Indians today

While the media is populated with articles that cover every inch of the year, as brand practitioners it is our responsibility to look at Indians and identify some trends that define us better than ever before. After going through many studies that capture trends in India, I have tried to capture 5 relevant Pan Indian Values that define us as a tribe.

 

1)Nothing can stop us!

 

This is a confident generation that wants it all, and knows how to get it too
We are brash and spoilt for choices; we have no regard for the institution of institutions. This attitude permeates work, recreation and pretty much all aspects of life.

 

2)Always Ask Why?

 

Being a generation with a clear plan, youngsters today seek complete clarity and transparency in all aspects of work. It is important for them to assess the role of everything they do in the context of their larger career and life plans. They will not be martyrs at work and never afraid to ask ‘Why?’

 

3)I Am the Master of My Destiny

 

There is a growing need to constantly look over their shoulders and evaluate themselves and shape their future. They feel that they have the power to shape their destiny. There is a total absence of fatalism which was dominant in the previous generation.

 

4)Never Satisfied

 

This is a generation in a hurry, current economic environment enables them to earn earlier & more than ever before. Upgradation is the new mantra sweeping across urban India today. Nowhere is this as glaringly evident as in the market for mobile phones.