How Africa’s marketers can connect with the ‘cool squad’ in 2024

“These trends not only capture the attention of this audience, but also provide a roadmap for brands to connect with this ‘cool squad’ in an authentic and impactful way,” the agency states. Among them: 

An affair with buy now, pay later 

Gen Zs have ushered in a revolution in how consumers approach payments. With a penchant for fast, cutting-edge technology tools, this digital-native generation demands flexibility and convenience in their shopping experiences.  

As the e-commerce landscape becomes more competitive, brands must adapt to remain relevant among younger consumers. Interest-free payment solutions available at checkout are no longer a luxury, but a strategic imperative for brands looking to thrive in the dynamic market of 2024. 

Trend-driven consumption 

This cohort’s trend-driven nature extends beyond fashion. Marketers can capitalise on their interest in vegan products, plant-based meats, and fandoms by aligning with popular trends in food, TV shows, music and gaming. Engaging with fan communities and highlighting relevant products boosts brand visibility and appeal. 

Search shifts to social media platforms 

Gen Z is turning to social media for authentic and relatable answers. Platforms like TikTok are becoming preferred search engines, with these consumers choosing it over Google.  

“Social media apps are evolving into one-stop search shops, with features like TikTok’s Keyword Insights tool and Instagram’s robust search function. Marketers must optimise content for social discovery, ensuring it remains authentic and trustworthy,” Student Village says. 

AI takes centre stage 

Artificial intelligence isn’t just a buzzword; it’s the key to connecting with Gen Z on a deeper level. In 2024, AI algorithms are reaching new heights, allowing marketers to hyper-personalise campaigns.  

“From customised content recommendations to personalised shopping experiences, AI fosters brand loyalty and improves conversion rates by creating authentic connections with consumers.  

We’re seeing AI’s massive impact within the side-hustle/small business space too; where various AI tools are used to increase productivity, creativity and efficiency,” the agency states in its analysis of marketing trends likely to impact the youth market.