Kenya has been ranked among the world’s leaders in targeting Generation Z consumers, according to a new study by ad tech company Eskimi.
The research, which analyzed thousands of online campaigns, places Kenya 12th globally in the scale and scope of Gen Z-focused marketing.
The findings reflect a growing shift in global consumer power, with emerging markets playing a more central role in shaping the habits of the first fully digital generation.
A joint report by NielsenIQ and World Data Lab recently noted that Gen Z is the first generation whose spending is driven more by non-Western countries than Western ones.
“Gen Z is the first generation to grow up entirely online, and they move seamlessly between apps, content, and shopping channels,” said Beatrice Njiraini, Eskimi’s Regional Director for East Africa. “Brands that delay learning about this audience may struggle to remain relevant.”
In Kenya, the telecommunications sector leads in Gen Z targeting, accounting for 50 percent of campaigns. FMCG follows with 19 percent, while education makes up 8 percent.
Globally, by contrast, FMCG dominates with 51 percent of campaigns, followed by education and technology.
Njiraini noted the surprising strength of Kenya’s traditional sectors compared to entertainment and tech, often seen as more adaptable to youth markets. She emphasized that Gen Z’s cross-platform media habits make display advertising a powerful tool.
Eskimi recommends advertisers embrace interactive formats, diversify platforms, craft authentic messaging, and move quickly to adapt campaigns using real-time data.
The study highlights Kenya’s growing role in defining how the next generation of consumers is engaged worldwide.
