How Indian Gen Z's self-reliance and confidence help marketers

Hope and Fear are great motivators for all generations, but for India's Gen Z, the social reward and gratification of ‘trying’ ‘taking steps’ offsets the fear of failure, and The Womb Communications' Manisha Sain says that this keeps them in the loop of chasing new things and experiences.

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

George Orwell once said, “Each generation imagines itself to be more intelligent than the one that went before it, and wiser than the one that comes after it.”

While this may be the most natural human tendency, it often becomes the enemy of us truly understanding the other, holding us back from getting to a point of coaching ourselves in the inner worlds of the other.

Originally labelled as the iGen by Pew Research Centre – the people responsible for watching big demographic...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands