Yuvaa releases India’s first Gen Z report ‘Not All Gen Z’ to understand young minds

: A group of young individuals engaged in open discussions, representing India's Gen Z.


Yuvaa, an Indian youth media organization, has released a comprehensive report on Gen Z insights based on responses from over 900 participants. The report covers various themes including relationships with parents, views on sex and gender, content consumption preferences, and brand preferences.


Our Analysis and Commentary

India’s Gen Z: A Force to be Reckoned with

The release of Yuvaa’s first-ever Gen Z insights report, titled ‘#NotAllGenZ’, marks a significant milestone in understanding the young minds of India. As the country’s fastest growing Gen Z-driven media organization, Yuvaa has successfully captured the voice, thoughts, and opinions of over 900 Gen Z participants from various cities across India.

It is high time that we recognize the potential and power of Gen Z individuals born between 1997 and 2012. Often dismissed for their consumption of memes, TikToks, and Reels, these young minds are far more complex and capable than we give them credit for. With their intention to change the world and their widespread influence, Gen Z is shaping the cultural, social, and economic landscape of India.

One of the most crucial aspects highlighted in the report is the need to listen and understand Gen Z’s concerns. It is clear from the data that Gen Z desires a platform to express their thoughts, dreams, and struggles. Through open dialogue, we can bridge the gap between generations and pave the way for a brighter, more inclusive future.

The report delves into various significant themes, including Gen Z’s relationship with their parents, their understanding of gender issues, their preferences in consuming content, and their inclination towards brands. These insights not only showcase the diversity within Gen Z but also the commonalities that bind them together as a generation.

The findings regarding Gen Z’s watchlist preferences highlight their discerning taste. A good trailer, rather than the cast or marketing, plays a pivotal role in capturing their interest. Additionally, their reliance on their friends’ recommendations over influencers shows the importance of trusted relationships in their decision-making process.

When it comes to sensitive topics like sex, relationships, and mental health, Gen Z looks to their mothers as a confidant more than anyone else. However, the report also indicates that they face difficulties discussing loneliness or dating with their parents. This opens up opportunities for parents to foster a more supportive and understanding environment where these conversations can take place without judgment or discomfort.

Gen Z’s focus on better sex education and understanding consent demonstrates their desire for a more informed and responsible approach to relationships. This speaks to their maturity and willingness to address important societal issues that often go unspoken.

Furthermore, Gen Z’s emphasis on gender equality and their recognition of the challenges faced by different genders are commendable. It is inspiring to see that a majority of young women feel that their gender does not limit their opportunities. This signifies progress and empowers young men and women to work towards a gender-equal society. However, it is crucial to address the concerns of Gen Z men who feel lonely due to their gender, as they also require support and understanding.

In the realm of consumer behavior, Gen Z’s preference for brands that support social causes and prioritize environmental sustainability is remarkable. Their consideration of price alongside sustainability indicates a nuanced understanding of their purchasing power. This presents an opportunity for brands to align with Gen Z’s values and play a positive role in shaping a more socially and environmentally conscious world.

Yuvaa’s #NotAllGenZ report is a stepping stone towards building a better understanding of this distinctive generation and the trends that brands, organizations, and parents need to be aware of. By recognizing Gen Z as not just the future but also the present, we can foster an environment that values their contributions as consumers, leaders, thinkers, and culture shapers.

In conclusion, it is evident that Gen Z in India possesses immense potential and a unique perspective that deserves our attention and respect. This report serves as a wake-up call to respond to their needs, empower their voices, and collaborate with them to create a brighter tomorrow. With the right guidance and support, Gen Z will undoubtedly play a crucial role in shaping India’s future.


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Yuvaa puts together India’s first Gen Z report ‘#NotAllGenZ’ to understand young minds better

On the occasion of their 5th anniversary, Yuvaa – India’s fastest growing Gen Z-driven youth media, impact and research organisation, released a first-of-its kind Gen Z insights report. Over 5 years, Yuvaa has partnered with some of India’s top brands and non-profits like YouTube India, Amazon Prime Video, Meta India, Spotify India, Tinder India, RPG Group, UNICEF India & The Bill & Melinda Gates Foundation on content, campaigns, campus activations, events and research, and this is their first public report.

Titled ‘Not All Gen Z’, the report provides insights based on responses from over 900 Gen Z participants, spanning over 20+ cities across T1, T2 and T3 India.

The insights are bifurcated into significant themes that concern Gen such as their relationship with parents, their association with sex, their understanding of gender issues, their preferences of consuming content, and their inclination towards brands. It also includes responses from youth belonging to all genders, along with 12+ streams of study and with varying preferences. All in all, the data reflects diversities and commonalities within Gen Z.

Gen Z represents people born between 1997 and 2012, and this generation is often not taken seriously because of the contrast between their intention to change the world and their consumption of memes, Tiktoks and Reels. But hidden behind the popular Snapchat streaks and Instagram dancing moves is a generation that defies categorization and is prepared to upend and change the future. They will also have the highest purchasing power as a subgroup in the country over the next 5 years. The Gen Z already make up for over 35% of India, and form the largest youth workforce in the world today.

This #NotAllGenZ report is an attempt to comprehend this misunderstood but distinctive group of individuals and to understand the Gen Z trends brands, organisations and parents need to pay more attention to.

Commenting on the insights of the report, Nikhil Taneja, Co-Founder of Yuvaa, said, “Five years ago, we founded Yuvaa as one of India’s first organisations of, for and by Gen Zs, with the aim of truly listening to the hopes, dreams, aspirations and struggles of India’s youth. Today, as Gen Zs shape the world culturally, socially and economically, we are proud to release our first public Gen Z Insights report, that authentically represents the voice, feelings, thoughts and opinions of young India. Gen Z young Indians aren’t the future of India, they are its present too, so it’s incredibly important that we hear them, and give them the respect they deserve – as consumers, leaders, thinkers and culture shapers.”

Over a span of five years, Yuvaa has been working closely with Gen Z across online and offline platforms with the mission of empowering the youth by ‘making important things interesting’. The release of the #NotAllGenZ report is in sync with their vision to facilitate meaningful conversations and impactful initiatives through their work in digital content and offline campus spaces.

The #NotAllGenZ report insights:

Gen Z Watchlist Code:

  • 70% of Gen Z say a good trailer is good enough reason to watch a show or movie, even more so than the cast or marketing
  • When it comes to recommendations, friends trump influencers – Gen Zs are 50% more likely to take their friends’ recommendation over an influencer’s
  • Crime and action are a low interest genre among Gen Z women, with almost 50% expressing a lack of interest in it. Women are also 20% less likely to watch this genre, as compared to Gen Z men.
  • Gen Z Women are 10% more interested in thrillers than in romcoms
  • Thriller / suspense and comedy make for the top genres they love bingeing

Gen Z and Parents:

  • Gen Z are 50% more likely to turn to their moms when it comes to discussing loneliness, mental health, identity and sexuality
  • Two-thirds of Gen Zs are unable to talk to their parents about being lonely.
  • Only 50% of Gen Z is okay to talk about love and dating with their parents, although they are twice as likely to spill the beans about their dating life to their moms than to their dads
  • Only 20% of Gen Z men feel safe talking about sexuality with either of their parents. And women are less inclined to discuss their dating life with either parent.

Gen Z and Sex:

  • 70% Gen Z feel the need for better Sex Education
  • 74% of Gen Z said that they want to understand consent better
  • 71% of men want better safety features on dating apps
  • 2/3rd of Gen Z want more content around sex education

Gen Z and Gender:

  • A majority of Gen Z – 74% of women and 69% of men – believe that people of other genders have it tougher than them
  • 64% of women feel that their gender doesn’t limit their opportunities
  • 2 out of 3 Gen Zs said they believe that we should live in a gender-equal world
  • Gen Z men are twice as likely to feel lonely because of their gender than women

Gen Z and Brands:

  • 63% of Gen Z shoppers prefer brands that support social causes
  • 71% of Gen Z prioritise brands that are environment-friendly
  • 77% of Gen Zs consider price when buying something, even if its not sustainable
  • Gen Zs are split equally between feminist and non-feminist brands, but 60% women prefer them
  • Gen Z are 50% more likely to buy products through a friend’s recommendation than through an influencer / celebrity recommendation

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