# 2 : 66 % of Gen Z respondents agree that they often spend more time watching content that discusses or unpacks something than the thing itself
This is fascinating ! In essence , experiencing events through the lens and perspectives of someone else is becoming just as ( or even more ) engaging as the source material itself . This is the insight driving the internet ’ s obsession with watching ‘ react ’ videos . There ’ s just something intriguing about seeing people ’ s takes on a subject you care about - and this is exactly what we have seen online in the recent ntimes .
People unpacked the proposed bill using content and ‘ spared ’ many others from doing it themselves . People made content commentaries in a wide array of genres . From comedy to music , people found ways to share their perspectives in a way that was authentic to them - and this connected with others . As a result , the loop continued . People consumed the content , shared it , and contributed their voices to the conversation , keeping the momentum alive .
In the process , we ’ ve seen everything from the emergence of new viral creators , new hit songs , to new youth leaders who are now the face of the movement . All of this was made possible through content and technology . It is however important to recognize that no amount of content can start a revolution without people being emotionally connected to the subject matter . The Finance Bill 2024 was the catalyst . That was the driving force that transferred momentum from screens to the streets . Everyone cared deeply about the conversations because there was a clear understanding of how they would be affected .
It is however important to recognize that no amount of content can start a revolution without people being emotionally connected to the subject matter . The Finance Bill 2024 was the catalyst . That was the driving force that transferred momentum from screens to the streets . Everyone cared deeply about the conversations because there was a clear understanding of how they would be affected .
So where do we go from here ? According to the Association of Kenya Insurers ’ report on Gen Z , they are the most populous generation in the country and Africa at large . According to the World Economic Forum , young Africans are expected to constitute 42 % of the global youth . This is a clear indicator that Generation Z cannot be ignored . This is just the beginning .
The road ahead promises to be filled with many surprises , but one thing is for certain : Gen Z is the new main character in the game called marketing . As marketers , building emotional connections through content , storytelling , products , and services should be a priority , especially if reaching this generation is a goal . In this age of social media , there is a tendency to rely heavily on paid targeted ads . While this has its place , it will never be the same as organic reach , and these protests have been a testament to that . These demonstrations have shown us that organic engagement driven by emotional connections can shake the world .
Gen Z has shown that if they care deeply about something , they will speak up and encourage others to do the same . If your brand tells a story that resonates with the issues this generation cares about , you might find yourself with an endless pool of creators ready to amplify your message . As momentum from screens transfers to real-world impact , you might wake up one day and realize that you not only connected with a generation - you started a movement .
Tomide Akinyemi is a digital strategist , content specialist and futurist passionate about helping organizations and individuals realize growth through content . You can commune with him via email at : Tomide @ powertalks . biz