Generation Z in Namibia: no clear answers

I first came across the idea of generations with a lucky find of Douglas Coupland’s ‘Generation X’ in Cape Town. The central idea of the book was that Generation X would happily downscale ambitions even if it entailed less earning. The example that Coupland used was switching from a high-paying corporate job to flipping burgers in a fast-food joint.

Since reading that, more generations have been proposed, notably Millennials and Generation Z. Each of these generations represents a model of consumption, the means of consumption, economic gain and possessions.

The clear global strand is that successive global generations want less work, and a higher quality of life, indicating that ideal ambition, the ‘world of work’ and productivity models are flawed. Nothing new there…

The generational models of X and the Millennials have largely bypassed Namibia. It has, until now, been a matter of insularity, limited exposure to current, broader global generational cultures. That changes with Generation Z.

The seismic change is that Generation Z is the first ‘digitally native’ generation (read ‘always online’), with unprecedented access to global culture under the spread of social media. Gen Z is now taking root in Namibia, opening to peer influence and displaying many of the attitudes and behavior of their global peers.

The Generation Z communication style is distinctive. They prefer quick, visual communication, often using memes, GIFs, emojis, and short-form videos to express themselves. Social media such as TikTok have become their go-to for entertainment, education, and connection. This preference for bite-sized content reflects short attention spans but also the ability to process information rapidly.

From the branding and marketing point of view, the exercise of communication with Generation Z becomes less profitable, a matter of eking out gains. Generation Z has a high requirement for value addition in corporate philosophy and all the expenses that go with it. Companies that fail to align with values of sustainability, ethical practices, and social responsibility risk losing their trust and loyalty. Brands need to champion causes that improve the world around them to attract spending.

They make purchasing decisions based on peer recommendations, online reviews, or influencer endorsements rather than traditional advertising. This shift has prompted companies to rethink marketing strategies, emphasizing authenticity, storytelling, and genuine engagement.

At this point, disposable consumption does not feature, unlike Generation X and the Millennials. Bear in mind that the cost of accumulation is high and availability of Namibian jobs is constrained. Consumption will consist of bandwidth, clothing, cosmetics, hair salons and nightclubs. A high premium will be placed on workshops (particularly business planning) and education. The sources of income will be family, sporadic informal enterprise and shared resources.

Generation Z is often described as the most entrepreneurial yet. Growing up amid rapid technological advancements, they have witnessed the rise of startups, influencers, and online businesses, inspiring them to explore non-traditional career paths. Many aspire to be their own bosses and aren’t afraid to take risks, or don’t have much to lose.

The phenomenon of well-paid jobs may change, and bring with it greater materialism, but this is a slender prospect at present. The proposed solution of agricultural employment is also unrealistic. Having tasted the good life in urban areas or having seen it on social media, Generation Z is unlikely to accept an agrarian existence and occupation.

The Generation Z model is not fait accompli in Namibia. It is still unfolding as the economy evolves for better or for worse. How accurate is this? Proof of the pudding lies in research. Talk to the youth for more insights and their view of the ideal.