A letter about Generation Z from Dion Chang

Almost 15 years ago, I started tracking Gen Z. Back then the oldest of this cohort were only in their mid-teens, but I knew that the first digital natives of humanity would go on to be game changers. Unlike previous generations there was no concept of “new technology”. Technology and connectivity are worn like a second skin.

It was painfully obvious that pre-digital education systems would fast become obsolete for young minds that had been rewired by digitalisation. Internet access would accelerate learning by osmosis and social media channels would obliterate geographical borders, which in turn would reshape their perspective on the world.

We are seeing the impact of the ripple effect now.

The 30/30/30 project – in partnership with Student Village – maps this generation’s trajectory with a unique South African slant: 30 interviews with 30 under-thirty South Africans, 30 years into Democracy.

The questions we asked this collective are divided into 3 categories: personal, professional and public so that we could formulate a clear snapshot of their personal lives, their approach to work and career aspirations as well as their feelings on civic engagement and political affiliation. 

The results are as fascinating as they are complex.

The omnipresence of side hustles show a strong entrepreneurial streak, even while being employed – a trait that employers are going to have to embrace and harness, rather than prohibit. Family bonds are strong with a notable slant to female role models (grandmothers feature prominently), but while happy and optimistic it is also noteworthy that many have turned to therapy – the Gen Z trait of being emotionally open.

Politically these interviews forced us to differentiate between apathy and disillusionment: it’s a fine line, which politicians will have to navigate. Yet, there is a sense of agency. What is clearly defined is that strong social-justice barometer and two causes – #feesmustfall and GBV (gender based violence) – are highlighted, repeatedly. 

The insights in this report will be invaluable, not only for retailers but for any employer grappling to understand their new workforce, and in a pivotal election year, a glimpse into their hopes and aspirations for the country.

Gen Z has always mattered to me as a digital generation.

They matter to Flux in terms of our strategic insights and foresight  programmes.

Businesses are now discovering how much they matter – as customers and employees.

It should matter to you to understand South Africa, and Africa’s future.

If you are interested in empowering and understanding the the future of South Africa, get your copy of The 30/30/30 Report now!

If you want to work with us and this generation contact Bethea at connected@fluxtrends.co.za