Gen Z in Urban India Leans Towards Self-Growth, Study Finds

A recent study by NIQ India, a recognized name in consumer intelligence, unveils that 25% of Gen Z consumers in urban India are investing in personal development, highlighting a shift towards self-growth and learning. This study, titled “Decoding GenZ and New India,” aims to provide insights into the preferences and values of Gen Z in the context of contemporary India.

Key Highlights:

• Self-Care and Growth: Gen Z places a high value on self-care and personal development, contributing to a rise in investments in individual experiences.
• Quality Connections: This demographic seeks meaningful relationships, emphasizing depth over breadth in social interactions.
• Authentic Self-Expression: There’s a strong focus on embracing and celebrating one’s identity, with a keen emphasis on diversity and individuality.
• Value-Driven Consumption: Gen Z prefers brands and products that reflect their personal values and aspirations, such as inclusivity, sustainability, and flexibility.
• Technological Engagement: There is a significant interest in technology, alongside sectors like food & beverage, fashion, OTT, and finance, with a call for more innovative and community-focused formats.

The NIQ India report further discusses how Gen Z is playing a pivotal role in societal evolution, challenging existing norms, and shaping a new collective identity that transcends traditional views. Prashant Kolleri, Managing Director for Consumer Marketing Insights at NIQ in India, stated, “GenZ’s strong affinity for brands that align with their values underscores the need for marketers to adapt their strategies to meet these expectations.”

Strategies for Engaging Gen Z: Marketers aiming to connect with this demographic are advised to focus on inclusivity, authenticity, privacy, personalized experiences, and responsibility. These strategies should integrate Gen Z’s core values of social responsibility and environmental sustainability into brand narratives.

For businesses looking to understand and engage with this influential consumer segment, the full report offers in-depth analysis and recommendations on navigating the evolving landscape.

In a world where Gen Z’s influence continues to grow, understanding their priorities and values becomes crucial for brands looking to connect with this dynamic and values-driven generation. The NIQ study not only highlights Gen Z’s distinct characteristics but also provides actionable insights for marketers looking to tailor their strategies to meet the unique needs and preferences of this influential group.