things that matter to them. This can be
seen in movements and campaigns such as
#BringBackOurGirls, #FeesMustFall and
#DataMustFall among others.
they have now entered the workforce in
strong numbers. According to CA Global,
today, those born between 1980 and 2000
are now of working age, and they are
changing the operation of the workplace
as they go. As a socio-economic group,
Millennials are growing in power and
investment potential.
In addition to reshaping the workplace,
they are also influencing marketing and
advertising strategies across the African
continent. Learning how to work with
Millennials has become increasingly
important over the past few years, as
studies have noted.
This requires a shift in communication
messaging, integrated communication
through online and offline channels as
well as have an understanding that the
decision making unit for Millennials has
evolved.
What next on engaging
African millennials The rise of Generation Z
(iGen)
Although African millennials are not
young nor are they the majority in Africa, Generation Z, currently aged 22 years
and below, are now the majority in terms
of population in Africa. This is the first
generation born into a fully technological
environment. Although they seem similar
to Millennials, especially in the use and
uptake of technology, the iGens have
some unique traits that must be examined
more closely.
As this next generation acquires more
spending power and marketers begin
to turn towards them, our focus should
move to better understand this younger
demographic in addition to the much-
discussed African Millennials.
Njeri Wangari-Wanjohi is the Marketing
Manager at GeoPoll, Africa’s leading mobile
survey and engagement platform. This is
an abridged version of their presentation
shared at the AMRA 2018 forum. You can
commune with her on this or related matters
via mail at: [email protected].