This observation looks at the role models that Gen Z’s look up to and how these role models mould their identity and expectations of themselves and society.
Continue reading to find out more.
What we learnt:
In terms of who our interviewees were raised by, there was a strong female presence:
| Who raised you? | |
| Parents | 40% |
| Grandmother involved | 23% |
| Mother | 23% |
| Aunt involved | 3% |
| Not specified | 10% |
Similarly, in terms of role models, 57% of this cohort had female role models and 23% had both genders:
| Who do you look up to? | |
| Female | 57% |
| Male | 10% |
| Both | 23% |
| Not specified | 10% |
It is also interesting to see who these role models are. The majority are from the media and entertainment sectors. This career seems to be the one most young people aspire to. There’s an even split between South African and American. Even though we have exposure to content from around the world, the majority of the content we consume is American. So, it is understandable that South Africans still look to the US for inspiration:
| Role model | Occupation | Region |
| Tracee Ellis Ross | Actress | US |
| DJ Zinhle | DJ | SA |
| Naledi Mallela | Influencer | SA |
| Nonkululeko Gobodo | First black female CA | SA |
| Carla Molinaro | Runner | SA |
| Mcebisi Jonas | Politician | SA |
| Viola Davis | Actress | US |
| Muhammad Ali | Boxer | US |
| Kendrick Lamar | Singer | US |
| Tyler, the Creator | Singer | US |
| Bridgit Mendler | Actress | US |
“She’s [Basetsana Kumalo] from somewhere in a township and then, she participated through the ‘missile effect’ that what she has was through her mom, inspired by her mom and to where she is right now. And also her being part of the luxury industry, the luxury sector, what kind of inspires me to, you know, just look up.” – Naledi (20, Black, male)
“She’s [DJ Zinhle] a family woman, a DJ, she has a business, she’s a promoter – that woman has nine streams of income. And, that’s what I want, man. Not depending on one job. I don’t want to get paid once a month. That is why I’m starting now. Now I have a nail business. Then gowns, then makeup. I’m gonna start growing, growing until I get into property.” – Luckiness (Black, female)
“Almost all the role models are female role models, whether it’s mothers and grandmothers, aunts, family members, very strong. I think that’s quite a South African thing too. Family ties are not as strong among young generations elsewhere in the world, particularly across the West. Whereas South Africans stand very differently, home is where you kind of return to, but home is seated around that matriarch.” – Dion, Ronen or Bronwyn
“I was even more encouraged by the feminine role model, almost the breaking down of the patriarchal structures, and that a new form of leader, be it male or female, but he’s in touch with that feminine way of doing it. A lot more nurturing, even if it’s with a bit of a stick, but they get me, they want the best for me, and it’s a lot more feminine in their approach, as opposed to this kind of very hard patriarchal kind of system that delivers only with the stick and not necessarily shows up.” – Dion, Ronen or Bronwyn
“And so what I love about the female energies is that sense of this presence and that sense of they want to. Mommy wants the best for me. We have spoken about it before in terms of almost a new role in companies being a ‘momager’. This notion of young people coming into the workplace and, whether they’ve got the ideal parental kind of relationship when they grow up or not, they’re expecting the manager to treat them almost like a mom. What I’d like to know or see is, are these little instances, little breeding grounds for toxic masculinity, which you’re seeing bubble up globally all around the place? So I’d like to see how those things balance out the play out.” – Dion, Ronen or Bronwyn
What does the research/experts say:
42% of South African households in 2021 were female-headed, according to Statista. Women are raising a large segment of society. That same year, a World Economic Forum report stated that South Africa is among the top 20 countries with a high presence of women ministers and parliamentarians. We live in a society of strong women. Female freedom fighters played an instrumental role in instating our current democracy. South African comedian Trevor Noah, who grew up in Soweto, recalls, “I grew up in a very matriarchal world. Women were the most dangerous freedom fighters that existed. It’s true!”
Yet, patriarchy still dominates, evidenced by the prevalence of gender-based violence and the gender pay gap. The World Economic Forum 2023 Global Gender Gap Report places South Africa at 20th place out of 146 countries. While our standing on the global stage looks good, women in South Africa still earn 78 cents for every rand men get for doing the same job.
What can businesses and policymakers do about this?
Our laws in South Africa prohibit discrimination against women. However, we still have a problem with how women are viewed socially, both by men and women ourselves.
Female role models could use this opportunity to dismantle patriarchy and shape young minds towards respecting women. A lot depends on the beliefs that women have on their treatment. If their belief system is rooted in patriarchy, then they are likely to pass this on to their children. If they believe there should be gender equality, the messaging passed on is progressive. We should understand that progress and gender equality have different meanings in different cultures, and cultural sensitivity is needed.
Men also play a crucial role in promoting gender equality and respect. They should take a more active role in raising children and share within the household responsibilities. Male role models should use their influence to denounce issues such as gender-based violence.
Employers can grant equal pay to men and women and hire women for senior roles. Women should not be required to take on maternal or feminine tasks such as making coffee or arranging work socials. Leaders should set an example so that young male employees treat their female colleagues appropriately. Businesses could request that female leaders (in the organisation) address young people at career events at schools and tertiary institutions, especially in male-dominated fields.
Media also has a role to play in not perpetuating gender stereotypes. Society’s view of women has been evolving, but there is still a long way to go.
By Flux Trends
The data and quotes mentioned above refer to a project that we are in the midst of, in conjunction with Student Village called “The 30/30/30 Project” whereby we collected insights from 30 South Africans, under the age of 30, 30 years into our new democracy.
WHERE TO FROM HERE?
Book the From GenZ to Gen Alpha trend briefing, to get access to the latest insights about Gen Alpha.
Contact Bethea Clayton at connected@fluxtrends.co.za or +27764539405 to book this trend briefing for your team or clients.
–Image credit: Eye for Ebony
