Forget the old playbooks; Gen Z is rewriting the rules of consumer engagement, and brands must adapt or risk becoming relics of the past.
In Botswana, nearly a third of the population falls under this dynamic group, making their influence impossible to ignore. From TikTok trends to political movements, Gen Z has proven they are not just an audience — they are the architects of tomorrow's economy.
Botswana's 2024 general elections were a case study in the power of youth. First-time voters, mostly Gen Z, stormed the polls with an unprecedented turnout, driven by a digital-first approach to activism. They harnessed social media to mobilise peers, amplify their voices, and ignite movements. Their rallying cry? Change.
Now imagine that energy focused on your brand. Gen Z doesn’t just shop—they advocate, influence, and boycott with purpose. They’re not a segment; they’re a seismic shift.
Globally, Gen Z makes up 31.2% of Africa's population, with Botswana reflecting similar trends. A generation raised on smartphones and social media, they are reshaping what it means to connect, consume, and care.
But Gen Z doesn’t buy into hype. They demand authenticity, inclusivity, and sustainability. According to a PwC study, two-thirds of Gen Z prioritise environmental sustainability, and they’re willing to pay extra for ethically made products. Meanwhile, Estay's 2022 research revealed that 23% of youth have boycotted brands over a lack of authenticity.
For businesses in Botswana, these aren’t abstract statistics—they’re actionable insights.
Gen Z doesn’t just live online—they thrive there. TikTok, Instagram, and YouTube are their stomping grounds. To engage them, brands must prioritise these platforms with content that speaks to their lifestyles, values, and humour. An inactive or poorly managed digital presence? That’s a one-way ticket to irrelevance.
Gen Z has a radar for insincerity. Forget scripted ads and glossy facades; they crave real stories, genuine interactions, and brands that own their flaws. Authenticity isn’t just a strategy — it’s survival.
User-generated content (UGC) is the secret weapon. Peer reviews, viral challenges, and relatable testimonials carry more weight than any ad. Want to resonate? Let your customers do the talking.
For Gen Z, sustainability isn’t optional — it’s the baseline. Brands must take tangible steps toward environmental and social responsibility. Recyclable packaging, community projects, or standing up for a cause? Gen Z notices — and remembers.
Gen Z champions inclusivity. Campaigns that highlight diversity and celebrate underrepresented voices don’t just attract attention; they build trust. Show them they belong, and they’ll show you loyalty.
Some brands have already cracked the Gen Z code by embracing their values and connecting authentically.
With its “Dream Crazier” campaign, Nike has embraced inclusivity and social justice issues, resonating with Gen Z’s desire for authenticity and activism. The brand's messaging focuses on empowerment and breaking barriers, aligning with Gen Z’s values of individuality and purpose.
Known for its user-generated content and community-driven approach, Glossier has built a brand around transparency and simplicity. Their minimalist skincare products cater to Gen Z’s preference for no-fuss wellness solutions.
If Botswana’s 2024 elections taught businesses anything, it’s this: underestimate Gen Z at your peril. Their unprecedented voter turnout and social media activism demonstrated their ability to drive national discourse — and, by extension, consumer trends.
So, ask yourself: Is your brand connecting with this powerhouse generation? Are you part of the conversation, or are you being left behind?
Gen Z isn’t waiting for the future—they’re creating it now. Brands in Botswana have a unique opportunity to harness their energy, values, and digital fluency to build meaningful connections.
But it’s a two-way street. Gen Z rewards brands that align with their ideals and abandons those that don’t. The message is clear: evolve or fade.
In a world where trends move at lightning speed, the brands that thrive are those that dare to innovate. Botswana’s businesses can lead the charge, crafting campaigns that don’t just capture Gen Z’s attention but earn their loyalty.
This is more than a demographic shift; it’s a cultural movement. And the question isn’t whether your brand can keep up—it’s whether it can thrive in the world Gen Z is building.
The clock is ticking. Are you ready to meet the moment?
*Dumisani Ncube is a Strategic Marketing and Communications Specialist who works with both local and international markets and brands
