Ruto can't govern a generation that he refuses to understand

Youths light candles in honour of victims of the Gen Z protests, in Nakuru, on June 25, 2025. [Caroline Chebet, Standard]

President William Ruto must speak Gen Z’s language if he wants to rule peacefully and legitimately in their time. The nationwide Gen Z-led protests we saw ON Wednesday should serve as a wake-up call for Dr Ruto and his administration.

The demonstrations, organised to commemorate the tragic events of June 25, 2024, when scores of young protesters were killed during the anti–Finance Bill demos, are not isolated acts of dissent.

The demos represent the birth of a generational movement that the government cannot afford to ignore, suppress, or underestimate. So, instead of the government deploying military tactics to quell these commemorations, they must recognise that Gen Z are an awakening generation.

Note that Gen Z is not simply protesting against the Ruto regime; they are rejecting a system that they believe has failed to listen to them.

Unless the government urgently rethinks its approach, these annual protests, set to continue in 2026 and culminate ahead of the 2027 elections, will only grow more organised, more defiant, and more politically charged.

Additionally, these commemorations provide a fertile ground for any political player seeking to weaken Ruto in his bid for a second term. If the government continues to respond with force, it will only deepen the legitimacy of these annual protests and amplify opposition narratives.

To survive politically, Ruto and his generation must not only acknowledge this generational shift but actively engage with it. They must listen, learn, and adapt. This generation’s defiance is not simply a youthful phase, it's ideological.

Gen Z is not rebelling against Ruto per se but against the entrenched systems of power that continue to marginalise their voices. Their audacity, even in crafting their obituaries, is a statement of identity and a demand for relevance in a world that often dismisses them.

That is why they are bold, unrelenting, and deeply aware of the power of the collective voice, amplified through digital platforms and expressed through unorthodox but intentional activism.

Also, since they are raised in an era of endless promises but limited opportunities, Gen Z is navigating a world of economic hardship, social disillusionment, and political exclusion.

The young generation also wants influence, not just recognition. As Kailash Satyarth, an Indian social reformer, says, “The power of the youth is the common wealth for the entire world.” That explains why Kenyan youths are craving accountability; a governance model that speaks to their priorities, understands their values, and includes them not just on paper, but in power.

But is the current administration seeing that their needs cannot be met by repackaging old structures with younger faces?

Moreover, their fight is not just about constitutional liberties, but about the daily right to self-expression, to dissent, and to be different. Their aesthetic, language, and mode of organising may appear disruptive, but it is a genuine attempt to redefine civic participation. They are not interested in the past structures, such as civil society and opposition politics.

And most importantly, Gen Z is claiming its stake in governance. Just as past generations pushed their way into the corridors of power, today’s youth are asserting their presence with urgency and intensity.

For instance, the young Turks of the 1990s did not claim their space in governance politely. Likewise, Gen Z are demanding inclusion, and if ignored, they will seize their opportunity to shape Kenya’s future. So, can the government realise that more energy is being used resisting change than accepting it?

The issue is straightforward: The Ruto administration's miscalculation could be to approach this generational movement as a policing problem rather than a political moment. Baton-wielding officers and tear gas will not stifle the longing that the young generation of citizens has for dignity and agency.

The survival of Ruto’s presidency, and indeed the long-term legitimacy of his political establishment, hinges on a simple truth: You cannot govern a generation you refuse to understand and include in your plan for the nation.

Dr Ndonye is the Dean of Kabarak University’s School of Music and Media