This article is part of a Spotlight series on India's Gen Z. Read more
If there is one generation that attracts the curiosity and judgement of marketers like no other, it is Gen Z!
There are gigabytes on the internet about them – their psychology, their media behaviour, their brand preferences. But how well do we know them?
We are told that they crave unique and innovative expressions of themselves. Yet, they end up getting inspired by the same trends, making the “different” the norm. For example, Jordans and iPhones. We read that they are an inclusive generation, yet...