According to the EY analysis of World Bank Population Projections and Estimates data for 2020, Generation Z, born between 1995-2015, will lead the next decade with their maturity.
Gen-Z, 1.8 billion people, make up for a quarter of the global population and is the largest generational cohort in history. In India, it accounts for 27 percent of our total population, 375 million, while millennials stand at 24 percent.
‘College Canteen But Luxe’
Nimish Shah, creative director of homegrown fashion and lifestyle brand Bhaane, has dubbed Gen-Z as ‘college canteen but luxe.’
He further says that there is an acute sense of confidence and responsibility in Gen-Z compared with millennials, which makes them a different kind of smart and is actually a great trait, so to speak. They want relatability, familiarity rather than formal aspirations, unlike millennials.
Local brands, sustainable labels, and ethical practices hold value for this generation and anything that’s unique and has a tint of familiarity with their principles or values.
The Isobar-Ipsos survey on the Indian gen-Z by Business Insider also hints towards the same direction. The survey reveals that ‘78 percent will personalise to look good, and 79 percent will make their own fashion statement to stand out.’
Gen-Z is more sensible and practical compared to their predecessors. Their decision is not just based on a single point of view but on the differentiating factors. The reason behind ‘Sustainability’ being the buzzword in 2020 is an example of the same.
Gen Z Is Not Passive
As a generation that feeds off the Internet, a majority of their lives play out online. As a result, this generation is constantly chasing the visually appealing, the photogenic. Indian Gen-Z are significantly influenced by what they see and read.
Gen-Z pays more attention to the stories that are telling of a brand’s values and mindset. They are enquiring about ethical practices and demands for accountability.
They also want to engage in meaningful ways. They are not passive. Instead, there lies a sense of purpose to their purchases and consumption pattern.
While history and craftsmanship are still important when purchasing products, this generation also craves a personal connection to the products.
While the world is drunk on cheap and fast fashion to satisfy their convenience without any care for the cost paid by the artisan, unethical labour practices, Gen-Z wants the brands to be transparent, trustworthy, and authentic to their values.
A Generation Armed With Maturity In Choice
Gen-Z is more conscious of their thoughts and doesn’t hoard. They are the minimalists. Yoga, clean eating, meditation aren’t fads but already a part of their everyday life.
They think about the environment and are already working on damage control. They are in the process of whetting brands and products for themselves to contribute to their values.
They actively seek second-hand stores and are mindful of local brands. “It’s not a quarter-life crisis, followed by a mad run to fix things. It’s already their way of life,” said Shah.
The Isobar-Ipsos survey has also found that ‘69 percent claim to like brands that collaborate with local artisans and 68 percent want to be associated with brands supporting social causes.’
Gen Zs are the children of woke millennials, who have already learned to partake in important conversations from an early age, resulting in the current way of life and habits that are very much aligned to their principles and values.
Image credits: Unsplash
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