GenZ212 movement urges nationwide boycott of Akhannouch’s companies amid growing discontent

Friday 10 October 2025 - 09:20

By: Dakir Madiha

GenZ212 movement urges nationwide boycott of Akhannouch’s companies amid growing discontent

The GenZ212 protest movement has intensified its calls for Prime Minister Aziz Akhannouch to step down, urging Moroccans to boycott all companies linked to the billionaire businessman. The campaign, circulating widely across social media, seeks to apply economic pressure on one of Morocco’s most powerful figures while demanding systemic reforms in governance, healthcare, and education.

The boycott targets a range of enterprises tied to Akhannouch, including Afriquia Gaz, Akwa Group, Aujourd’hui Le Maroc, Fairmont Hotel, Gap, Mini Bahim, and Zara. As Morocco’s wealthiest political figure, Akhannouch’s vast business portfolio spans multiple key sectors such as energy, media, tourism, and real estate.

Critics accuse the head of government of prioritizing his private interests over national welfare. Many within the protest movement claim that the growing concentration of wealth and influence in his hands reflects a broader failure of governance and accountability.

According to 2025 financial reports, Akhannouch’s fortune is estimated at $1.6 billion, securing his position among Africa’s wealthiest individuals. For GenZ212 activists, this level of affluence symbolizes deep-rooted inequality in Moroccan society, one they say must be confronted through peaceful, economic resistance.

The boycott is part of a wider protest wave calling for tangible social reforms. Demonstrators argue that the state’s heavy investment in sports infrastructure, including preparations for the 2025 Africa Cup of Nations and the 2030 FIFA World Cup, contrasts sharply with the underfunding of vital public sectors. Many view these priorities as emblematic of misplaced national spending at a time of economic strain.

Protestors have framed the boycott as a civic duty rather than a political act, emphasizing that withdrawing financial support from Akhannouch’s companies represents a peaceful yet potent form of dissent. The GenZ212 movement, largely driven by young Moroccans, continues to grow online, using hashtags and coordinated digital campaigns to amplify its message nationwide.

This latest wave of discontent echoes the 2018 boycott that targeted companies owned by Akhannouch and other major distributors of essential goods such as water, milk, and fuel. That earlier movement had significant economic repercussions and forced the government to confront widespread frustration with corporate dominance and rising living costs.

Amid this renewed unrest, attention now turns to His Majesty King Mohammed VI, who is expected to address Parliament in an upcoming speech. Protestors hope his message will acknowledge public anger and signal potential steps toward reform.

For many young Moroccans, however, the GenZ212 campaign is more than a political statement, it is a collective call for accountability, fairness, and a redefinition of priorities in a nation striving for balance between prosperity and equity.