By: Shweta Khosla Students are out on the streets fighting for their idea of India because they care about righting perceived wrongs. “I know someone who took a year off to watch content.” It’s a planner’s job to have insight into people and be non-judgmental about it but this statement from a Gen Z (those born between 1996 and 2010) research respondent, catapulted me straight into ‘Punjabi aunty’ mode. But my swelling generational superiority complex was punctured by their next statement. While Greta Thunberg was storming the UN, Gen Z respondents were explaining to us how they weren’t accepting the messy social and economic structures created for them. Here, then, is a snapshot of who they are, for brand owners to pick their own sliver of relevance: On work: It’s not news that Gen Z is apathetic towards the capitalist mindset. It isn’t just about the environment and the demand for sustainable business; they don’t believe in being corporate slaves at all. Consequently, they will always be in learning mode; jobs will be the new universities, and the CV sections will be lines in the sand. It’s true even when it comes to essentials like ‘friendships’ — who wants to go through the same old drama of their regular friends when new company can reveal a new outlook? So, for members of the advertising and marketing community who have mastered the art of painting quality worlds that lure consumers, it’s time to reset. (The author is Executive Planning Director, Wunderman Thompson) Download Subscribe Start Your Daily Mornings with Times of India Newspaper!
You May Also Like