Understanding the youth of today


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  • Disproving stereotypes, nine out of 10 young Indians don’t smoke or drink. A majority of the youth wants a ban on drugs like marijuana.
  • Understanding the youth of today

    1. 1. Understanding the youth of today<br />
    2. 2. The common bond between the Madonna generation and the Pink Floyd one is the latter's line - "We don't need no thought control".<br />
    3. 3. The youth of today is… <br />
    4. 4. As comfortable with mithai as with McDonald's, with pailagoo as with playing pool. <br />
    5. 5. They are the conservative explorers<br />
    6. 6. And they are a ‘happy lot’ <br />
    7. 7. 44.5% of the youth believe that their parents make them happy, followed by friends and partners. <br />Being happy and achieving success are the most important in life.<br /><ul><li>Hindustan Times Youth </li></ul>Survey, 2011<br />
    8. 8. They are redefining their relationship with my parents<br />
    9. 9. My parents are my friends <br />
    10. 10. And they are not afraid to embrace their culture<br />
    11. 11. ‘Go Desi’ is the new slogan<br />
    12. 12.
    13. 13. They are moving beyond their lineage…<br />The youth today is exploring new avenues and spaces. From personal choices to professional decisions, they are moving beyond the traditional strong hold ties.<br />
    14. 14. And this is visible in their choice of <br />role models<br />
    15. 15. Role models <br />The top three role models amongst the youth are SachinTendulkar, A P J Abdul Kalam and Shahrukh Khan. <br />These are all the outsiders taming unfamiliar terrain who started from scratch and blazed a fresh trail.<br />-Hindustan Times Youth <br />Survey, 2011<br />
    16. 16. To experiment with unconventional career options <br />Their job expectations include an opportunity to experiment with new skills, followed by an interesting workplace. <br />From Mumbai, nearly 64 % the students from the age of 12 -18 want to become reporters, advertisers, TV anchors and even radio jockeys.<br />- Hindustan Times Youth <br />Survey, 2011<br />
    17. 17. The 6 subject curriculum is passé <br />Schools and colleges have moved beyond the class room to offer a variety of courses range from Pet Care and entrepreneurship, nature photography, organic gardening , social entrepreneurship, art appreciation courses etc. <br />
    18. 18. Rising aspirations of the small towns<br />
    19. 19. The young in Kolkata and Kochi are more money minded than their counterparts in Delhi, Mumbai and Bangalore.<br />Kolkata (77 %) has the highest number of students using internet.<br />74% students from mini-metros want to go abroad as compared to 66% in metros.<br />-Hindustan Times Youth <br />Survey, 2011<br />
    20. 20. Youngsters in small towns are more open to pre marital sex as compared to their counter parts in the top five cities. 9out of 10 women in the age group of 18 -21 in Indore said they had premarital sex.<br />With respect to drugs, 37% males and 32% females in Bhubaneswar want marijuana legalised. This is in sharp contrast to 85% Mumbaites who want it banned across India.<br />
    21. 21. The youth is not rebellious <br />
    22. 22. For 80% of the youth the definition of adventure is fun and exciting as opposed to 18% for whom it is risky and dangerous. <br />90% of the youth does not drink while about 87% do not smoke. Approximately 45% believes that Marijuana should be banned.<br />- TGI survey 2009<br />
    23. 23. They've employed tact instead of tantrum, deftly weaving their way around tradition. <br />
    24. 24. They are individualistic and opinionated <br />
    25. 25. Because they are not ignorant <br />
    26. 26. More than 50% of youth read newspapers for 15 minutes. <br />They are aware of the about the multi-faceted problems lurking in India and believe in contributing to the society. <br />
    27. 27. They are the new age social entrepreneurs<br />
    28. 28. Several entrepreneurs like Manoj Kumar Mandelia who devised a solution to deal with wastewater management and producing electricity, SwetaMangal who established Dial L For Life or Rajnish Jain who supplies cooking gas extracted from pine needles to people in Uttarakhand have emerged in various parts of India. <br />This has encouraged programmes such as Change Loom, Freedom of expression movement which encourage and support social action by young people across India. <br />
    29. 29. Video<br />http://www.youtube.com/watch?v=AFep91wW-Rk <br />
    30. 30. This generation wants to strike it rich and <br />strike it fast <br />
    31. 31. But its important what their family perceives and thinks of what they are doing.<br />-TGI survey 2009<br />
    32. 32. They are the responsible hedonists<br />
    33. 33. Thank you<br />