linkedin.com/alicengatia , Date: August, 2024
The groundswell is undeniable. Unburdened by the cynicism of their predecessors, the young generation is rising with an unwavering demand: A more sustainable economy: and a more sustainable country. Sustainability, not the greenwashed, performative kind, but one that is authentic echoes through every facet of life from governmental policies to corporate boardrooms.
Kenya’s streets have been anything but quiet. Sparked by dissent over a financial bill 2024, a youth-led uprising has transformed into something far greater; and that is the unfiltered demand for leaders who act with integrity, a government that operates in the light, and a future that doesn’t betray the aspirations of its young citizens. This wave of unrest is a snapshot of a generation that is refusing to inherit a broken system.
But what does this impassioned cry for change mean for businesses? How will their expectations shape the corporate landscape in Kenya and beyond? The answers lie in understanding the power of this movement and recognizing that the future of business is intrinsically linked to the demands of the coming generation: Generation Sustainability.
The Fearless Generation Z Demands More
This isn’t the generation that will be pacified with empty rhetoric or token gestures. They are digital natives, raised in an era where information both hopeful and dire is at their fingertips. Climate change is a looming reality that casts a long shadow over their future. Social injustice isn’t just something they read about in textbooks. It’s lived experience, shared and amplified across global networks. It’s this deep-seated knowledge that has lit a fire in their bellies. They’ve taken matters into their own hands. Smartphones become tools of organization, social media a megaphone for their demands. The naive idealism once ascribed to them has given way to a resolute voice that reverberates through the halls of power. Governments and corporations alike are on notice: empty promises won’t cut it anymore. This generation craves action, measurable change, and a real chance at a planet they can thrive on.
Transparency is the new currency, and “greenwashing” is counterfeit. This generation isn’t easily fooled. This generation isn’t afraid to ask hard questions about where products come from and how they’re made. They want to see the receipts that prove a company’s dedication to the environment goes beyond mere marketing. In short, they’re calling out the phonies and setting a new standard: be real or be irrelevant.
Lessons for Corporate Sustainability
For corporations still clinging to outdated notions of social responsibility, consider this a wake-up call. Ignoring public opinion is a gamble few can afford to lose. When trust fractures, the consequences can be swift and brutal, as the Kenyan protests have starkly illustrated.
But this isn’t just a lesson for Kenya. The scrutiny of Gen Z extends far beyond a company’s balance sheet. They want to know more: from the origin story of the products they buy, the conditions under which they’re made, and the impact those companies have on the wider world. Profit without principle is a dying model.
The recent scandal involving a major Kenyan telecommunications company puts all this in context. Accusations of aiding in the suppression of protests have left the company’s image in tatters. The specter of boycotts looms large, a stark reminder that even industry titans aren’t exempt from the consequences of decisions that run counter to the values of a new generation.
What can corporates do?
Understanding the values that drive the different stakeholders (including the youth) is an important first step. For each of the stakeholders, organizations should be able to answer the following questions:
- In what way might your issue be a problem for stakeholders? One thing is clear, the young generation is passionate about social justice, equality, and community well-being. They expect companies to play a role in addressing societal challenges. Apart from supporting community projects, ensuring fair labor practices, and advocating for human rights can enhance a company’s reputation and attract socially minded stakeholders.
- Understand what would be a good outcome for your stakeholders. The young generation demands transparency and accountability from companies. They are quick to call out unethical practices and are more likely to support businesses that are open about their operations and impact. Implement clear and honest communication strategies, regularly reporting on sustainability efforts and progress. This not only builds trust but also engages stakeholders who value ethical business practices.
- Define what other issues might impact your ability to get your stakeholders on your side. The young generation wants to be heard and involved in shaping the future. They seek meaningful engagement and opportunities to contribute to initiatives affecting them. Empowering young voices within the organization ensures that their perspectives are integrated into decision-making processes, aligning with stakeholder expectations for inclusive and participatory governance.
- Understand that there are no lesser stakeholders. The youth want to be engaged and empowered as equals. They are well-informed (probably much more than any other generation) and demand to be treated with respect; and given a seat at the table rather than seen as children who are merely consulted for feedback. Adopt a conversational tone that brings together all the genuine stakeholders’ collaborative views together.
And in the case where the damage had been done; where protests and boycotts have erupted due to unmet expectations and perceived injustices, mentoring the agitated youthful generation back to sanity requires a multifaceted approach with the most effective being taking immediate and concise actions to address the root causes of discontent.
Sustainable organizations (and governments alike) must create a holistic strategy that not only meets their economic goals but also addresses social and environmental dimensions too. By doing so, organizations can build resilient, equitable, and thriving ecosystems that align with the aspirations of the young generation and contribute to long-term corporate success.
The Accountability Blueprint
The game has changed for brands. It’s no longer enough to simply manage PR crises or appease a vocal few. The entire business model needs a shift toward a more open and honest dialogue with the world. The age of secrets is fading, replaced by a demand for radical transparency.
Think about it this way: what if a company laid all its cards on the table? No more smoke and mirrors about where their materials come from or the footprint their factories leave on the environment. Everything would be out in the open. Companies that are willing to admit they’re not perfect, but that they’re serious about getting better, are less likely to get accused of lying. It’s about showing that sustainability isn’t a fad they’re jumping on, but a belief they truly hold.
Ignoring Generation Z is not an option anymore. Their unique worldview offers invaluable insights. Smart companies will actively seek their input, perhaps through youth advisory panels or by integrating their feedback into strategic decisions. It’s all about tapping into a wellspring of creativity and fresh perspectives.
And lastly, let’s not get hung up on boycotts. While no company wants to face consumer backlash, that fear can’t be the driving force. The ultimate goal is to earn the respect and loyalty of a new generation of customers. This means consistently acting with integrity and showing a real commitment to generation sustainability. It’s about building a brand that people don’t just buy from, but believe in.
Alice Ngatia is a Senior Marketing Executive & Sustainability Specialist with 18+ years of experience in helping brands WIN in the hearts & minds of customers. You can commune with her via email at: Alice.Ngatia@gmail.com.
This isn’t the generation that will be pacified with empty rhetoric or token gestures. They are digital natives, raised in an era where information – both hopeful and dire – is at their fingertips. Social injustice isn’t just something they read about in textbooks. It’s lived experience, shared and amplified across global networks.
