Engaging Generation Z in Government Policy Discourse – Business

Generation Z, the group born between 1995 and early 2010, has become a significant force shaping the political landscape and having a significant impact on government policy.

This generation, raised in an era of rapid technological advancement and global connectivity, brings a unique perspective and set of values ​​to the political arena.

With a strong social conscience, Generation Z has been at the forefront of various social and environmental movements, advocating for issues such as climate change, racial equality and democracy – as in the Arab revolts that led to the overthrow of heads of state in Yemen, Libya, Egypt and Tunisia in 2011, and more recently the protests in Kenya.

A distinctive feature of the Kenyan protests was that they were led mainly by Generation Z people of diverse ethnic backgrounds.

The youth have not responded well to the leadership of President William Ruto.

Some politicians said they had never witnessed the kind of activism that took place in June, saying they were dealing with a “new phenomenon and a group of people that cannot be predicted.”

Gen Z’s engagement and use of digital platforms – from social media to online activism – has amplified their voices and allowed them to mobilize their peers, effectively pressuring decision-makers to address their concerns.

The Kenyan government’s withdrawal from its high tax proposal is silent evidence that Gen Z’s digital savvy and social awareness are having a profound impact on political discourse in the country.

This shift in political engagement should force policymakers to take a more inclusive and multi-pronged approach to engaging with Generation Z.

The stakeholder analysis model is based on the work of Mitchel, Agle, and Wood, and provides a valuable framework for governments seeking to engage and influence Generation Z.

This model can help governments assess and prioritize conflicting and contradictory stakeholder needs and expectations.

The model is designed to be used in conjunction with artificial intelligence (AI) technology to generate a variety of stakeholder avatars with which governments can interact.

It classifies stakeholders based on power, urgency, and legitimacy, creating five distinct groups: dangerous, dependent, dominant, definitive, and dormant.

Due to the lack of proactive engagement by governments with stakeholders, they are often caught off guard when a stakeholder previously considered dormant suddenly becomes dangerous within a matter of 24 hours.

To effectively use a stakeholder analysis model when engaging Generation Z, governments must first thoroughly identify and understand the most important stakeholders within the Generation Z demographic.

This involves recognizing their diverse backgrounds, interests and levels of engagement.

Governments must carefully consider the unique characteristics and needs of Generation Z to proactively and strategically reach and influence this influential group.

Once the most important stakeholders have been identified, the next step is to assess their authority, legitimacy and urgency in the context of government initiatives.

Multidimensional assessment enables governments to prioritize engagement activities and tailor their approach accordingly.

As Generation Z continues to grow in numbers and influence, its influence on government policy becomes even more evident.

Policymakers must continue to closely monitor the changing preferences and priorities of this generation, adapting their approaches to ensure that Generation Z’s voices and concerns are effectively represented in policy decision-making.

• Morna Ikosa is an experienced stakeholder engagement and strategic communications consultant with a passion for sustainability. The views expressed in this article are her own.