Chart of the Month April 2025
Understanding Generation Z in depth is essential when developing today's marketing strategies.
Note: Generally, Generation Z refers to those born between 1997 and 2012, making them approximately 13 to 28 years old as of 2025. However, in this survey, we define Generation Z as consumers aged 18 to 24 for the analysis.
What are the characteristics of Generation Z in India? First, let's take a look at the important aspects of their lifestyle. We will begin by examining the differences in lifestyle when compared to consumers of other age groups in India.
Key Aspects of Lifestyle
As commonly discussed, characteristics of Generation Z such as "Living freely, beyond stereotypes" and "Preferring to consume experiences over things" can be observed. On the other hand, in areas such as "Usage of social media," no significant differences are seen compared to other age groups.
So, what does the comparison with consumers from other countries look like? This time, we would like to introduce a comparison between India and three other countries: Thailand, Vietnam, and Indonesia. Among the many characteristics, today I would like to highlight 'Strong bonds with family' and 'Self-improvement and ambition’.
Strong bonds with family
In comparison with the four countries, a standout characteristic of Generation Z in India is their family-oriented lifestyle. This can be confirmed through several questions.
In the question, "Which relationships are most important in your life?", it was observed that in India, consumers place more importance on relationships with family than on relationships with themselves, compared to consumers in other countries.
Key Relationships in Consumers' Lives:
Additionally, in the question, "What is central to your life?", it is evident that family is prioritized more in India than in other countries. "Relationships with family and friends" was the highest response, strongly reflecting the family-centered values in Indian culture.
The things that become the center of my life (Top 3)
As a side note, one important characteristic to understand when conducting marketing activities in India is the significance of "word of mouth." In many cross-country surveys conducted by INTEGE, it has been shown that trusted family members and relatives have a stronger influence on purchasing behavior in India than in other countries. The results from this survey suggest that this characteristic is even more pronounced among Generation Z in India compared to other countries.
Self-improvement and ambition
Another characteristic of India's Generation Z is their high awareness of self-improvement.
To reiterate the earlier results, "Self-improvement" was ranked second after "Relationships with family and friends" as a central focus in life, with a higher level of awareness compared to other countries.
The things that become the center of my life (Top 3)
Furthermore, in terms of key aspect of lifestyle, a distinctive point compared to other countries is "Exercising Regularly."
It is evident that Generation Z in India has a high level of interest in both physical and mental health management. Stress management and mental health are recognized as important, and self-management is emphasized as part of their lifestyle.
Key Aspects of Lifestyle
There are several reasons that could explain why Generation Z in India shows a higher awareness of self-improvement compared to consumers in other countries. For example, the expansion of access to information through education and the internet, as well as global influences and changes in values, can be cited.
While these factors also apply to other countries, what may be particularly distinctive in India is the intense competitive society. Generation Z in India lives in a highly competitive environment during their growth, where there are high expectations for academic achievement and career success. In such an environment, self-improvement and self-management are recognized as essential, and through managing fitness and mental health, they may aim to maintain both mental and physical well-being while enhancing their competitiveness.
In summary, we have introduced two key characteristics of Generation Z in India. INTEGE India will continue to share valuable consumer trends that can assist you, so please stay tuned!
[INTAGE Monthly Tracking Survey]
Area: Delhi, Mumbai and Bangalore
Target: Male and Females aged 18-44 years old
Methodology: Online Survey
Sample size: 360 (Equally distributed by area, gender, and age)
Timing of survey: Last week of each month
[Survey on GenZ in ASEAN]
Area: Thailand (Bangkok), Indonesia (Jakarta), Vietnam (Hanoi, Ho Chi Minh City)
Target: Males and females aged 18-24, who shop “once a month” in their own consciousness, and who can spend an average of at least 5,000 yen (or same amount in local currency) per month.
Methodology: Online survey
Sample size: Thailand 119s / Indonesia 119s / Vietnam 121s
