How Indian Gen Z desires individual expression in a collectivist society

Compared with previous generations, Gen Z have different values and motivations and they do not define themselves through only one stereotype, so marketers attempting to reach this younger audience will have to do many things differently, says Kantar’s Sandeep Dutta.

This article is part of a Spotlight series on India's Gen Z. Read more

Not an hour goes without Ayan, a 23-year-old Delhi lad, updating his WhatsApp status or posting a story on Instagram to keep the world informed about his oh-so-eventful life that could include his enjoying a café latte at Starbucks, pumping iron in the gym, or simply chilling out with his friends at the college canteen. Anybody who has been following him on social media even for 24 hours will know almost everything there is to know about Ayan, including his love for solo travel, sushi...

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