With The World's Largest Gen Z Population of 356 Million

12/22/2016
WiththeworldslargestGenZpopulationof356million,willthenextbigdisruptorbefromIndia?
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With the worlds largest Gen Z population

of 356 million, will the next big disruptor
be from India?
DIPTI NAIR , 24 JUNE 2016
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The energy in the room was so charged and palpable that it could literally light up an Indian
village. There was a stream of applause, of cheering, of whistles, and laughter. A majority of
theaudience was made up of under-25 girls and boys. And the gentleman at the centre of all
this attention was a young man himself, who has made his name writing romantic novels.
The author of bestsellers like If Its Not For Ever, Its Not Love, 29-year-old Durjoy Dutta sat
on the stage alone fielding questions on love, sex, and dhokha (betrayal leading to
heartbreak). And you could tell he was spent.
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The Under 25 Lit fest in Bengaluru last weekend was the place to be if you were young and
restless. Or like me (dare I say young) pursuing them to figure out what sets apart this
generation born with the tech equivalent of a silver spoon.
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The young just fizzed up the festival. They were very animated, multi-tasking, multitalking, says author and Co-founder of Bangalore Literature Festival Shinie Antony, adding,
I was there with a classmate from college and we were both remembering how the
ambiance took us back to our own student days. Except for one kid who sat with legs
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crossed and eyes glazed over, the under-25 masses were causing the very air to quiver.
The X, Y, Z of generations
The West has a neat tradition of sorting the generations into nomenclatures like Gen X,
Millennials, and now Gen Z for those born after 1996 (there are different opinions on which
year each generation begins and ends).
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(Source: KPCB Internet Trends 2016. Graphics: Avinash Murmu)
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We Indians though happily get by with my generation vs my parents. While socio-culturally

this naming business may not make much of a difference, the defining attributes of a
particular generation do have a big impact on how market forces and even elections work.
Calling the Gen Z (or as some say Gen Zers) the next big disruptor, an Ernst & Young LLP
paper by Marcie Merriman says, Politically, socially, technologically, and economically, we
are moving at warp speed. These changes have created a generation very different than any
known before. Retailers, and in fact all businesses, hoping to connect to these savvy
consumers and their already $44 billion in purchasing power (Activities of Kids and Teens,
Mintel Reports, November 2013) need to understand who they are, what they want, and how
they want it.
"Retailers, and in fact all businesses, hoping to connect to

these savvy consumers need to understand who they are,
what they want, and how they want it.
According to a 2014 United Nations report, India has the worlds largest youth population of
356 million 10-24-year-olds (despite Chinas largest population).And by 2020, India will
become the worlds youngest country with 64 percent of its population in the working age
group, says a report in The Hindu.
What if the next big disruptor isnt a what but a who?

as the Ernst & Young paper asks, then in all likelihood
shouldnt she come from India?
In a series of articles, we will explore this question, and figure out what drives the
young (urban and rural) in India, what their challenges are, and where they want to
take the country and world towards.
Move over Millennials, Gen Zers are here
I think every generation feels that they are God's greatest gift to mankind and they will
make the world a better place. The only difference in our generation is that many of us do
not even believe in 'God'. So yes, that's a major step in 'saving the world'. The ideas of
science, rationality, and logic taking precedence over religion, faith, and blind belief, says
19-year-old Surya HK, a journalism and communication student in Bengaluru.
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(Source J Walter Thompson. Graphics: Avinash Murmu)
Resting a lot of hope in the Gen Z, a study by J Walter Thompson says, More inspired by
Malala than Beyonce, Gen Zers are characterised by ethical consumption habits, native
digital technology use, entrepreneurial ambition, and progressive views on topics ranging
from education to gender.
A FastCoExist report adds, Gen Z have been strongly shaped by their individualistic, selfreliant Gen X parents and theyre committed to avoiding the mistakes their meandering
millennial predecessors made.
The young today are very aware, says Roshan Abbas, well-known radio jockey and
television anchor, adding, They carry a sense of responsibility on their young shoulders,
which is heartening to see. Musician and singer Ankur Tewari feels that the Gen Zers are
growing up too fast. At the same time, there is a sense of camaraderie. So many of them
have a picture of their pack of friends as their display picture on social platforms instead of
their own. It says a lot.
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In a moving performance at the Under 25 event that Ankur gave, these lines stood out for
me: Duniya ki iss bheed mein/ Sabse peeche hum khade/ Sabse peeche hum khade (in
this crowd that the world is, we are standing right at the back).
As I stood behind watching the young applaud to this sublime performance, it gave me hope
that the Gen Zers are out there in the front infusing the air with a promise of a better
tomorrow. Who know they may actually power up a few villages in the process.
(Watch this space for a series of articles to make sense of the Gen Zers, the true
digital natives, and how they will influence change, especially in the Indian context.
Comment if you have anything to say about them or email dipti@yourstory.com)
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ABOUT THE AUTHOR

Dipti Nair
Dipti loves writing about places and people to bring out their untold stories. She is particularly keen to
explore the intersection of technology and human behavior. When not writing or editing, she makes
pots.
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WRITE YOUR STOR

With the worlds largest Gen Z population

Zendesk Makes Communicating

Software. Try It Free -

Gen Z: Making their voice heard.

How you can we

He's back with a

A year since lau

Meet the 26-yea

(Source: KPCB Internet Trends 2016. Graphics: Avinash Murmu)

We Indians though happily get by with my generation vs my parents. While socio-culturally

"Retailers, and in fact all businesses, hoping to connect to

What if the next big disruptor isnt a what but a who?

(Source J Walter Thompson. Graphics: Avinash Murmu)

BANGALORE LITERATURE FESTIVAL SHINIE ANTONY

ERNST & YOUNG LLP

ABOUT THE AUTHOR

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