GBM Youth Trends 2015. TRouth.

About

TR:OUTH stands for Trends for Indian Youth

TR:OUTH 2015 has 10 key trends that we can see amongst the Indian youth this year

First conducted in 2013 when we revealed 13 trends that captured the thoughts of young Indians

For this year’s study, we’ve collaborated with Elaine Cameron, Head of Burson-Marsteller’s Future Perspective Trend Analysis Group who has devised the methodology and framework

Why Youth?

Youth are emerging influencers and brands are increasingly focusing on them. As communicators, we work with youth brands extensively in India. With this study, we aim to capture the thoughts of young India and what makes them tick

Methodology

These trends were the result of extensive pan-Indian brainstorming sessions by Genesis Burson-Marsteller with a cross section of participants from millennial and Gen X age groups and different industry sectors.

We used a version of the Consumer Trend Canvas with the kind permission of trendwatching.com and in collaboration with Elaine Cameron, Head of Burson-Marsteller’s Future Perspective Trend Analysis Group.

1.

STATEMENTAL

Desire for recognition of social status;

look better and stand taller India’s newly emerging affluent middle class consumers are eager to try the latest and best. Indian youth derive much of their social status through the goods, services and experiences they consume. Indeed, with so many choices available, consuming becomes as much a statement about who you are, as what you have.

Mind set to make a statement; look better and stand higher

2.

NEW-YOUer


look better and stand taller Show us a consumer who doesn’t aspire to self-improvement. The drive to improve oneself can manifest itself in a number of ways, such as the desire for better health, for greater knowledge, and the development of new skills. Brands and products that satisfy these needs will therefore simply appear ‘better’ than those that don’t.

Constant need to be a better version of ourselves

3.

MYOPIUM


look better and stand taller MYOPIUM is each person’s consumption realm, where his/ her preferences and tastes reign. Cater to an individual’s MYOPIUM with brilliantly customized products, by enabling and encouraging personal expression, or by offering protection from harm. Our online experience is fueling this: profiles (that make it all about the individual) are ubiquitous, personalization is rampant and effortless, and the expression of one’s likes, dislikes and everything in-between is easy and constant.

Being intoxicated with yourself

4.

DESI COOL


look better and stand taller Despite globalization, despite online; being desi continues to be cool. Whether driven by a

sense of pride, authenticity, convenience and/ or eco-concerns, consumers will continue to

embrace Indian products, services and knowledge.

Locally-produced goods offer consumers an antidote to the globalized marketplace, and

invoke a sense of authenticity, community, connection and belonging. Not to mention

reducing (if not removing) the eco and ethical concerns that hang over mass production.

Being Indian and buying Indian… continues to be cool

Picture Courtesy: http://static.manoramaonline.com/ranked/online/MM/The_Week/COVER_STORY/THE_WORLD_OF_THE_INDIAN_SELFIE/52-Elizabeth-Betsy-Joy.jpg

5.

CHILLSUMERS


look better and stand taller Surprise. Entertainment. Amusement. People relish brands that bring some much-needed

fun to the consumer arena. Introducing competitive and participatory games, embracing

humor, or celebrating the unexpected makes life – and consumption – less boring and

simply more enjoyable.

How do you bring some much-needed fun to your daily life?


6.

NOWians


look better and stand taller Whether to satisfy their ever-shorter attention spans, their lust for the ‘now’, their craving

for real, physical interaction, or to free themselves from the hassle of ownership, Indian

youth are moving beyond the fixed or static, and rushing instead to collect as many

experiences and stories as possible. That’s why ‘time’, and its many dimensions, should be

brands’ next innovation frontier.

Indians want it right here, right NOW Picture Courtesy: http://static.manoramaonline.com/ranked/online/MM/The_Week/COVER_STORY/THE_WORLD_OF_THE_INDIAN_SELFIE/52-Elizabeth-Betsy-Joy.jpg

7.

CHANGE CHAMPIONS


look better and stand taller Younger generation of Indians lead busy, busy lives, yet they are now more involved in driving change. They will not blindly accept the status-quo. Instead, empowered by digital technologies and democratized access to information, they’ll collaborate their enthusiasm and knowledge to create new solutions to shared problems. Naturally, therefore, many will be happy to advocate for brands that are socially responsible and produce responsible products and services.

With great power, comes great responsibility and therefore, greater involvement


8.

CONNECTIFY


look better and stand taller Indians are social beings, and will forever enjoy coming together, making connections, collaborating and sharing experiences. The good news? There have never been more opportunities to cater to, benefit from or facilitate this basic desire. All together now...

The eternal desire for connection, and the many (new) ways it can be satisfied


9.

OMNI-TECH


look better and stand taller We all love staying connected to technology, round the clock. Well, technology will become ubiquitous, universal and impossible to live without. Why? Quite simply because Indian youth will continue to crave (and build their lives around) the unparalleled ‘superpowers’ that technology offers them: perfect and instant information, absolute transparency, limitless choice and more.

The ever-greater pervasiveness of technology Picture Courtesy:

http://static.manoramaonline.com/ranked/online/MM/The_Week/COVER_STORY/THE_WORLD_OF_THE_INDIAN_SELFIE/52-Elizabeth-Betsy-Joy.jpg

10.

INFO-BURST


look better and stand taller Forget information overload: Indians’ desire for relevant, useful, timely information is insatiable. Youth will continue to lap up products, tools and services that bring them the right information, at the right time, in an understandable, intuitive and actionable way.

Why consumers’ voracious appetite for (even more) information will only grow Picture Courtesy:

http://static.manoramaonline.com/ranked/online/MM/The_Week/COVER_STORY/THE_WORLD_OF_THE_INDIAN_SELFIE/52-Elizabeth-Betsy-Joy.jpg

Bibliography

We would like to thank Elaine Cameron,

Head of Burson-Marsteller’s

Future Perspective Trend Analysis Group

& trendwatching.com

who allowed us to use the Consumer Trend Canvas.

This study wouldn’t have been possible without their support.

GBM Youth Trends 2015. TRouth.

Lifestyle

Transcript of GBM Youth Trends 2015. TRouth.