Marketing to the always-on cohort

TO WOO GEN Z CONSUMERS BRANDS NEED TO LEAD WITH EXPERIENCE AND COMMUNITY-DRIVEN STRATEGIES

- CHRISTINA MONIZ

IT'S HIGH TIME brands levelled up their Gen Z playbook. Between the ages of 12 and 30 years, the Gen Z cohort accounts for 27% of India’s population at 377 million. A Deloitte-FICCI report states that consumers under 30 years of age, the first generation never to know the world without the internet, will account for 43% of the country's total consumption in CY25, driving a total of $250 billion in spending..

According to Jeel Gandhi, CEO of Under 25, a youth-led media and community platform, there are two critical engagement drivers that brands must focus on — experience and identity. Brands must either align with Gen Z’s ever-evolving identity, or deliver memorable experiences. She cites Nike as an example. "The brand is not just selling shoes, but is facilitating an entry for consumers into running communities. So, when women join the Nike Women community, they invest in identity and belonging. Such a community-first approach goes beyond a transaction, building stronger relationships over time,” explains Gandhi.