The first in a series of Titan Industries’ Millennial Paradox Quarterlies They’ve been called the ‘Dictators’1, 97% believe that they – individually – have the power to change the World, 95% describe themselves as being more empowered than previous generations, 72% believe that they are more creative and can deliver more innovative/creative solutions to the World’s problems that their predecessors. For India’s millennial generation (people born between roughly 1980 and 2001) it’s all about ‘me’. In fact, for this demographic group ‘me’ is not merely important, it’s the only opinion that counts.
The ‘Millennial Me’; the only game in town According to the same MTV/TataDoCoMo survey data, a third of millennials cited ‘personal satisfaction’ as the single most important factor behind their decision-making, ahead of both parents (at 26%) and wider family (24%) – an unthinkable order of priorities for previous generations of Indians! Far from safety in numbers, looking for identity, prestige and endorsement from a wider group, 40% of today’s millennials simply ‘don’t care’ what the rest of society thinks about their opinions or behaviour, 56% will actually fight against society and norms if they believe that they are in the right, less than 10% look up to public figures as an example.
Another recent survey2 highlighted the increasingly independent nature of your Indians’ thoughts and aspirations; ‘Do something new independently’ was the number one priority according to the findings.
Based on this evidence, India’s millennials would appear to be the most opinionated, uninhibited, independent-minded generation in the nation’s history; and this insight is endorsed by anecdotal evidence of millennial behaviours: the use of Twitter to connect directly with anyone irrespective of their rank or title, the disregard for traditional structures of authority and management in the workplace (if they have an opinion, India’s millennials will simply express it); and their opinion is as valid as the next person, whether that happens to be the boss or the Prime Minister!
The death of the herd?
Research carried out by Visa International3 reveals that ‘Indian millennials want to be free to be themselves and explore who they are,’ . . . . ‘Four in five Indian millennials are ambitious and big dreamers . . .’. Youth marketing guru Samyak Chakraborty4 suggests that 80% of campus students want to build their own independent image and make purchases based on their own individual judgement rather than follow trendsetters. ‘Each wants to have his/her own unique style and be known by the choices they make . . . .this could mean the end of using ‘herd mentality’ as a basis for formulating a brand’s communication strategy.
Millennials’ quest for individuality has taken the concept of personalisation to new levels in India. The stratospheric rise in vodka consumption – 25% year-on-year according to some estimates5 – is even being attributed to the drink’s ‘individualistic’ qualities6. According to the theory, Vodka is the perfect individualistic millennial drink; it leaves no trace on the breath, it can be transformed into an unlimited array of mixes and cocktails, or it can be drunk ‘solo’. In this sense, Vodka defies tradition and convention; it enables the drinker to choose his/her identity and adapts seamlessly.
In socio-economic terms, increasingly individualistic behaviour can also be reflected by and attributed to the trend towards urbanisation sweeping India. The move to the city, away from the support and confines of family, adds to the sense of independence; as do growing levels of financial independence and financial inclusion (bank account penetration, bank card usage etc.) across this demographic7
The ‘Millennial Paradox’
But, despite these unprecedented levels of self-obsession and independence, India’s millennials do not operate in isolation. On the contrary, this demographic exhibits an unprecedented desire to share and belong to some form of community, both in the professional and personal context. These communities are present both online (LinkedIn, Facebook, Twitter etc.) and offline and are sustained by this group’s appetite – even, compunction – to share; anything from holiday photos, to their innermost secrets with people who they may have never met. Sharing has become the principle form of validation and meaning for 21-35 year olds. And the evidence is compelling . . . . .
Millennials are the World’s ‘exhibitionist class’, everything is shared, everything requires an endorsement – whether that take the form of a ‘friend’ a ‘like’ or even a ‘retweet’. MTV researchers describe them as being ‘addicted to constant feedback’8; according to their research 58% of millennials surveyed felt more confident when they received feedback and 33% of those surveyed felt disappointed if others don’t respond.
And India’s millennials are no exception. 95% of them participate in social network activities at least once per day9, over half of them consider a mobile phone to be an ‘absolute necessary’ outstripping their debit/credit card (8%), bike (4%), car (2%) and newspaper (2%). India is home to over 61 million Facebook users, with 18-24 year-olds and 25-34 year-olds accounting for the biggest proportion.
According to Edelman’s 8095 research10, 74% of millennials believe that they influence their peers’ purchasing decisions; ‘Millennials seek recommendations from people they trust – They spend a lot of time on social media and are vocal about their likes and dislikes . . .’11.
In fact, 90% of Indian millennials actually believe that it’s their responsibility to share feedback with companies after good or bad brand experience.
And it’s not just about purchasing decisions; sharing has become the default response when addressing deeper issues. According to MTV/TataDoCoMo12 survey data, when it comes to social issues, 56% of millennials alert their friends and family, 39% join the relevant social community, and 27% write about the cause and issue on their personal communities.
‘Costless Friends’
The ease with which India’s millennials can share is redefining the concept of cause and effect; brands, parents, teachers, authorities no longer enjoy a defining influence over them. While 89% of India’s millennials research online before making a purchasing decision13, 64% of them also use social media to make new friends. And this is the key; traditional sources of validation and endorsement such as family and people from the vicinity are being complemented – and in some cases replaced – by new forms of trusted friendships.
While the latter were characterised by a sense of exchange and obligation (a sense of ‘debt’ in terms of loyalty and respect to family members, for instance), the latter come completely free of any such responsibility. These new forms of friendships are secured by mutual interests, passions, opinions, needs etc. but are completely ‘costless’ compared to their traditional predecessors. ‘Costless friends’ come devoid of any sense of obligation or duty; contrary to traditional relationships in India, where the sense of obligation can be overwhelming.
Despite this, costless friends should not be considered trivial or superficial; these types of communities and relationships can be profound, with members exchanging deep and intimate levels of information and insights. In fact, the levels of trust, confidence and loyalty that India’s millennials are associating with these new forms of friendships are growing. In many instances, such relationships have surpassed traditional sources of validation and are increasingly defining millennials’ opinions, beliefs and behaviours.
‘Collective Individualism’
‘Collective individualism’ is one way of describing this fascinating counterpoint; the obsession with individual personal choice, offset by the need to share and exchange as a form of validation and – in essence – meaning. Like many generations before them, India’s millennials are full of inconsistencies and apparent contradictions. In reality we are seeing traditional alliances and sources of validation and meaning are being replaced by new allegiances – such as the ‘costless friend’ – which are not limited to either geographical or familial ties. Collective individualism is a dynamic process; whether it ultimately leads to conflict, as India’s millennials exchange traditional sources of loyalty meaning for new ones, remains to be seen.
On a wider level, what India’s Millennial Paradox means in terms of consumer behaviour, professional outlook, family & relationships and leisure will be examined in further detail in future Titan Industries’ Millennial Paradox Quarterlies.
About Titan Industries’ Paradox Panel
Titan Industries’ ‘Paradox Panel’ is a discussion forum designed to research, debate and develop insights into India’s 21-35 year-old communities – the so-called ‘millennial’ generation. This demographic group is characterised by both a tendency – near obsession – towards self-expression, individual choice and personal opinion. The ‘Paradox’ being that – despite this – this group exhibits an unprecedented desire to share and belong to some form of community, both in the professional and personal context. Despite their rejection of conventional groups and communities in favour of individual opinions and self-expression, sharing has become the principle form of validation and meaning for today’s 21-35 year olds. This is the Millennial Paradox.
To mark the 25th anniversary of the brand during the course of the year, Titan Industries’ Paradox Panel will be exploring the implications of the Millennial Paradox on India’s youth in terms of their consumer behaviour, family and relationships, professional lives and careers, and leisure. Throughout the year, these insights will be published in Millennial Paradox Quarterlies – white papers designed to stimulate discussion, debate and further insight.
Titan Industries’ Paradox Panel consists of:- Aditya Swamy – Executive Vice President, MTV India With an MBA in Marketing from S.P. Jain Institute of Management & Research, Aditya started his career with Coca-Cola and moved on to the entertainment industry in 2006. He has helped MTV to convert into a multiplatform entertainment destination. Today, MTV reaches out to over 130 million people on TV, has the largest social media connect with over 8 million fans on Facebook & Twitter; and has over 2 million views a month for its mobile TV service.
- Dr. Bino Paul – Professor and Chairperson, Tata Institute of Social Sciences
Dr Bino Paul GD is Professor at the Centre for Human Resources Management and Labour Relations at the Tata Institute of Social Sciences. He has a doctoral degree in Economics from IIT Bombay and affiliated with the Centre for Human Resources Management and Labour Relations, Innovation and Research Facilities: Labour Market Research Facility and the School of Management and Labour Studies.
- Kaustav Sengupta – Associate Professor at National Institute of Fashion Technology
Kaustav is a well-known youth trend analyst, alternative media expert and a fashion theorist. He heads a research & direction team of young Indians which is organically growing and now has a network of more than 1,500 young trend-spotters across India. This initiative called INgene, is the first ever youth trend research initiative in India recognized by many international experts as the best source for youth trend insights in India. He regularly conducts workshops, delivers lectures and presents papers on Indian youth trend, fashion forecasts, consumer analysis. He is also representing PYMCA (www.pymca.com, the largest online archive of youth culture) in south east Asia; along with other honorary associations (Local advisor of TED, NeN NIT Trichy, IIT M etc.) This collaboration will provide new opportunities to GEN next and help showcase their photographs, artworks, music etc.
Twitter @kaustavsengupta
Website http://www.kaustavsengupta.com/
- Sam Ahmed – Vice Chairman and Creative Director, Rediffusion India
Sam Ahmed is one of the biggest creative names in the world of advertising and is currently Vice Chairman and Chief Creative Officer of Rediffusion. He is one of the world’s most awarded creative people. Sam has spent 14 years at Y & R, Dubai where he was credited with making Y&R the No. 1 agency in Dubai in creative rankings. Over the years, Sam has won more than 200 international awards including the Cannes Lions, One Show, Clio, New York Festival, Epica among others.
Source:
- TataDoCoMo/MTVPlay.com
- http://www.americanprogress.org/issues/economy/news/2012/10/11/40862/youth-skills-and-aspirations-in-india/
- Connecting with the Millennials – A VISA study (http://www.visa-asia.com/millennials/Visa_Gen_Y_Report_2012_HR.pdf)
- Youth Marketing in India with Samyak Chakrabarty
- http://articles.economictimes.indiatimes.com/2012-07-04/news/32537038_1_assocham-report-wine-consumption-indian-wine-market
- http://www.foodnavigator-asia.com/Markets/Young-India-takes-to-vodka
- http://www.fpsb.co.in/Upload/EventPDF/CII Financial Distribution Summit 2012.pdf
- http://heidicohen.com/millennials-social-media-digital-marketing-insights/
- TataDoCoMo/MTVPlay.com
- http://www.edelman.com/insights/intellectual-property/8095-exchange/
- http://www.greatindiabschool.edu.in/millennials-trendsetters-in-the-retail-industry/
- TataDoCoMo/MTVPlay.com
- IDEM
