Eighty-five percent of Indian Gen Z consumers are more likely to purchase from brands with personal meaning, while 80% trust relatable influencers over celebrities, according to a new quarterly index launched by The Economic Times and Snapchat.
The “ET Snapchat Gen Z Index,” developed in partnership with Kantar, provides the first tracking study of India’s 377 million-strong Gen Z population.
The index reveals that three-quarters of Gen Z save at least 30% of their income, challenging the stereotype of youth spending. Meanwhile, 83% express pride in purchasing Indian-origin brands, and 82% actively monitor their screen time despite being digital natives.
Tracking three key elements—a Gen Z Brand Report Card, a Gen Z Cheat Sheet, and Gen Z Career & Finance Moves—the index evaluates brand performance across five metrics: consideration, advocacy, love, trendsetting ability, and excitement to generate a composite score measuring brand resonance.
Consumer Behavior Insights
Research shows that authenticity significantly outweighs celebrity appeal among this demographic. Eighty percent place higher trust in influencers sharing relatable content compared to celebrity endorsements (67%) and mega influencers (75%).
The findings indicate Gen Z approaches purchasing decisions with deliberation rather than impulse. Eighty-four percent conduct both online and offline research to find optimal deals, showing a thoughtful approach to consumption.
Despite being the first generation raised entirely in the digital age, Gen Z displays a nuanced relationship with technology. While 81% actively embrace AI and augmented reality tools, 82% consciously monitor their screen time.
The data also highlights a distinction between public and private digital personas. Seventy-six percent prefer sharing daily updates within closed groups, while fewer (71%) feel comfortable discussing personal matters on social media platforms.
The index reveals flexibility as a core workplace value for Gen Z. One-third (34%) prefer hybrid work arrangements, while 17% opt for full remote positions. Two in three consider workplace flexibility extremely important.
Financial behaviors challenge common perceptions of youth consumption patterns. Twenty-four percent of Gen Z are already planning for Financial Independence, Retire Early (FIRE) strategies, while 31% focus on building long-term wealth.
Market Impact and Adoption
According to market research cited in the report, only 15% of brands currently have focused strategies to engage this audience, despite Gen Z constituting India’s largest demographic segment.
“The Gen Z Index is designed to offer CEOs and CMOs an insightful lens into Gen Z, helping them make informed and future-ready decisions on how this generation is thinking, feeling, and shopping today,” Pulkit Trivedi, India Managing Director at Snap Inc., said in a statement.
Puneet Gupt, COO of Times Internet, described the index as “a powerful resource for brands, investors, and policymakers alike.”
The quarterly index will spotlight different aspects of Gen Z sentiment over time, with each release focusing on relevant cultural and consumer trends.
Cecilia Carloni, Interview Manager at Influence Weekly and writer for NetInfluencer. Coming from beautiful Argentina, Ceci has spent years chatting with big names in the influencer world, making friends and learning insider info along the way. When she’s not deep in interviews or writing, she's enjoying life with her two daughters. Ceci’s stories give a peek behind the curtain of influencer life, sharing the real and interesting tales from her many conversations with movers and shakers in the space.
Eighty-five percent of Indian Gen Z consumers are more likely to purchase from brands with personal meaning, while 80% trust relatable influencers over celebrities, according to a new quarterly index launched by The Economic Times and Snapchat.
The “ET Snapchat Gen Z Index,” developed in partnership with Kantar, provides the first tracking study of India’s 377 million-strong Gen Z population.
The index reveals that three-quarters of Gen Z save at least 30% of their income, challenging the stereotype of youth spending. Meanwhile, 83% express pride in purchasing Indian-origin brands, and 82% actively monitor their screen time despite being digital natives.
Tracking three key elements—a Gen Z Brand Report Card, a Gen Z Cheat Sheet, and Gen Z Career & Finance Moves—the index evaluates brand performance across five metrics: consideration, advocacy, love, trendsetting ability, and excitement to generate a composite score measuring brand resonance.
Consumer Behavior Insights
Research shows that authenticity significantly outweighs celebrity appeal among this demographic. Eighty percent place higher trust in influencers sharing relatable content compared to celebrity endorsements (67%) and mega influencers (75%).
The findings indicate Gen Z approaches purchasing decisions with deliberation rather than impulse. Eighty-four percent conduct both online and offline research to find optimal deals, showing a thoughtful approach to consumption.
Despite being the first generation raised entirely in the digital age, Gen Z displays a nuanced relationship with technology. While 81% actively embrace AI and augmented reality tools, 82% consciously monitor their screen time.
The data also highlights a distinction between public and private digital personas. Seventy-six percent prefer sharing daily updates within closed groups, while fewer (71%) feel comfortable discussing personal matters on social media platforms.
Image source: “ET Snapchat Gen Z Index”
Work Preferences and Financial Outlook
The index reveals flexibility as a core workplace value for Gen Z. One-third (34%) prefer hybrid work arrangements, while 17% opt for full remote positions. Two in three consider workplace flexibility extremely important.
Financial behaviors challenge common perceptions of youth consumption patterns. Twenty-four percent of Gen Z are already planning for Financial Independence, Retire Early (FIRE) strategies, while 31% focus on building long-term wealth.
Market Impact and Adoption
According to market research cited in the report, only 15% of brands currently have focused strategies to engage this audience, despite Gen Z constituting India’s largest demographic segment.
“The Gen Z Index is designed to offer CEOs and CMOs an insightful lens into Gen Z, helping them make informed and future-ready decisions on how this generation is thinking, feeling, and shopping today,” Pulkit Trivedi, India Managing Director at Snap Inc., said in a statement.
Puneet Gupt, COO of Times Internet, described the index as “a powerful resource for brands, investors, and policymakers alike.”
The quarterly index will spotlight different aspects of Gen Z sentiment over time, with each release focusing on relevant cultural and consumer trends.