Jammu Tawi: NIQ India, a global leader in consumer intelligence, delves deep into the dynamic world of GenZ with the launch of its latest study – Decoding GenZ and New India. These findings 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, emphasizing 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, Managing Director for Consumer Marketing Insights at NIQ in India.
GenZ is notably diverse in their interests, prioritizing categories that resonate with their values. The top five include Technology, Food & Beverage, Fashion, OTT, and Finance. Our 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.
