Opinion – Engaging Gen Z in Government Policy Using the Salience Model

Generation Z, the group born between 1997 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 was the case in the Arab revolts that led to the overthrow of heads of state in Yemen, Libya, Egypt and Tunisia in 2011, and now, most recently, the protests in Kenya in June.

What makes the Kenyan protests stand out is that they have been led largely by young Gen Zers from a multicultural background. The youth have not responded well to President Ruto’s leadership. Some politicians have indicated that they have never witnessed the kind of activism demonstrated in June, saying they are dealing with “a new phenomenon and a group of people who cannot be predicted.”

Gen Z’s engagement and use of digital platforms, from social media to online activism, have amplified their voices and allowed them to mobilize their peers, effectively pressuring policymakers to address their concerns. The Kenyan government’s withdrawal from its high-tax proposal is silent evidence that Gen Z’s digital literacy and social awareness have had a profound impact on political discourse in their country.

This shift in political engagement should force policymakers to adopt a more inclusive and multi-stakeholder approach to engaging Generation Z. The Mitchel, Agle, and Wood Stakeholder Salience Model provides a valuable framework for governments to engage and influence Generation Z. This model can help governments assess and prioritize competing and conflicting stakeholder needs and expectations.

The model is designed to be used in conjunction with AI technology to generate different avatars of stakeholders with whom governments are likely to interact. It classifies stakeholders based on power,
urgency and legitimacy, forming five distinct groups: dangerous, dependent, dominant, final
and dormant.

Due to the lack of proactive engagement by governments with stakeholders, they are often caught off guard when
a stakeholder that was previously classified as dormant suddenly changes
to a dangerous stakeholder
in just 24 hours.

Therefore, to effectively leverage the stakeholder salience model when engaging Gen Z, governments must first thoroughly identify and understand the key stakeholders within the Gen Z demographic. This includes recognizing their diverse backgrounds, interests, and engagement levels. Governments must carefully consider the unique characteristics and needs of Gen Z to enable them to proactively and strategically target and influence this influential group.

Once key stakeholders have been identified, the next step is to assess their power, legitimacy, and urgency in relation to government initiatives. This multidimensional assessment allows governments to set priorities, set engagement efforts, and adjust their approaches accordingly. As Generation Z continues to grow in both size and influence, its influence on government policy becomes even more pronounced. Policymakers must continue to closely monitor this generation’s evolving preferences and priorities, adjusting their approaches to ensure that Generation Z’s voices and concerns are effectively represented in policymaking.

Next week we will continue unboxing this model.

*Morna Ikosa is an experienced stakeholder engagement specialist and
strategic communications consultant with a focus on sustainable development. The views expressed in this article are personal and not those of her employer.