Warc Blog

India's youth in millennial paradox

10 July 2014
DELHI: India's millennial generation displays contradictory behaviour, being intent on sharing everything at the same time as taking a determinedly individual approach to many aspects of their lives, new research has said

This 'millennial paradox' was highlighted in the latest quarterly report from Titan Company's Paradox Panel, a think tank convened to research, debate and develop insights into India's 21-35 year-olds.

The attitude was perfectly illustrated in millennials' approach to travel, according to S. Ravi Kant, evp/corporate communications, Titan Company. "They religiously crowdsource insights and opinions before deciding on a journey or destination," he said, "but what they are ultimately seeking is an experience that's completely individual and unique."

The Panel cited a range of research sources including one that showed 78% of millennials would prefer to learn something new when travelling, while 70% expected special places to offer a hands-on experience. As Kant observed, this reflected "a shift from travelling to witness or experience to travelling to participate".

But a desire to travel was not purely for the joy of seeing different cultures and joining in local experiences – over 90% strongly agreed that "being well travelled is a competitive advantage in the workplace", bringing an appreciation of diversity and helping to build confidence.

And millennials have high expectations of work: most regard a job as something that should help them pursue their passion (83%). Further, 37% anticipate being in a management position within one year of graduating, while 25% see themselves in senior management positions or running their own business within two years. Most (70%) see themselves working independently as entrepreneurs 'at some point' in their lives.

Beyond their personal goals, there was a widespread belief among millennials that business could have a positive effect on a range of societal issues, such as resource scarcity (56%), climate change (55%) and income inequality (49% ).

"India's millennials are applying the same values and logic to work as to their lives outside the office," Kant concluded.

Data sourced from Titan Company; added content by Warc staff

 
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