Africa’s Gen Z Consumers Aren’t Who You Think: Here’s What They Want in 2025

Gen Z  consumers are those born between 1997 and 2012.  In Africa, they are fast becoming the largest group of digital consumers, creators, and trendsetters. According to Marketing Analytics Africa, Gen Z makes up nearly 31% of Africa’s population, which is over 428 million people across the continent.

In Kenya alone, Gen Z spending is projected to reach KSh 4.4 trillion (~US $34 billion) in 2025, making them the top consumer group by generation, according to World Data Lab.

So, what exactly drives this generation’s buying decisions in Africa?

What Drives Gen Z Purchasing Decisions in Africa

1. Values, Purpose & Inclusion

Gen Z is one of the most values-driven generations Africa has ever seen. For them, what a brand stands for often matters just as much if not more than what it sells. Globally, a striking 83% of Gen Z say that diversity and inclusion are important in the brands they support. The sentiment is just as strong across the continent: 85% of Kenyan, 80% of South African, and 79% of Nigerian Gen Zers say a company’s commitment to diversity directly influences their buying decisions, according to a recent report by Business Live.

Gen Z in Africa is also increasingly environmentally conscious. A separate report by Marketing Analytics Africa reveals that the majority are actively reshaping their lifestyles and expectations to reflect this.

• 82% are concerned about the planet,
• 72% have changed their behavior for environmental impact,
• 66% are willing to pay more for ethically sourced goods.

“If your brand doesn’t stand for something, Gen Z will scroll past it.” – Marketing Analytics Africa

2. Social Media & Micro-Influencer Power

For Gen Z in Africa, social media is the first stop in their brand discovery journey. Platforms like TikTok, Instagram, and WhatsApp have become their go-to sources for discovering new products, often before they even think to search on Google, according to insights from Shopify.

Influencers play a major role in shaping their buying decisions but not just any influencers. Today’s Gen Z consumers prefer authenticity over perfection. In fact, 57% say they’re likely to make a purchase based on influencer recommendations, with a strong leaning toward micro-influencers , that is creators with between 5,000 and 100,000 followers who come across as more real, relatable, and trustworthy.

3. Mobile-First, Always-On Behavior

According to the African Marketing Confederation, they spend nearly 25% of their waking hours on their phones, often checking them up to 30 times an hour. For many, the smartphone has become a lifestyle for them.

This behavior is backed by broader access trends: more than 80% of internet users in Sub-Saharan Africa access the web exclusively through mobile devices, as reported by Marketing Analytics Africa. In other words, if your brand’s digital experience isn’t optimized for mobile, you’re already losing Gen Z’s attention.

That’s why mobile-first user experience, vertical video formats, and fast-loading, scroll-friendly pages are non-negotiable survival tactics for brands

4. Quality & Affordability Still Matter

While Gen Z is often praised for being values-driven and content-savvy, they’re also highly practical especially in African markets where economic pressures shape daily decisions. Value-for-money remains a key driver in their purchasing choices.

In Kenya, a recent study by The Adviser Magazine found that 81.7% of Gen Z consumers prioritize product quality above all. That’s followed by 57% who value affordability, and 42% who consider brand trust as a deciding factor. Meanwhile, in Uganda, 85% of Gen Z prioritize affordability, with 75% placing high importance on authenticity, and 70% on convenience.

This clearly reveals that Gen Z aren’t blindly brand-loyal. If your product doesn’t meet their standards in quality or price, no amount of viral content will hold their attention.

5. Digital Payments & Fintech Trust

Africa’s Gen Z is quickly emerging as the continent’s most financially digital generation.  According to Pierrine Consulting, the continent’s digital payments sector was projected to hit US $320 billion by 2024, with Gen Z driving much of that momentum. Their comfort with digital platforms and preference for seamless, mobile-first tools makes them the early adopters of Africa’s fintech boom.

In Nigeria alone, over 40% of Gen Z actively use fintech platforms like Cowrywise, Chaka, and PiggyVest. But interestingly, while they engage regularly with these apps, only about 1% currently invest. Instead, most use them for short-term saving goals and daily expense management which is a sign of their cautious but growing financial maturity.

Africa’s Gen Z is no longer an emerging audience. They are the driving force of digital behavior, cultural influence, and consumer spending across the continent. From how they shop to what they stand for, they’re rewriting the rules and brands that want to stay relevant must adapt accordingly.

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