Mumbai: 1 in 4 GenZ consumers in urban India invests in self-growth, NIQ India, which works in the area of consumer intelligence, delves into the dynamic world of GenZ with the launch of its latest study – Decoding GenZ and New India. These findings aim to shed light on the evolving values, expectations, and brand preferences of GenZ consumers in the context of modern India.
The study explores how GenZ individuals are driving societal change, redefining norms, and challenging conventional attitudes. With a renewed sense of collective identity, GenZ perceives India beyond sentimental value, emphasising Diversity, Inclusivity, Agility, and Rootedness as core values.
“From breaking traditional norms to embracing inclusivity and sustainability, GenZ demonstrates a strong affinity for brands that align with their personal values, aspirations, and goals. Therefore, brands and marketers must understand the core values driving this generation and adapt their strategies accordingly.” – Prashant Kolleri, MD Consumer Marketing Insights at NIQ in India.
GenZ is notably diverse in their interests, prioritising categories that resonate with their values. The top five include Technology, Food and Beverage, Fashion, OTT, and Finance. The latest NIQ GenZ Report reveals some prominent themes across categories. In Food and Beverages, there is a desire for dynamism. 81% are willing to try flavours and brands which challenge their taste buds. Whereas in OTT, there is a demand for celebrating India and innovative formats for connecting to their community. 86% want OTT platforms to encourage community engagement and viewing.
Key Traits and Values Shaping GenZ Consumption:
Self-Flourish Mentality: GenZ prioritises self-care and individual growth, leading to increased investment in solo experiences and personal development.
Meaningful Connections: While valuing personal privacy, GenZ seeks meaningful connections with a select circle, emphasising quality over quantity in relationships.
Focus on Self-Growth: Striving for both personal and professional growth, GenZ invests in learning and self-discovery to broaden their horizons.
Celebration of Identity: GenZ celebrates their authentic selves and takes pride in their Indian identity, embracing diversity and individuality.
Fluidity and Flexibility: Rejecting societal norms, GenZ embraces fluidity and challenges the status quo, advocating for personalised experiences and products.
Purpose and Responsibility: Themes of environmental sustainability, personal well-being, and community upliftment resonate strongly with GenZ.
When devising strategies, marketers should authentically integrate Responsibility and Purpose into their narratives presented in a trendy, consumable format. To navigate the GenZ consumer landscape effectively, brands and marketers are advised five focus areas:
- Promote Inclusivity: Cater to diverse identities and preferences by offering gender-neutral products and promoting body positivity.
- Encourage Authenticity: Focus on enhancing existing qualities rather than promising unrealistic transformations, fostering trust and loyalty.
- Prioritise Privacy and Security: Address concerns around data privacy and security, especially in technology-related offerings.
- Personalize Experiences: Leverage technology to offer personalized solutions and entertainment experiences, fostering a sense of novelty and engagement.
- Embrace Responsibility: Incorporate purpose-driven narratives and initiatives that resonate with GenZ’s values of social responsibility and environmental sustainability.
