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Inside Gen Z World of Sophisticated Investments

They are playing a significant role in shaping the future of finance with innovative and socially conscious investment strategies

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Generation Z (Gen Z), the demographic cohort born between the mid-1990s and early 2010s, is entering adulthood with unique financial attitudes and preferences. They are defying the common assumption of carefree young people who indulge in partying and irresponsible spending.

Instead, they are showcasing themselves as a savvy generation of investors who are fearlessly exploring new opportunities. This younger demographic is quickly acquiring knowledge on investing in stocks and bonds at a much earlier stage in life compared to previous generations.

Whereas older generations typically prefer investments like real estate, bonds, and stocks, Gen Z is fearlessly navigating emerging markets such as cryptocurrency, forex trading, and non-fungible tokens (NFTs). Some are even reportedly considering gambling as a means of investment.


Generation Z is known for its familiarity with technology and digital trends. Many Gen Z investors are drawn to tech stocks of innovative companies that are shaping the future, such as Apple, Amazon, Tesla, and other tech giants. They see technology stocks as a way to participate in the growth of disruptive industries and cutting-edge technologies.


Environmental, Social, and Governance (ESG) investing is gaining popularity among Gen Z investors who prioritize sustainability and social responsibility. They are more likely to invest in companies that align with their values on environmental conservation, social impact, and ethical practices.

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ESG funds and sustainable investments are becoming increasingly attractive to Gen Z investors seeking to make a positive difference with their money.


Gen Z investors are open to investing in cryptocurrency and digital assets, such as Bitcoin, Ethereum, and other cryptocurrencies. They are drawn to the potential for high returns, decentralized nature of digital currencies, and the technological innovation behind blockchain technology. Cryptocurrency investments appeal to Gen Z’s comfort with digital platforms and interest in fintech advancements.


Real estate investments, particularly through crowdfunding platforms and Real Estate Investment Trusts (REITs), are gaining traction among Gen Z investors. They see real estate as a tangible asset class that provides diversification and potential for long-term growth. Real estate crowdfunding platforms offer access to real estate investments with lower barriers to entry, appealing to Gen Z’s interest in alternative investment opportunities.


Many Gen Z investors are taking a hands-on approach to investing by purchasing individual stocks and Exchange-Traded Funds (ETFs) through online platforms. They are interested in researching and selecting companies that align with their interests, values, and growth potential. Gen Z investors value transparency, accessibility, and the ability to build a diverse investment portfolio through individual stock picks and low-cost ETFs.

Overall, Generation Z investors are demonstrating a keen interest in tech stocks, sustainable investments, cryptocurrency, real estate, individual stocks, and ETFs. They are leveraging digital platforms, online resources, and investment education to make informed decisions and build diversified portfolios that reflect their values, interests, and long-term financial goals.

As the investment landscape continues to evolve, Gen Z investors are likely to play a significant role in shaping the future of finance with their innovative and socially conscious investment strategies.

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Steve Wambugu is a journalist based in Nairobi.
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