Mmegi

Gen Z redefines the rules of consumption in Botswana

Thinking aloud: Ncube
Thinking aloud: Ncube

When Generation Z speaks, the world listens. Born between 1995 and 2012, this digitally fluent and socially conscious generation is more than just Botswana’s largest emerging consumer group — they’re trendsetters, decision-makers, and change agents.

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.

Editor's Comment
Our digital safety is in our hands

That sounds like good news. But the report also warns that this may simply be because our digital economy is still young, not because we are safe. As more people shop, bank and pay online, criminals will follow.We Batswana do not need a report to tell us that danger is real. Many of us have heard of or fallen victim to KYC scams. A caller impersonates your bank or mobile money provider. They say they need to “verify” your account. They ask...

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