Every two in three Kenyans belongs to Gen Z or Gen Alpha. They are creative, humorous, empathetic, and outspoken, yet widely misunderstood. Why?
A new foresight study by Reelanalytics, The Next Billion Voices: Africa’s Futures, reveals that young Kenyans do not wait, conform, or withdraw. They are not rejecting societal norms; instead, they are evolving faster than the systems meant to serve them.
“When formal institutions fail to absorb young people, something remarkable happens. Youth begin employing imagination as a survival asset,” says Christopher Anuro, Research Manager at Reelanalytics.
Anuro will present these findings at ESOMAR’s Africa In Focus 2025 conference, taking place February 3–5 at the Hyatt Regency Nairobi.
How the Study Was Conducted
The multi‑method qualitative research tracked Kenya’s Gen Z and Alpha through:
- Digital diaries capturing everyday experiences
- Immersive observation in youth spaces
- Youth foresight labs exploring future scenarios
Rather than documenting deficits, the study highlights how young Kenyans are actively building:
- Creative income strategies
- Self‑authored identities
- Informal civic networks that emerge when traditional structures underperform
Identity as a Personal Project
The findings show that young Kenyans construct identity as an active project rather than inheriting it. Digital platforms serve as laboratories for self‑definition.
As one participant explained:
“Online spaces become places where we decide how we exist and who we are, especially when physical environments limit our agency.”
Citizenship Reimagined
The study also documents a shift in how citizenship functions. With low trust in formal political institutions, youth are:
- Building peer‑led organisational structures
- Engaging civically through action‑based participation rather than symbolic gestures
This represents civic adaptation, not disengagement. Citizenship is becoming functional and results‑oriented, rather than performative.
Signals for 2035
Looking ahead, the study positions culture, humour, and informal enterprise as early‑warning indicators of systemic redesign. Imagination is functioning as adaptive infrastructure, enabling young people to blueprint tomorrow’s systems under today’s constraints.
“The next billion voices are already reshaping institutional realities,” Anuro notes. “The question for organisations is whether they will keep measuring what has passed—or develop the capacity to sense what’s emerging.”
Why It Matters
ESOMAR’s Africa in Focus 2025 will convene global research professionals, marketers, and decision‑makers to explore these youth dynamics. The insights are directional, not predictive, but they are transferable to other emerging markets facing similar pressures.
For brands, NGOs, and policymakers, the message is clear: Kenya’s youth are not waiting for change; they are making it.
