global artificial intelligence models, which rely on massive datasets often disconnected from African realities, Kasi AI reflects the lived experiences of African consumers. With it, businesses no longer rely solely on static reports. Instead, they gain access to dynamic, real-time insights that capture the continent’ s fastchanging markets. Importantly, Kasi AI democratizes insight generation. At the click of a button, users who may not have advanced analytical skills can access clear, actionable insights. The platform takes on the heavy lifting, transforming raw data into intelligence that drives decisions. In many ways, it reimagines research for speed, inclusivity, and relevance.
Gen Z, the Next Growth Frontier
A key part of Kasi Insight’ s presentation at Marketers’ Night zoomed in on Generation Z, those born between 1997 and 2012. This cohort already represents an estimated 420 million Africans with $ 250 billion in annual spending power, and their purchasing power is projected to grow by 15 percent in the next five years. In Kenya, Gen Z is commonly identified as the“ Digital Native” generation, but their identity is more complex than constant connectivity. Kasi Insight’ s research highlights three defining traits.
First are the Global Dreamers. These young Africans are outward-looking, plugged into global conversations, and deeply aware of opportunities beyond their borders. Second are the Local Activists. This group is socially engaged, with movements such as # RejectFinanceBill and # RutoMustGo demonstrating their ability to mobilize and drive change. Third are the Ethical Influencers. They prioritize trust, fairness, and authenticity when deciding which brands and institutions to support.
Trust emerged as a consistent theme not only in Kasi Insight’ s presentation but also in Nation Media Group’ s presentation. According to Kasi’ s data, 76 % of Gen Z consider trust“ very important” when engaging with brands or institutions( vs 70 % of older generations). Even more striking, 54 % of Gen Z say it is“ very difficult” to rebuild trust once lost compared to 46 % of older generations. These attitudes suggest that for businesses hoping to win with Gen Z, trust is not optional but a form of currency.
Gen Z’ s economic position is equally complex. Nine out of ten aspire for financial freedom and stability, yet 65 % admit to struggling with basic expense control. These pressures shape their consumer choices. Price, cited by 66 %, and quality, cited by 56 %, are the top drivers. Loyalty remains fragile unless value is unmistakable. While convenience, functionality, reputation, and promotions also matter, value sits firmly at the core. For marketers, the implication is clear: Gen Z represents both a tremendous growth opportunity and a demanding consumer base that will hold brands to unprecedented standards.
Marketers Embrace the Concept
The case for Decision Intelligence became even more compelling when connected to this generational analysis. For businesses seeking to connect with Gen Z and other African consumer groups, anticipation rather than reaction is the difference between success and irrelevance. Retailers can use Decision Intelligence to forecast shifts in spending and adapt promotions before sales decline. Financial institutions can track changes in consumer confidence and design products that match emerging needs. Media and advertising agencies can identify which channels are gaining or losing trust among younger audiences and reallocate campaign resources accordingly.
The reception to this message at Marketers’ Night was enthusiastic. A post-event survey showed that 96 % of participants said they were likely to apply
Decision Intelligence concepts within their organizations. Half of respondents, reported they were“ very likely” to do so, while another 46 % said they were“ likely.” Only 4 % remained neutral, and none expressed disinterest. Many participants commented that the session had reshaped their entire perspective on data and strategy within the African context. It became clear to them that Decision Intelligence is not a passing trend but an essential tool for businesses that want to be prepared for the future.
The Road Ahead
Africa’ s markets are evolving rapidly, shaped by demographic shifts, advancing technology, and increasingly vocal consumers. The demand for foresight and clarity will only intensify. Decision Intelligence offers organizations a framework for minimizing risks while uncovering opportunities to lead. It equips businesses not just to survive disruption but to shape outcomes in their favour.
Kasi Insight’ s own decade-long journey mirrors this shift. The company has grown from a traditional research provider into a platform that empowers clients to anticipate change and influence results. For Africa, the embrace of Decision Intelligence is not merely about keeping pace with global standards. It presents an opportunity to establish new benchmarks for how data-driven strategies can fuel growth and innovation.
In the years ahead, as more organizations across the continent adopt this approach, Africa will not just be responding to trends but actively defining them. Decision Intelligence is poised to become the foundation of market research and strategic planning in the region, enabling businesses to look forward with clarity and act with confidence.
Ready to put Decision Intelligence to work for your business? Book a strategy call with us today and discover how to anticipate change, reduce risks, and drive growth. Or listen to our latest podcast episode where we unpack the insights shared at the 3rd 2025 Nairobi Marketers’ Night.
Yannick Lefang is the Founder of Kasi Insight, Africa’ s leading decision intelligence company empowering business leaders and entrepreneurs to make crucial decisions with confidence. You can commune with him via email at: Info @ kasiinsight. com.