The Kenyan government has taken great interest in developing the youth and in 2006, the Ministry of Youth Affairs and the Youth Fund were established. This enables the youth to borrow money economically to set up their own businesses. They are economically active and a market force that continuously drives change.
Jane Lyne-Kritzinger, MD of Youth Dynamix (YDx), credits the team’s insights into the youth market in Kenya as due to their fundamental understanding of the youth market through formal research studies as well as from market insights gained during experiential marketing campaigns. The YDx Kenyan research team shares some of the most pertinent youth trend insights below that are shaping the market:
It’s becoming ever more evident that the youth’s needs are continuously changing because of their heightened level of exposure. To remain in tune with the youth, brands need to play in their space without being intrusive, reports Youth Dynamix.