It took one shake-up in an otherwise relatively sleepy mountain kingdom to make the world take notice of the most powerful grouping of humans in any society – Gen Z. The recent protests in Nepal, which led to the toppling of the government, all happened because the younger generation took matters into their own hands – all because the government took away their internet. Imagine, politicians once feared angry farmers with pitchforks. Now, they have to fear angry teenagers with ring lights.
(Lesson #1: Never take away young people’s internet.)
Since then, even in India, there’s been massive buzz about our own Gen Z. Experts are trying to analyze and figure out what India’s Gen Z is up to, and what they will do next. Are they happy? Or is there a collective frustration we aren’t aware of?
Gen Z is often defined as people born between 1997 and 2012, or at the time of writing this, people between the ages of 13 and 28. Often not taken seriously in terms of holding decisive power, this Gen Z is still courted constantly. Brands, entertainers, media persons, teachers, politicians – almost anyone who requires mass Gen Z support – tries to get them on their side. Gen Z is always being wooed. The latest high-profile attempt is Rahul Gandhi’s direct outreach to Gen Z. Only time will tell if it is successful, but from a political strategy point of view, it makes sense. Not only is Gen Z large in numbers thanks to India’s demographics, they are digitally connected, always in conversation, and capable of driving big change.
However, for brands or politicians, it is not easy to win over Gen Z. Many have tried to crack the code and failed. Worse, some have invited Gen Z’s wrath. And hell hath no fury like Gen Z scorned. They will meme you, cancel you, destroy your business model, make you lose elections, tank your movie, and – as happened in Nepal – even topple a government.
So, acknowledging that there is no formula to ‘crack’ the Gen Z code, here are six broad guidelines for those brave enough to attempt it.
1. Respect Their Intelligence
Yes, I get it. It’s hard not to judge when you see Gen Z communicating in emojis instead of full sentences. Or when they binge-watch reels for hours. Or go crazy over some random Korean show or Labubu toys. But they are smart. They grew up with Google by their side, and now they even have ChatGPT helping them out.
Gen Z’s intelligence may not be about mentally solving 17 multiplied by 13 in seconds. Instead, it lies in sourcing whatever they need to solve a problem quickly. They can arrange a trip, organize deliveries, figure out who’s trying to seduce them with fake words and misleading data (they can fact-check fast, you see), and generally use the power of the internet – and now AI – to get whatever they want. This is something older generations cannot do.
Sure, a big portion of Gen Z isn’t made up of the smartest cookies in the basket. But that’s true of every generation. By definition, half the people in any generation are below average. That doesn’t change the fact that a large part of Gen Z is very smart. Which brings us to the next point.
2. Be Real
I can’t tell you how many times brands try extra hard to “be cool” to fit in with the young crowd. Usually, it’s an uncle-type brand manager, clueless about Gen Z, trying desperately to connect. Politicians, too, should be careful with token gestures and empty symbolism aimed at Gen Z.
Merely dressing young, using Gen Z slang, and saying “I love the youth” while hoping to win them over is delulu. Don’t know what delulu means? You’re clearly not Gen Z.
What actually works is authenticity – not manufactured authenticity, but genuine, vulnerable authenticity, where a brand, entertainer, or politician is willing to show their limitations and imperfections alongside their strengths.
3. Talk With Them, Not At Them
Older generations have a tendency to lecture the young. To wag a finger and say, “You know so little; we have figured it all out.” Honestly, we haven’t. Older Indians suffer from diabetes, heart disease, and other health issues. Most cannot afford homes. We still don’t have pothole-free roads. Yet we love to pontificate to Gen Z, which switches off the moment it senses one-way, top-down communication.
Gen Z is constantly in conversation with each other – not just directly, but through comments, DMs, and memes – across Instagram, Reddit, Discord, X, and more. If you want to engage with Gen Z, talk to them. As the saying goes: don’t baanto gyaan, yahan sab gyaani hai.
4. Be Progressive (or at Least Don’t Be a Dinosaur)
Most older Indians are quintessential uncles and aunties, steeped in regressive values that are out of place for Gen Z. Many still disapprove of dating (and not just in metros – think Tier II, III, IV cities and rural areas too). Many are sexist, bigoted, dogmatic, and simply out of sync with modern values.
Gen Z has its own value system – more inclusive and forward-looking. Anyone trying to win them over stands zero chance if they cling to regressive beliefs.
5. Speak Fluent Digital
Do you know Gen Z’s language? It isn’t Hindi, English, or any regional tongue. It’s digital.
If you want to connect with Gen Z, you need to speak fluent digital. If you think you’re too old to learn how to communicate on social media, then forget about Gen Z altogether. If you can’t speak their language, you have no hope.
6. Use Humor
Gen Z loves memes, satire, and humor that cuts through the noise. If you can laugh at yourself, they’ll probably like you. If you try to scare them, control them, or dismiss them, they’ll roast you into oblivion (again, ask Nepal).
Politicians: jokes land better than jibes or threats.
Entertainers: don’t punch down.
Brands: stop being so serious all the time.
Gen Z is the most powerful social and political force in the world today. India is no exception. Winning them over isn’t easy, but it isn’t impossible either. A little respect, genuine care, and true authenticity can go a long way.
India’s Gen Z is patient, light-hearted, gentle, and relatively happy right now. Let’s hope they stay that way.