Understanding India's Young Generation Edge

UNDERSTANDING THE
NEW YOUNG INDIA
The world is about to getGENERATION
www.thesoundhq.com

ALMOST 1 OF EVERY 5 YOUNG PEOPLE IN THE WORLD TODAY IS INDIAN
2
GENERATION EDGE INDIA
THE SOUND
That’s more than the combined populations of USA and Canada.
Or the 5 biggest European countries put together.
WHY READ THIS?
65% of India’s total population
of 1.3 billion is under 35, that
means a total about 845 mn
people.
GENERATION
introducing…
Of this, over 50% are under the
age of 25.
That’s well over 400 million
people.
1 million enter the workforce
each month, giving them greater
spending power and agency.

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THE SOUND
WHY GEN-EDGE?
Because they cannot be defined merely by age, and clubbing such a large cohort under a single label would be
doing them (and ourselves!) a disservice
CALLING THEM ‘INDIA’S YOUTH’
OR COMPARING THEM TO
WESTERN MILLENNIALS isn’t enough
BORN 1994 ONWARDS
ATLEAST 400 MILLION STRONG
Generational cohorts in India are never homogenous. In such a complex and diverse country, there  
are clear distinctions in the context and attitudes of urban, “small-town” and rural groups, even from
the same generation, and understanding that is a story unto itself. However, understanding the
attitudes and aspirations of the urban young is a great starting point, as these eventually ﬁnd
reﬂection in the larger groups throughout the rest of India
India’s urban young aren’t the same as their western counterparts. Yes, living in an increasingly
globalised world engages them in similar debates about geopolitics, draws them towards the same
content and even leads them towards the same social and environmental causes. But that’s only
scratching the surface
To truly understand this generation, we must understand the context they come from….

THE SOUND 4
A GENERATION THAT
GREW UP ON THE
EDGE OF BIG CHANGES
GENERATION
WHO IS GEN-EDGE?

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THE SOUND
WHO IS GEN-EDGE?
BORN INTO A chaotic,
fledgling nation…
In 1995, India was less than 50 years old, had already been through 3
wars, and was turbulent – battling terrorism, communal riots, and
even a brief lapse into a police-state during the ‘70s
Economic uncertainty had been the norm so far, with rationing and
shortages part of everyone’s life. In 1991, the country had been on
the brink of bankruptcy, saved only by drastic liberalization
measures to open up the economy
All of this had made previous generations of Indians (including their
parents) fearful, under-conﬁdent and stability seekers. Traditional
values were prized because they brought comfort, and reassured
them of their place in a highly volatile world
However, things were about to change, and faster than anyone
realised…
During its short life since independence in 1947, India had been through
considerable turmoil…

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THE SOUND
WHO IS GEN-EDGE?
…BUT GROWING UP IN ONE THAT
STARTED TO come into its own
In 1991, economic liberalisation
forced an opening up of the economy,
giving rise to India’s middle class and
pulling a large mass of people into
relative comfort and prosperity
The early ‘90s were watershed years, and combined with the internet boom, changed the economic and
cultural context drastically
LIBERALISATION
Television and media content
opened up along with the economy,
exposing everyone, especially the
young, to new content and diﬀerent
ways of thinking
DIGITALIZATION
A NEW
NORMAL
WESTERNIZATION
The rise of the internet and mobile
phones towards the end of the ‘90s
brought in unprecedented connectivity
and access and acted as a leveller of
opportunities

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THE SOUND
WHO IS GEN-EDGE?
IN A LITTLE OVER 2 DECADES,
INDIA WENT FROM BEING NEARLY
BANKRUPT, TO BEING ONE OF THE
WORLD'S fastest growing economies
It’s Facebook’s 2nd biggest market after the US, with nearly 150 million users, over 70
million of whom log on daily
It is the third largest automobile market in the world already, and yet, only 4% of
households own a car, and only 25% own a motorbike
In 2016, it beat the US in mobile app market growth, with the most Google Play
downloads. App downloads grew at 71% (the global average was 15%). And this,
when mobile penetration is only 30% of the total population!
This, combined with the sheer size of its population, makes it one of the most important
consumer markets. One that’s going to be driven by its Generation Edge

THE SOUND 8
A GENERATION MOVING
FORWARD WITHOUT A MAP
GENERATION
WHAT THEY VALUE?

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THE SOUND
WHAT THEY VALUE?
GENERATION EDGE’S
VALUES VARY STARKLY
FROM THOSE AROUND THEM
Knowledge-orientated Brahminical values were traditional ideals, but this
generation favours the more ambitious and action-orientated Kshatriyan
way of living.
They are the ﬁrst liberals in a comfortably conservative society, and believe
in individualism while their families and communities idealize putting the
collective above the self.
While they wish to chart their own path, society expects diﬀerently,
putting them squarely at odds with the world around them.

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THE SOUND
WHAT THEY VALUE?
Collective Individual
Contentment Ambition
Resist change Negotiate change
Modesty & restraint Self acceptance, pride & display
Scarcity Choice
TRADITIONAL VALUES GEN-EDGE VALUES
THE TENSION BETWEEN TRADITIONAL VALUES AND GEN
EDGE VALUES LEADS TO CONFLICT AROUND IDENTITY,
ASPIRATION, IDEALS, CHOICE AND LIFESTYLE

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THE SOUND
WHAT DEFINES THEM?
WANT TO OWN THEIR IDENTITY BUT
don’t really know how TO GO ABOUT IT
Generation Edge are among the first to have the chance to build individual identities, but
the norms of a collectivist society leave them uncertain about how much to build and
curate their identities. They believe in individualism, but families and communities idealize
putting the collective above the self.
The growing influence of western culture pushes Gen Edge to deviate from this path and
build their own identity, and the digital age gives them access to media that allows them to
express their identities independently
But living in a collectivist society means that they need to balance social expectations even
as they express uniqueness. They often end up trying to monitor multiple identities,
expressing only what’s appropriate for different social groups
COLLECTIVE - INDIVIDUAL
“I have some photos on my cell which I can’t post on
Facebook because I have my family on Facebook. If I post a
picture hugging my male best friend then they will take it in
the wrong way. My parents don’t say anything but relatives
start pointing it out”– Amina

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THE SOUND
WHAT DEFINES THEM?
DREAM BIG BUT reined in BY
PARENTS AND SOCIETY
Brought up in a digital world, this generation has the means to explore –
ideas, choices, and their identities. However, they struggle to do so, caught
constantly in trying to live up to parental and social expectations
Generation Edge prefers to be given the space to explore. They have
access to information and opportunities that they believe will help them
ﬁnd their true calling
However, having grown up in an era of extreme scarcity, parents of this
generation value stability and push their children to make predictable and
‘safe’ choices. When they try to do something out of the ordinary, constant
comparisons and taunts by parents and society build unwanted pressure

CONTENTMENT - AMBITION
“Yes I want to be the best animator. But I have taken up the
science stream. My father wanted me to become a doctor so…
maybe later…”– Deepika

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THE SOUND
WHAT DEFINES THEM?
Higher levels of global exposure and awareness makes this generation more
accepting of change and progressive thinking but in a highly conservative society
they often face resistance
Highly exposed to western ideals in the form of media, Generation Edge gravitates
towards adopting them. They are far more tolerant than previous generations and
accept people and their choices with less judgment
However, they can’t publicly espouse their ideals as they still live in a largely
conservative India which expects them to remain collectivist in their mindset, modest
and humble in their behaviour while conforming to acceptable boundaries set by
society
EMBRACE PROGRESSIVE THINKING
BUT afraid TO DISPLAY IT IN A
CONSERVATIVE SOCIAL LANDSCAPE
CONSERVATIVE - LIBERAL
“Remember there was this incident where one of the high court
judges said that if you have sex with your partner you will have
to marry that partner. So posting an opinion of mine about this
issue would be a bit of a challenge because I have too many
people on Facebook who would judge me”– Karuna

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THE SOUND
WHAT DEFINES THEM?
ENJOY ENDLESS CHOICE
BUT ARE constantly dissatisfied
Unlike their predecessors, Generation Edge has grown up with a
plethora of options to choose from in life. But this makes for complex
choices on a daily basis, and they’re constantly trapped waiting for the
next best thing
Connectivity and exposure to global media opened up tremendous
possibilities for this generation in terms of career choices, personal
relationships and everything in between. However, knowing that this
wide range of choices exists, makes them unwilling to choose any. They
hate the idea of settling down, viewing it as a compromise
They’re constantly waiting for something better around the corner –
which makes them dissatisﬁed and commitment avoidant
SCARCITY - CHOICE
72% admit that they would rather be in a fling rather than
a complicated relationship and 73% admit avoiding
commitment– MTV, Many Me project

15
THE SOUND
WHAT DEFINES THEM?
CONFIDENT ABOUT THEIR
OWN FUTURE BUT fearful OF
AN UNSTABLE WORLD
A growing economy and a secure upbringing boost their anticipation of
a comfortable future. However, it remains at odds with the global
narrative of chaos and turmoil
A financially cushioned upbringing and the safety net of parents helps
Generation Edge believe that their life, career, and place in the world
isn’t under imminent threat. India’s growth story increases their
confidence in a brighter future, with a better standard of living
However, connected as they are to the global social fabric, they cannot
help but be affected by the fearful and chaotic narrative of terrorism,
climate change and political extremes playing out on their screens. This
echoes the fear and uncertainty that was part of their parents’ lives
before the 1990s, and leaves them feeling helpless, out of control, and
cynical about the state of the world
“Life is not like sitting in a car. It is actually the people
who are outside the car. It is hard to survive in the world
and even not only for the people on the street, but even
people like me”– Vibhor

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THE SOUND
WHAT DEFINES THEM?
LOOK FOR INSPIRATION BUT don’t
have role models TO FOLLOW
Trying to mirror the west’s individualistic lifestyle, Generation Edge does not care much for
Indian icons. They want to be diﬀerent from the rest and they prefer picking attributes
from diﬀerent personalities across the globe to build a unique version of themselves
COLLECTIVE - INDIVIDUAL
82% actively seek inspiration in their lives to help make
difficult life decisions– MTV, Many Me project
“What stands out for me is the absence of sweeping
straightforward icons for this generation. They mostly
deny wanting to be like someone specific, they pick and
choose from different people in different walks of life but
mostly want to be the best version of themselves. Their
source of inspiration can be Elon Musk, but also their
cousin who started something of his own”– Vyom
Prashant, Consumer Marketing Lead at Facebook India

THE SOUND 17
WHAT SHOULD YOU
DO?
GENERATION
WHAT DOES THIS MEAN FOR YOUR BRAND?

This generation is highly motivated but lacks inspiration. They need someone to help
them get inspired and show them how things can be done
Secure upbringing, abundant choices, and an optimistic outlook make this generation
unwilling to compromise on finding their passion/purpose. Unlike previous generations,
they are less fatalistic and do not lack motivation, but could use guidance in finding their
path
What does this mean for you?
‣ Inspire or help them find inspiration
‣ As a brand, you can show them a path to take
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THE SOUND
DON’T TELL THEM THAT THEY
CAN, show them HOW THEY CAN
DOERS
NOT
THINKERS
ACCESS TO
ABUNDANCE
AMBITION
Titan Raga’s ad pushes them to believe  
in themselves and not succumb to societal
expectations

This generation is the first to experiment with new ideas and new thinking. They need to
be supported and told that they aren't alone
This generation wants to build individual identities, and make unconventional choices.
However, since they are the first to explore this route without having any role models
they are hesitant. Being part of a collectivist society with set norms and ideas makes it
difficult to walk new roads
‣ Talk about progressive ideas and initiate the journey to change by normalising new thinking
‣ Make them feel like they aren't alone in trying to push conservative boundaries
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THE SOUND
MAKE THEM FEEL LIKE THEY ARE
PART OF a larger movement
LIBERAL
INDIVIDUALISTIC
ACTION-
ORIENTED
Dove’s ‘Change the rhyme’ campaign
attempts to break conventional beauty
standards

Managing and shuffling between multiple personalities often becomes overwhelming
for this generation, and they could use some support in managing the many facets of
themselves
While building their identities this generation has to keep in mind social boundaries
that exist within their cultural context. Thus they constantly display filtered identities
across various social groups
‣ Acknowledge the fact that they do have multiple identities and its okay
‣ Help them explore and express their identity in a way that lets them maintain their filters within each
social group
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THE SOUND
ACKNOWLEDGE AND SUPPORT
THEM IN managing multiple identities
INDIVIDUALISTIC
SELF
EXPLORATORY
FLAUNTING/
DISPLAY
Forevermark’s “Capricci nose pin
collection” ad caters to how the nose pin
can be changed based on different
moods of life

This generation is well aware that every moment in their lives can be scrutinised
and shared. Add to that the fear of an unstable world, and it makes them focus on
the importance of NOW
This is a generation that has grown up watching the world around them change in a
matter of seconds - from play-by-play accounts of terror attacks to a global
recessions, to India’s current entrepreneurial boom. A constantly changing,
turbulent world also makes them unsure about their own future, and they’d rather
experience everything NOW!
‣ Provide novel experiences which make them feel special in the present
‣ Amplify experiences to make them larger than ever before
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THE SOUND
HELP THEM MAKE every moment count
DOERS
PERFORM
PURSUING
HAPPINESS
Cinthol’s “Alive is oﬄine” ad captures the
sentiment of living in the moment and
enjoying things as they come

India’s Generation Edge are coming of age, and they’re doing so in a very different
world than that of western nations
They face fewer economic hurdles, but greater social challenges. They’re confident
and progressive but scared of being outliers in a conservative collective. They’re
raring to go, but unsure of the direction
Influencing and partnering with them in the choices they make now is crucial to
winning their loyalty. If you’d like to find out more about how, get in touch!
info@thesoundhq.com
james@thesoundhq.com
22
THE SOUND
WANT TO KNOW GEN EDGE better?

IMAGE REFERENCES
24THE SOUND
SLIDE SITE
1 http://az616578.vo.msecnd.net/files/2016/07/18/636044138908502794-1393852561_20%20something.jpg
2 http://68.media.tumblr.com/09bb740c43ec7806411a4087f0db6dc6/tumblr_o3jw7suUQw1u3o7quo1_1280.jpg
3 http://data.whicdn.com/images/108688957/original.jpg
4 https://static-ssl.businessinsider.com/image/564def762491f919008b6804-960-720/a-capsule-hotel-in-china-within-the-city-of-qingdao-packs-an-lcd-tv-into-each-of-its-2-by-1-meter-spaces.jpg
6 http://33.media.tumblr.com/766c6f529769a10c7cf1ebab8db552e0/tumblr_ndeivkibmv1qz9u56o1_1280.jpg
7 http://static.tumblr.com/2bac9804fe185e42bdc58f8dc2bd7395/lflhqws/uL5mudhrc/tumblr_static_994629_10200918010364758_287965603_n.jpg
8 http://mommyhastowork.com/wp-content/uploads/2014/01/138.jpg
10 http://www.hercampus.com/sites/default/files/2016/10/31/mom.jpg
10 http://static.boredpanda.com/blog/wp-content/uploads/2015/04/tattooed-parents-34__605.jpg
11 https://secure.static.tumblr.com/4effd29a9dcab532113f15ba18326cb5/p4ooxgz/D61n4sm3v/tumblr_static_jj_project_bounce_classroom.png
13 https://s-media-cache-ak0.pinimg.com/originals/b0/75/d9/b075d9663ac515116418d7072f03ac9d.jpg
13 http://spanish.fansshare.com/gallery/photos/15448160/family-tumblr-photography/?loadimage
14 https://s-media-cache-ak0.pinimg.com/736x/f5/cf/f4/f5cff498f30569870eaa48e722a56856.jpg
16 http://i.huffpost.com/gen/1417814/images/o-TWEEN-MOBILE-facebook.jpg
18 http://millennialmagazine.com/wp-content/uploads/2014/11/Parker-in-the-park.jpg
18
https://www.google.com/search?q=millennials+tumblr&espv=2&biw=1924&bih=872&source=lnms&tbm=isch&sa=X&ved=0ahUKEwieucjttKbRAhUb0IMKHY7AAPwQ_AUIBigB#tbs=isz:lt
%2Cislt:svga&tbm=isch&q=hipster+woman+tumblr&imgrc=L6P3r_RpSxlmfM%3A
20 https://noisey.vice.com/en_us/article/old-hipsters-reviewed-by-new-hipsters
will update after images
finalized

Understanding India's Young Generation Edge

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