EXPLORATION OF THE ROLE OF GENERATION Z IN REDUCING INEQUALITIES AND ENSURING THE SUSTAINABILITY OF FAMILY-OWNED SMES THROUGH CSR: THE CASE OF BENIN AND CAMEROON

Abstract

In an African context marked by challenges of governance, succession, and inequality, family-owned SMEs in Benin and Cameroon play a central role in economic and social development. This article explores how Generation Z, with its digital skills and strong societal values, contributes to reducing inequalities and ensuring the sustainability of these businesses through the integration of CSR practices. Based on a qualitative analysis conducted with managers and heirs, the results reveal that this generation favors the modernization of processes, social inclusion, and organizational transparency. Despite obstacles related to intergenerational tensions, resistance to change, and structural constraints, Generation Z is emerging as a strategic lever for transformation. The article thus offers concrete recommendations to strengthen the involvement of this generation in the governance of family-owned SMEs, with a view to a sustainable and inclusive transition.