Why luxury is not reverential to the Indian Gen Z

Gen Z is entering the workforce and gaining financial independence, and as their purchasing power increases, McCann’s Jitender Dabas, Ankit Vohra and Omanshi Sabharwal look at how their spending will change the way marketers position and target them, especially for premium and luxury items.

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

If there is one generation that attracts the curiosity and judgement of marketers like no other, it is Gen Z!

There are gigabytes on the internet about them – their psychology, their media behaviour, their brand preferences. But how well do we know them?

We are told that they crave unique and innovative expressions of themselves. Yet, they end up getting inspired by the same trends, making the “different” the norm. For example, Jordans and iPhones. We read that they are an inclusive generation, yet...

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