But to bucket the whole generation under a label is unjust to them! (and to us)

A whole generation cannot be defined by mere demographics especially with the complexities and diversity in culture, economies & geo-politics of India. The generational cohort helps us dive into understanding them better but not at the cost of denying the polyphony in the youth culture of India. The Indian Gen-Z is different than the global counterpart and within India itself they are all not the same and hence it is imperative to dig deeper to understand the context of the world they grew up in along with nuances of metropolitan and nonmetropolitan context, life stage and gender as starting points.

This research study focussed on urbanized section of Gen-Z in top metropolitan and non-metropolitan cities with access to smartphones and with at least pursuing or completed a graduate level degree.

With this as the starting point, and with a total sample interaction of over 4000 with expert researchers with more than 8yrs of experience understanding Gen-Z, it is safe to say that the larger themes and core value belief system will find coherence with the generational cohort with well-stated nuance in differences.