It’s high time brands levelled up their Gen Z playbook. Between the ages of 12 and 30 years, the Gen Z cohort accounts for 27% of India’s population at 377 million, and is expected to account for 43% of the country’s total consumption in CY25, says a Deloitte-FICCI report. This means that consumers under 30 years of age — the first generation never to know the world without the internet — will drive a total of $250 billion in spending.
According to Jeel Gandhi, CEO of Under25, a youth-led media and community platform, there are two critical engagement drivers that brands must focus on – experience and identity. Brands must either align with Gen Z’s ever-evolving identity, or deliver memorable experiences. She cites Nike as an example. “The brand is not just selling shoes, but is facilitating an entry for consumers into running communities. So, when women join the Nike Women community, they invest in identity and belonging. Such a community-first approach goes beyond a transaction, building stronger relationships over time,” explains Gandhi.
Many others are struggling. While 45% of businesses acknowledge Gen Z’s influence, only 15% have actively adapted their marketing strategies to engage this group, says a 2024 study by BCG and Snap Inc.
So what does the Zoomer generation, as they are also known, really want? Here’s the non-negotiable: authenticity. So performative campaigns or excessive focus on sales-driven ROI will cut no ice with them. “Brands will now need to engage with ‘what can we do for you?’ rather than ‘here’s a solution and buy now to get a deal’,” says Arjun Sen, CEO of ZenMango. They respond to brands that invest in their communities, keep their offerings affordable and don’t brandish ‘snob’ appeal.
Gandhi explains how Under25 collaborated with financial services firm Zerodha through its flagship youth festival ‘Summit at Campus’ to reach 225 campuses to engage with a younger demographic early, and reframe investments as a holistic self-growth activity. “The important lesson here is engaging with Gen Z within the ecosystems that they live in. They are not merely at the consumption end, but can also become active brand advocates if the connection with the advertiser is genuine and participatory,” she stresses. Under25 is also partnering with other brands such as OPPO and Philips to reach Zoomer audiences.
Catching ’em young
Since these consumers are digitally savvy, they’re also well-informed. Brands then have the challenge of earning not just their attention but also their trust. Manmeet Ahluwalia, CMO, EaseMyTrip, says this generation responds well to lived experiences, social proof and real value. With Gen Z today accounting for 20-30% of India’s online travel demand, the platform has been adapting by building products that are fast, transparent and experience-led.
“Gen Z wants flexibility, affordability and a sense of purpose in their trips, while older travellers look for convenience, familiarity and deeper relaxation,” says Ahluwalia, adding that they form a healthy, double-digit share of the platform’s active consumer base.
It’s not just brands but also social media platforms. While Instagram and YouTube remain dominant across age group, nearly 90% of Snapchat’s 250 million Indian users fall in the 13 to 34 year age bracket.
“This is the most misunderstood generation currently,” explains Ankit Goyle, head of marketing, India, Snap Inc. “For example, most brands presume that this is a generation that loves partying all night but we’ve seen that this is a generation that in fact likes to run in the morning. They’re more fitness conscious, contrary to popular belief.”
The platform’s India strategy stands on two key pillars – a concentrated Gen Z base and augmented reality (AR) capabilities. The platform is connecting digital-first brands and traditional advertisers with AR developers to create meaningful experiences on the platform.
Know your customer
· There are 377 Gen Z Indians, roughly 27% of India’s population
· Aged between 12 and 30 years, this generation is expected to account for $250 billion in spending in CY 25
· Gen Z is already a major growth driver for categories like fashion, travel, entertainment and footwear
· While 45% of businesses acknowledge Gen Z’s influence, only 15% have actively adapted their marketing strategies to engage this group
(Source: Industry reports, estimates)
