What megatrends should a Kazakh marketer take into account when working with Generation Z?

Prominent marketer Daniyar Kosnazarov shared his professional insights, which shed light on the changing demographics of Kazakhstan.

In his own words:

«Over the past 30 years, significant shifts have occurred in Kazakhstan that directly impact society, the economy, and business.

Significant decline in ‘thieves-in-law culture.’ It cannot be said that a ‘law-abiding culture’ has taken its place, but Generation Z no longer uses the criminal code as a life guide.

Reduced alcohol consumption. Compared to the ’90s and the early 2000s, alcohol consumption has significantly decreased among Generation Z.

Prevalence of a healthy lifestyle. Everyone understands the importance of eating right, getting enough sleep, and engaging in sports, but not everyone practices it. However, Generation Z has the desire and motivation to move in this direction.

Shift from public service to entrepreneurship. Working for KMG, Samruk, or government ministries holds little appeal for Generation Z today. They are interested in business, but not necessarily large corporations. Generation Z dreams of launching their projects and monetizing their skills.

Decreasing well-being of Kazakhstanis. Generation Z wants to be financially savvy, in part because their parents’ incomes and their own are growing slowly.

Transformation into an urban nation. Several generations have been born and have grown up in cities. The pace of life, lifestyle, consumption habits, and interactions among Generation Z are shaped by this fact.

We have become a more homogeneous society. The number of Kazakhs is increasing year by year. The role of the Kazakh language in school and university education is predominant. Generation Z speaks more Kazakh and brings this habit into the workplace.

These trends have evolved slowly but steadily. They may not be palpable, but they have a tremendous impact on the country’s direction and economy. Marketing, too, must take into account these major shifts, not just by focusing on social media trends, AI, metrics, and tools, especially when forming long-term strategies and goals for the years ahead.»