India’s premier culture collective, Kommune, has launched its first culture report, “Consumed: A Deep Dive Into Consumer Culture In India,” in partnership with its insights vertical, Stumble. This comprehensive study explores the complexities of both online and offline consumer behaviours across the nation.
The report emphasises culture as a dynamic and evolving entity, empowering brands, students, and organisations to navigate the shifting cultural landscape. In a time when culture often feels limited by algorithms and financial pressures, “Consumed” provides essential insights for adaptation in a rapidly changing media environment.
Key Findings from the Report:
- Default Mode: Online – Highlights the omnipresence of online engagement, urging creators and brands to build authentic connections with consumers.
- India + Bharat – Stresses the need for hyperlocal strategies that resonate with India’s rich and diverse regional identities.
- Compulsive Convenience vs. Conscious Consumption – Explores the tension between instant gratification and the rise of mindful purchasing behaviours.
- Worlds of One – Reflects on how individuals curate personal experiences while searching for community in a fragmented social landscape.
- Humans Rewired – Investigates the impact of technology on human interactions and societal structures, raising critical questions about our digital future.
The report also examines the emergence of Neo-Creators, blurring the lines between content creators and consumers, and fostering parasocial relationships. As digital streaming rises, consumers are increasingly seeking curated content while grappling with FOMO.
Moreover, the report notes a growing desire among individuals to unplug and seek real-life connections, leading to the formation of phygital communities like Cubbon Reads and Nike Run Club.
The findings also highlight significant societal challenges, such as the widening digital divide in India, the increasing reliance on credit, and the evolution of friendships influenced by social media.
Overall, “Consumed” offers a roadmap for brands and marketers to better understand and engage with the evolving needs and desires of Indian audiences, preparing them for a rapidly changing consumer landscape.
Consumed” provides actionable insights for brands and creators, backed by relevant case studies. Insights were collected from over 100 experts across 17 sectors, including media, music, cinema, literature, and entrepreneurship, featuring notable voices such as Tanmay Bhat, Viraj Seth, and Amit Varma.
