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How brands can tap the spending power of the youngest generation

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Millennials and Generation Z prefer news outlets to cover social, economic issues and publish content that reflects changes in Kenyan society. FILE PHOTO | SHUTTERSTOCK

By  NJERI KAGWE

A recent study by the Aga Khan University, Graduate School of Media and Communications that sought to understand media consuming habits among millennials and Gen Zs showed that these generations would want the media to cover more financial topics such as how to make money, become financially independent, and save money.

The same report indicates that most Gen Zs and Millennials rely on social media for news with 73 percent saying they follow the links of news stories to legacy media news websites.

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