Across social media platforms, a growing debate is emerging: are some Gen Z individuals prioritising money and fame at the expense of integrity and respect?
Researchers and sociologists say the trend is closely tied to economic pressure, digital culture, and changing definitions of success.
A Generation Under Financial Strain
Gen Z is coming of age in a period marked by high unemployment, rising living costs, and limited job security.
According to the World Economic Forum (2023), more than 40 per cent of Gen Z globally report feeling financially insecure, even when employed.
In Kenya, youth unemployment remains above 13 per cent, with underemployment affecting millions more, according to the Kenya National Bureau of Statistics (KNBS).
For many, quick income and visibility feel less like greed and more like survival.
“When stability feels unreachable, shortcuts start to look reasonable,” notes a WEF youth labour report.
Social Media’s Reward System
Platforms such as TikTok, Instagram, and YouTube reward visibility — not values.
Content that is controversial, shocking, or exaggerated often performs better than content built on ethics or long-term credibility. According to the Pew Research Centre, Gen Z spends more time online than any previous generation, with social approval increasingly measured in views, likes, and brand deals.
This has reshaped ambition.
- Fame is seen as currency.
- Virality equals opportunity
- Attention often outweighs accountability.
Shifting Ideas of Success
Traditional markers of respect — honesty, community standing, patience — are losing ground to wealth and influence.
A Deloitte Global Gen Z Survey (2024) found that financial success ranked higher than “making a positive impact” among respondents facing economic hardship.
Sociologists argue this does not mean Gen Z lacks morals. Instead, integrity is being negotiated in a system that appears to reward the opposite.
“Values don’t disappear; they get deprioritised under pressure,” says youth culture researcher Dr Faith Mwangi.
The Long-Term Risk
Experts warn that normalising unethical shortcuts could have lasting consequences:
- Loss of public trust
- Fragile careers built on hype
- Mental health strain linked to performative success
As institutions struggle to offer stability, the responsibility often shifts unfairly to young people navigating an unforgiving economy.
BY Gabriel sironka
