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.