Businesses in Tanzania urged to build with Gen Z, not just market to them

Dar es Salaam. Businesses have been urged to involve Generation Z in decisions on products, services and workplace matters, with stakeholders warning that relying on social media trends alone will not be enough to win the generation’s trust.

The call comes as companies increasingly use social media platforms to reach young consumer, with many adopting online trends to promote their brands and remain relevant to the younger generation.

However, stakeholders say businesses need to go beyond marketing campaigns by creating opportunities for young people to contribute to decisions that affect them.

Odds Bomba chief executive officer Godfrey Abel said companies should stop treating Gen Z solely as consumers and instead involve them in discussions about business development.

“I think many companies forget to involve them properly. Sometimes we involve them when there is a particular issue, but when it comes to development, there is a need to work together with them,” he said.

Mr Abel further added that young people often possessed knowledge and insights that businesses could use to better understand their customers and build stronger communities around their brands.

“There are things they understand better, and by involving them, we can create a community of people who will grow together with the company,” he explained.

He said companies could maintain their existing policies while creating room for young people to contribute ideas and influence decisions.

Tech enthusiast and software developer Dominick Dismas said businesses that wanted to remain relevant in the coming decade would need to build with Gen Z rather than simply market to them.

“The brand that will lead the next decade will not simply speak to Gen Z; it will build with them,” he shared.

Mr Dismas further added that young people were already involved in businesses, technology, content creation and cultural activities, giving companies an opportunity to draw from their knowledge and creativity. “You cannot say you understand Gen Z if you keep them outside your discussions. If you want their trust, you have to listen to them and create spaces where their ideas can shape the final product,” he said.

While involving Gen Z could help businesses understand changing consumer needs, M2VProduction managing director Mathew Valerian said employers also needed to recognize the challenges that could arise in the workplace.

He said young employees could help companies keep pace with trends, while their confidence and willingness to express their views could contribute to organisational change. “The good thing is that they help companies keep up with current trends, but they are also very confident when it comes to work,” he said.

Mr Valerian said Gen Z employees were often willing to negotiate and express their views openly, but added that confidence did not always translate into the expected level of performance.

“Sometimes someone can speak with a lot of confidence and make you expect a lot, but once you give them the job, that is when disagreements can arise,” he said.

The debate also extends to the role of younger employees in workplace decision-making, with travel agent Jaffary Nassoro saying age and experience should not determine whose ideas are heard.

“Companies should create room for young employees to speak and be heard. They may have less experience, but that does not mean they have less to contribute,” he said.

From the Gen Z perspective, beauty content creator Gladness Mungo said young people sometimes turn to social media to express views they feel unable to present directly to companies.

“Sometimes we have ideas that need to be tested, but we do not have that voice. So instead, we use social media to drive those changes for companies,” she shared.

Ms Mungo said comments, reviews and other forms of online feedback could provide businesses with useful information if companies were willing to listen and respond.

On the other hand, Sharifa Hamadi said companies should also consider how they communicate with Gen Z, particularly the generation’s preference for clear and simple information.

“Gen Z do not want things to be complicated. That is why they simplify things. When there are too many explanations, you can lose them, yet they are a large part of society,” she said.