According to Belgium-based global consultancy firm Human8, members of Gen Z across the world, including in South Africa, are more willing to invest in sustainable, responsibly run brands.
As a general rule, Gen Z (people born between 1997 and 2004) is seen as a generation of hope: a youth that is striving for sustainability in a brighter, greener, and more inclusive future. They often seek to achieve this through online action rather than physical means such as street rallies or protests, but this does mean that they hold huge sway through, for example, social media campaigns.
Human8 presents itself as an organisation that “unites brands with people, culture and context to activate positive change”. In the South African edition of its 2023 “Ready for the Zoomers? Gen Z report”, the consultancy notes that individuals in Gen Z expect brands to share their values, and they want to see ongoing social impact rather than one-off actions.
“Having a strong focus on injustice, Gen Z wants brands to pursue social and environmental issues,” says the report, adding that 54% of South African Gen Z even refuse to buy from non-sustainable brands.
The majority of South African Gen Z members (82%) are willing to invest more of their money into brands that have a positive impact on society. This focus on positive change extends into the way they do business, with 78% looking to run their business sustainably.
Expectations also extend beyond sustainability, with a major focus being the desire for a personal, interactive, and fulfilling relationship between brands and their customers. Personalisation and co-creation are key factors for 58% of young people in SA, while three-quarters of the youth expect brands not only to understand who they are and what they stand for, but also support them in their life goals. In terms of co-creation, 62% of the South African youth believe that brands should allow them to create products that reflect their identity.
The Human8 report highlights the fact that all generations in South Africa display a high level of uncertainty about the future – not surprising in the wake of a two-year global pandemic, which has been followed by major political changes, a recession and fluctuating currency, increasing natural disasters like flooding and drought, and escalating international conflict.
“Given the high numbers of youth unemployment in South Africa, the top global issues that keep Gen Z up at night focus on socio-economic concerns such as poverty (56%) and the economic crisis (51%). Diversity and inclusion… (are also) high on their agenda,” expands the report.
It is admirable that despite the upheavals they have seen as they have come of age, Gen Z in South Africa remains so positive about the future. As a generation, they are not scared to call out brands that do not live up to their ideals, nor do they see discussions of mental well-being as a weakness.
Organisations in South Africa would do well to invest heavily in ensuring that their businesses are run ethically, sustainably, and for the good of all. Giving back to the community should be seen as the right way to do business, rather than simply “good marketing”. The young people of today are increasingly adept at spotting the difference between a true culture of sustainability and inclusion, as opposed to mere virtue signalling. And through the power of online platforms, they are not scared to make their voices heard!


