Hi, I’m Ananya. I’m 22 and I’m from Gen Z. 

I’ve grown up with the Internet, juggling WhatsApp groups, binge-watching Netflix, and doom-scrolling Instagram, all while attending Zoom classes. 

Do you know in India 1 in 4 Indians are from my generation, and we drive about 43% of total household consumption? (1) That’s HUGE, isn’t it?

But, brands are having a hard time figuring out us — they try to sell us a lifestyle, a belief, a community. But, trust me, we’re smart enough to know when they’re faking it.

So, brands, if you want to woo us, here’s what they need to understand:

We Buy Stories, Not Just Stuff - For us, a brand isn't just about what it sells—it's about what it stands for. We care about climate change and ethical consumption. If a brand aligns with our values, we’re all in. Ever heard of GoodDot? It’s an Indian plant-based meat brand (2) that isn’t just about food; it’s about reducing animal cruelty and promoting sustainability. The fact that company is crystal clear about its mission makes us trust it more.

Experiences > Ownership - We don’t just want to buy things; we want to experience them. That’s why brands that offer interactive, memorable moments win BIG. Nykaa knows we l-o-v-e beauty, but we also love engagement. That’s why their pop-up stores (3) offer makeup tutorials, influencer meet-ups, and product trials—turning shopping into an experience.

Digital-First, But Keep It Real - We live online. So what?! That doesn’t mean we don’t crave real-world experiences too like my parent's generation. Zomato isn’t just a food delivery app—it’s an experience. Gamified rewards, playful quirks, and mammoth food festivals like Zomaland (4) keep us hooked both online and offline.

Greenwashing? NO!!! - Being fake eco-friendly doesn’t fool us. Give us some real action please! Bands that actively reduce waste, cut carbon footprints, and promote sustainable practices. Starbucks India is introducing Green Stores (5) with renewable energy and waste reduction. That’s the kind of effort that makes us stick around.

We Adore Tech-Forward Brands - AR, VR, AI, IoT, blockchain—rocks! We’re wide-eyed if a brand uses newest tech to enhance our experience. Tanishq lets us try on jewelry virtually (6). No visit to the store, no listening to pesky salespeople. Life’s perfect.

Welcome Social Commerce - Scrolling Instagram at 2 AM? Not insomnia. We’re probably shopping. Buying directly through social media is effortless, and we love a good deal. Meesho lets micro-entrepreneurs (including many of us) sell products via WhatsApp and Instagram (7), turning casual scrolling into a side business.

B Inclusive - A brand is ‘last century’ if it isn’t inclusive. We want to see REAL people—different sizes, colours, and genders—in advertising. Myntra celebrated Pride Month with gender-neutral fashion and LGBTQIA+ models (8). This isn’t just marketing; it’s representation of truth.

So brands, get this very clear.

Are you evolving with us, or lagging behind?

The clock is ticking...

Reference

1. https://www.fortuneindia.com/macro/gen-z-population-accounts-for-7228-lakh-cr-in-consumer-expenditure-bcg-snap-report/118819?utm_source=chatgpt.com#google_vignette

2. https://gooddot.in/

3. https://in.fashionnetwork.com/news/Nykaa-fashion-to-hold-pop-up-at-the-vintage-garden,1055631.html

4. https://www.indiantelevision.com/iworld/enews/all-roads-led-to-zomaland-this-season-with-a-whopping-footfall-of-over-120%2C000-attendees-240406

5. https://about.starbucks.com/press/2024/starbucks-announces-6000-greener-stores-worldwide/?utm_source=chatgpt.com

6. https://youtu.be/yNRIDv1bwWE

7. https://retail.economictimes.indiatimes.com/news/e-commerce/e-tailing/decoding-internet-commerce-startup-meeshos-business-model/94351405?utm_source=chatgpt.com

8. https://blog.myntra.com/taking-pride-in-our-diverse-and-inclusive-workplace/