Understanding Gen Zs, youngsters who have taken Kenya by storm with protests

In what started as an online uproar over the move by the Kenya Kwanza administration of President William Ruto to increase taxes through the Finance Bill, 2024, Kenyan youth, Generation Z, who are mainly leading the protests against the tax proposals, are defining the moment as the new face of rebellion.

So determined are Gen Z protesters that traditional political players who previously dominated the protest space in the country are grappling to catch the attention of the youngsters.

Countrywide protests have intensified even after the ruling coalition made a last-minute change of heart to drop a few contentious proposals to calm an agitated demand for an overhaul of the Finance Bill.

The protests, largely led by Gen Zs and human rights activists, started in Nairobi on June 18, the day the controversial document was tabled for debate by the National Assembly’s Finance and National Planning Committee Chairperson Kuria Kimani.

But just who are the Gen Zs?

A nationwide survey of 1,300 Kenyans between the ages of 18 and 27 looked into the attitudes of Gen Z towards work, how to make money, and their ambitions. The study indicates that high internet penetration and a tough economic environment are reshaping how young Kenyans think about their future and what their expectations of the work environment are.

“I want to manage my work choices, terms of employment, and work schedule,” Gen Zs said in a recent survey by Odipodev and Africa Uncensored.

Money, mental health, vibe, passion, and ability to remote work also made it to the top 5 considerations when Gen Zs decide whether to take up a job or not, according to the survey that examined their fears, views, desires, and whom they admire the most.

Undertaken in mid-April 2024, the study sampled Gen Zs from the six counties of Nairobi, Eldoret, Kisumu, Machakos, Mombasa, and Meru.

Tech, in particular, has revolutionised the world of work, but it has also fostered a 24/7 work culture where employees can find it difficult to switch off. The impact of this constant connectivity is mental health issues that Gen Zs cited as a concern, as well as a dive into being productive.

Anti-finance Bill protestors march along Kenyatta Avenue as they attempt to access Parliament on June 20, 2024. (Photo: Handout)

According to them, their top dream career was to be self-employed or run a business.

‘Tiktoker’ or influencer came up second, with doctor, engineer, lawyer, and any office job following in that order.

Of those interviewed, 22 percent said the recent doctors' strike was handled, and this dimmed their hopes of pursuing medical careers.

A good number of Gen Zs still yearn for stability.

In the survey, the desire for corporate jobs within any rank or designation stood out prominently, breaking the age-old stereotype about the loss of allure for 9-5 day jobs among Gen Zs.

A surprising 11 per cent claimed they are interested in alternative careers while 2 per cent admitted they wouldn’t want to work at all.

Among politicians, Raila Odinga is the most admired personality by Gen Zs, with President Ruto coming second, while Embakasi East MP Babu Owino took the third slot. Former president Uhuru Kenyatta and Narc Kenya leader Martha Karua were fifth and sixth respectively.

Gen Z spends more time on their phones than any other generation, with one in four scrolling their gadgets for at least six hours.

As teens, Gen Zs experienced the boom of smartphones, wearables, and virtual assistants, among other disruptive technologies. This immersion makes them open to integrating new technology into their lives.

They have also embraced the overlap between media and technology, using multifunctional devices that promote simultaneous use.

Gen Z consumers have strong opinions about the world they live in, and they are not afraid to voice them. Social media is Gen Z’s primary outlet for sharing thoughts, seeking recommendations, and staying informed about current events.

Instagram is the top choice for direct messaging among Gen Z users. In addition to direct messaging, Gen Zs also favour Instagram for Stories, making it their primary social media platform for this feature. For short-form video content, TikTok remains their preferred platform.

In a new shift of political consciousness, Gen Z is not keen to associate with political parties that have been dominating public political spaces in various countries across Africa. A new report by Flux Trends found that Gen Z finds it hard to connect with political parties.

The trend analyst group, in partnership with the youth agency Student Village, surveyed 30 young people and asked them 30 questions to mark 30 years of democracy.

The 30/30/30 project report delved into the mindsets driving South Africa’s Gen Zs’ attitude about the future of democracy and their place in it, as citizens, consumers, workers, and individuals.

“This report gave us an in-depth view and a nuanced understanding of what young people believe is important to them ahead of the elections,” said researcher Bronwyn Williams.

The report found that the majority of young people either refused to register to vote because they believed it did not make a difference or were contemplating which political party to vote for.

“There is no political party at the moment that is attractive to this demographic and most of the young people have little faith that politics will make any drastic change in their day-to-day actions,” Williams said.

The Flux Trends survey warns that because young people are undecided about their voting choices, they could fall into the pattern of voting for parties that they associate with generational democracy.

“This generation has a strong activism presence and they can be catalysts for change but now we see them following routine by following the same political parties – this shows our society is broken,” Williams said.

Prof XN Iraki, a University of Nairobi lecturer who has researched voting patterns in Kenya, in an article in The Conversation, blamed the low political participation among the youth on voting not being attuned to their habits, lack of faith in voting changing their fortunes, underrepresentation in politics, same faces on the ballot, and the perception that their votes do not count.

By last week on Thursday, the anti-Finance Bill protests had spread countrywide, with marches witnessed in at least 18 counties. The protests affected business activities in several Kenyan towns.

Two protesters have died and at least 200 others, including observers and journalists, were injured in the largely peaceful demonstrations.

If passed, the Bill, which has been rejected by the opposition MPs, is expected to be enacted before July 1, to allow the Kenya Revenue Authority to start collecting taxes for the 2024/2025 fiscal year.

Kenyans, still reeling from the heavy taxation under the Finance Act, 2023, which introduced the controversial housing levy, want the entire Finance Bill, 2024 overhauled.

National Treasury Cabinet Secretary Njuguna Ndung’u presented a Sh3.99 trillion ($31.17 billion) spending plan for the 2024/2025 fiscal year, with hopes of funding the budget through tax revenues amounting to Sh2.91 trillion ($22.73 billion).