iQOO, a sub-brand of the vivo group, has released ‘The Quest’, a film directed by Shoojit Sircar and featuring Bhuvan Bam. The film aims to inspire Gen Z and Millennials to challenge societal norms and follow their personal passions, emphasising that true fulfilment comes from pursuing one’s unique path.
In conjunction with the film, iQOO has also introduced ‘The Quest Report,’ an analysis based on feedback from 6,700 young adults aged 20-24 across seven countries, including India, the UK, and the USA. The report offers insights into the career aspirations, motivations, and challenges faced by this demographic.
“Our research shows that smartphones have evolved beyond mere communication tools to become essential enablers of personal quests for the younger generation. The ‘Quest Index’ allows us to measure how effectively our technology supports their ambitions, whether in content creation, eSports, or other passions,” Nipun Marya, CEO, iQOO, told BrandWagon Online.
According to the report, a notable trend among Indian Gen Z is their interest in new-age job fields such as content creation, data analysis, AI, and cybersecurity. Approximately 25% of Indian respondents are inclined towards these emerging fields. However, 46% of them cite financial constraints as a significant barrier to pursuing their desired careers.
Gender disparity is also a significant concern, with 80% of Indian respondents identifying it as a major obstacle. Additionally, 43% of Indian respondents and 46% globally are willing to sacrifice work-life balance to achieve career success. Despite this, only 9% of Indian Gen Z are interested in entrepreneurship, preferring job stability over starting their own businesses.
The report highlights that 73% of Indian respondents value a gap year for its potential to aid personal and professional development. There is also a preference for career advancement within established organizations over startups, with 19% of Indian respondents favouring larger companies for their stability.
The alignment between current jobs and personal goals is strong, with 84% of Indian respondents feeling that their jobs align with their goals, compared to 72% globally. Despite financial challenges, over 90% of Indian respondents remain optimistic about achieving their dreams. Additionally, 65% see failure as a learning opportunity, and 60% believe it drives them closer to their goals.
“We developed the Quest Index, which measures growth, clarity, motivation, action, and alignment. Our research revealed that while Indian youth score highest in most parameters, they face significant societal pressure, with 62% reporting this compared to 40% globally. This data underscores the need for societal support to help them achieve their dreams,” he added.
Marya outlined the initiative’s three key components: “First is knowledge, provided through our report. Second is awareness, which we aim to achieve through the film, making the message accessible through compelling stories. Lastly, we plan to take action based on the findings, although the specifics are still being developed.”