Students and women are finding a stronger voice in the political narrative of the country, taking centre stage at some of the biggest protests that India has seen in recent years. In turn, brands are trying to address inclusivity, sustainability, and gender equality in their messaging.
Media consumption soared during the pandemic – and it wasn’t just driven by Indians in major cities. With limited access to shopping and entertainment opportunities, many people in smaller cities and rural areas embraced digital platforms for work, play, and everyday life.
Though Indian Gen Yers are finally coming into their own financially speaking, they’re proceeding with caution in the wake of COVID-19. And with research finding that 17% of Yers and Zers have lost their jobs due to the pandemic, their collective spending power may take time to recover.
Young people in India are grappling with traditional relationship norms. A majority of matches are still made by families, leaving little space for inter-faith and inter-caste partnerships. Yet at the same time, more and more youths are looking for love on dating apps.