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Editorial

Special Columns
Arindam Chaudhuri, Editor-in-Chief, 4Ps B&M Chief Consulting Editor's Desk
Rajita Chaudhuri
Rajita Chaudhuri
The Chief Consulting Editor's Desk
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NEW KIDS ON THE BLOCK
LIVING LIFE WITH NO STRINGS ATTACHED
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The new set of consumers is going to be very different from the old set that we as marketers have been used to; and hence reaching out to them is going to be different too. Look around you and you will see a generation that's growing up in households with no landlines as everybody in the family and outside (even the vegetable vendor) has a mobile. This generation is growing up in schools where most projects and assignments are typed, so they don't write much with pen and paper. This generation is growing up in a world where 'instant' is the buzzword – from food, to movies, to shopping –they want it instantly and they are actually getting it instantly too. This generation values its Internet connections more than anything else. It's a whole new world, a whole new culture that is emerging.

This generation is going to impact the world in a way no other generation has impacted; and it's going to influence other people of other generations too.

So it's imperative that we as marketers understand them well and keep a close eye on them as our survival depends a lot on them.


 

GEN Z WANTS TO LIVE A LIFE WITH NO STRINGS ATTACHED

It wants to do a lot and does not like to be tied down with useless commitments and useless baggage – like EMIs, like annual maintenance contracts etc. Basically, they want to live with no strings attached.

This is a generation that has grown up in an era of huge economic turmoil; they have seen their parents struggle with jobs, money, recession… they are thus very cost-sensitive. Add to this the fact that they are very aware of what is happening around them, as they are constantly connected with each other. They are also huge consumers of media, so they are a very smart generation to deal with. Gen Z is not just very aware, it's socially conscious too; it's environmentally conscious too; and it's going to change the way the world works!

Let's take a look at how things will change in the future.


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