Mental health is a top priority for Generation Z, a report by Publicis Groupe India revealed. It further revealed that Gen Z also focuses on stress reduction, quality sleep and building meaningful relationships. From what is understood, the research employed a multi-dimensional methodology, combining in-depth interviews, focus groups, influencer interviews, and quantitative surveys.
“Gen Z now represents 25% of the country’s population and is poised to play a significant role in shaping major decisions shortly. Born in a multiscreen era, they exhibit a limited attention span and a distracted mindset, making them one of the most elusive audiences to engage with. However, there’s a clear gap in understanding their unique needs and preferences, which is why we decided to delve deeper into this space with our report,” Anupriya Acharya, CEO, Publicis Groupe, South Asia, said.
According to the company, the report includes qualitative insights from over 3,000 respondents aged 18 to 26 across different regions of India. It explores Generation Z’s distinctive traits and behaviours, focusing on their values and preferences in media, finance, health, fashion, food, and beverages, the company added.
“Engaging Gen Z means embracing authenticity, purpose, and a strong digital presence. This generation values genuine interactions, transparency, and experiences that reflect their principles. To connect with them, brands must go beyond innovation, tapping into their desire for social impact, inclusivity, and meaningful connections,” Kedar Teny, chief product officer, Publicis Media, commented.
Furthermore, the report also revealed that Gen Z is focused on collecting experiences, exploring purpose, and valuing authenticity. In media consumption, they seek genuine content rather than superficial material. In finance, they prefer quick returns and spending on experiences instead of long-term savings. Fashion choices are influenced by sustainability and inclusivity, while food preferences lean toward natural ingredients and minimal processing. Beverage choices reflect their values of health and sustainability.