Age is just a number – how brands can connect with Gen Z
Shalini Singh, SVP Research, Insights Square
Jan 29, 2025
India is home to one of the youngest populations in the world, with over 50% of its population under the age of 25. Among them, Generation Z, born between the late 1990s and early 2010s, has emerged as a powerful consumer group. Characterized by their digital nativity, social consciousness, and demand for authenticity, Gen Z is not just consuming products—they are influencing how brands craft their strategies. Understanding this demographic is not just an option for brands; it is a necessity.
Who is Gen Z?
Gen Z is the first generation to grow up with the internet and smartphones. This cohort is hyper-connected, with social media platforms like Instagram, Snapchat, and YouTube is integral to their lives. They value individuality, transparency, and inclusivity in brand strategies. Unlike millennials, who witnessed the transition to a digital-first world, Gen Z has never known a life without it. This difference profoundly shapes their expectations and interactions with brands.
Impact on Gen Z consumer behavior trends
The digital savviness drives the Gen Z online shopping trends and preference for and digital experiences. According to a recent survey by Market Xcel, 69% of Gen Z consumers in India shop online at least once a month, with a significant portion preferring mobile-first platforms. Brands like Nykaa, Flipkart, and Amazon have tailored their user interfaces to be more engaging, intuitive, and mobile-friendly to cater to this demographic.
This generation craves authenticity. The survey revealed that 82% of Indian Gen Z consumers are more likely to trust a brand that showcases real customers and stories rather than polished advertisements. This has led to a rise in influencer marketing and user-generated content. Brands like Zomato and Swiggy, known for their quirky, relatable social media posts, have successfully tapped into this trend.
Additionally, Gen Z’s are environmentally and socially conscious consumers. Further, the study from 2022 found that 77% of Gen Z in India prefer brands that are environmentally sustainable. They are not just passive observers but active participants in promoting social causes. Brands like The Body Shop, which emphasizes cruelty-free products, and Tata Tea’s “Jaago Re” campaign have resonated deeply with this audience.
For Gen Z, experiences often outweigh material possessions. Events, exclusive launches, and interactive campaigns have become crucial marketing tools. For instance, Spotify India’s outdoor campaign with personalized playlists and YouTube’s FanFest have successfully created memorable experiences for this demographic.
Influence on Marketing Strategies
Gen Z’s expectation of personalization in marketing extends beyond product recommendations. They value tailored interactions based on their preferences and behavior. The survey revealed that 72% of Indian Gen Z consumers are more likely to engage with brands offering personalized communication. Brands like Myntra have leveraged AI to provide customized shopping experiences, from curated recommendations to style guides decoding Indian Gen Z purchasing habits.
Social media is the playground where brands connect with Gen Z. Social Media Platforms for Gen Z like Instagram and TikTok are not just tools for entertainment but also discovery. Gen Z content preferences are more inclined towards short and visually rich content which has fueled the popularity of reels and stories.
Brands like Durex India and Netflix India have mastered the art of engaging this demographic through witty, socially relevant, and interactive content.
Representation matters to Gen Z. They expect brands to reflect diversity and inclusivity, whether in product offerings, advertisements, or corporate values. For instance, Fenty Beauty’s inclusive range of products and campaigns featuring diverse models have set a benchmark. In India, brands like Kama Ayurveda and Sabyasachi are following suit by celebrating Indian heritage while embracing modern narratives.
Gen Z values being part of the process. Collaborative marketing—whether through co-created products or interactive campaigns—is highly effective. For example, Levi’s India’s customization pop-ups and Nike’s campaigns encouraging user-generated content have been well-received.
Insights from Market Surveys
To understand Gen Z’s influence on brands, market surveys play a pivotal role. Recent studies have highlighted that Indian Gen Z spends a significant portion of their disposable income on technology, fashion, and entertainment. While they are price-conscious, they are willing to pay a premium for brands that offer value, innovation, or align with their ethics.
Gen Z relies heavily on influencers for product recommendations. The study also found that 67% of Indian Gen Z consumers have purchased a product based on an influencer’s recommendation. Micro-influencers, with their niche and engaged communities, are particularly effective in reaching this demographic.
Video content dominates Gen Z’s consumption habits. The survey indicated that 78% of Indian Gen Z spends over three hours daily consuming video content on platforms like YouTube, Instagram, and more. This highlights the importance of investing in high-quality, engaging video content.
Gen Z’s brand loyalty is conditional. They are quick to switch brands if their expectations are not met. However, they are also highly loyal to brands that deliver consistent quality, align with their values, and engage them meaningfully.
Case Studies: Brands Winning with Gen Z in India
Zomato’s ability to blend humour, pop culture references, and real-time engagement has made it a favourite among Gen Z. Their campaigns, like the “Zomato Premier League” during cricket season, effectively combine relatability with gamification. The edtech giant BYJU’S has successfully tapped into Gen Z’s thirst for knowledge and self-improvement. Their personalized learning modules and gamified experiences have made education engaging and accessible.
Nike’s campaigns, such as “You Can’t Stop Us” and their focus on athlete stories, resonate with Gen Z’s love for authenticity and inspiration. Their collaborations with Indian influencers and athletes have further strengthened their appeal.
Tanishq, with its "Rivaah" campaign, targeted young brides by blending tradition with modernity, appealing to Gen Z’s desire for contemporary designs with a touch of cultural relevance in branding. Meanwhile, Fastrack’s edgy and bold marketing campaigns focus on independence, gender fluidity, and personal freedom—all themes that resonate strongly with Gen Z.
Another standout example is Paper Boat, which evokes nostalgia through its storytelling while innovating with eco-friendly packaging. This approach resonates with Gen Z’s love for unique stories and sustainability. Lenskart has also catered to Gen Z through campaigns featuring trendy, affordable eyewear with influencers showcasing how glasses are not just functional but a fashion statement.
Adidas India’s "Impossible is Nothing" campaign taps into the motivational ethos of Gen Z, inspiring them to embrace challenges and individuality. Similarly, Red Bull’s focus on extreme sports and its collaborations with young Indian athletes capture Gen Z’s adventurous spirit.
Challenges in Targeting Gen Z
While Gen Z offers immense opportunities, they also pose challenges for marketers. With an average attention span of eight seconds, capturing and retaining Gen Z’s short attention span is no small feat. Moreover, Gen Z is highly skeptical of traditional advertising. The influencer impact on Gen Z is high and the yvalue peer reviews over brand claims. Brands must also walk the talk, as any disconnect between their messaging and actions can lead to public backlash. Finally, Gen Z’s preferences change rapidly, requiring brands to stay agile and innovative.
Recommendations for Brands
To effectively overcome Gen Z marketing challenges and engage Gen Z, brands need to regularly conduct surveys and focus groups to stay updated on their evolving preferences. Investing in sustainability is crucial, as eco-friendly products and practices align with Gen Z’s values. Digital first marketing strategies like storytelling, leveraging technologies like AR, VR, and gamification, can create immersive experiences. Brands should also foster community by creating platforms for Gen Z to connect, share, and co-create. Above all, they must remain agile and continuously innovate to adapt to emerging trends.
The Road Ahead
As India’s youngest consumers, Gen Z is not just a demographic—they are a cultural force. Their values, behaviors, and preferences are reshaping the marketing landscape, compelling brands to rethink their strategies. By prioritizing authenticity, inclusivity, and digital innovation, brands can not only capture Gen Z’s attention but also earn brand loyalty among Gen Z.
In an era where consumer influence is more potent than ever, the question for brands is not whether they should adapt to Gen Z but how quickly they can do so. The brands that succeed will be those that listen, learn, and lead with purpose-driven marketing for Gen Z.
For brands to remain relevant, understanding Gen Z’s preferences, behaviors, and values is no longer optional—it’s essential. At Market Xcel, we specialize in decoding consumer behavior, helping brands craft strategies that resonate with emerging generations like Gen Z. By leveraging actionable insights, right from Gen Z purchasing power in India to Brand storytelling for Gen Z and more, we empower businesses to stay ahead of the curve and build meaningful connections with this modern Indian youth.
To delve deeper into Gen Z and other generations, download out Brand Xcel report 2024.