How hope and fear drive Gen Z in India

Hope and fear are both strong motivators for India’s Gen Z and they never stop trying because they don’t want to fail – an attitude that keeps them chasing new things and experiences.

Why Gen Z matters

India’s Gen Z is the internet generation that came of age at a time of affordable smartphones and internet connectivity. They are trigger-happy spenders and their ability to be self-reliant problem solvers should prove to be a marketing boon.

Takeaways

• Rather than promote feelings of FOMO or envy, marketers can tap into the Indian Gen Z ability to be self-reliant and trigger positive outcomes like confidence and happiness.
• Each time the Indian Gen Z figure something out on their own, they form an experience-dependent habit of small wins.
• The ability to go from a state of ambiguity to clarity as a result of their own efforts makes Gen Z problem solvers and the future giants to learn from.