I am certain Gen Zs are by now sick of hearing about brands wanting to crack the Gen Z code.
But here we are. Publishing reports on the topic. Writing pages on it. And still trying. Trying to understand them.
Gen Z- those born between 1997 and 2012- make up more than 20% of India’s population. They are digital natives, brand skeptics, and culture shapers. They don’t just consume content; they remix it, challenge it, and turn it into movements. For them consumption today is an infinite loop of inspiration, exploration, community and loyalty.
For brands, this isn’t a demographic- it’s a moving target.
As a startup focused on building communities for Gen Z and young professionals, we’ve spent a lot of time decoding what makes this generation tick. We talk to some 23 million of them on our platform. Hence- we know a thing or two of how they think, what they feel and what they do. Here are some of the things that we’ve learned and observed about cracking Gen Z engagement in India.
Don’t sell. Have a conversation instead.
Gen Z doesn’t respond well to hard sells or corporate tones. They want authenticity and dialogue, not pitches. While selling to them is a no, what is even more looked down upon is misselling. Try hoodwinking them for a deal or a quick win, and good luck winning them over.
As a brand, how do you converse with them in that case? Fevicol’s witty memes and pop-culture references (“stuck with you like Fevicol”) which have turned an adhesive brand into a digital darling is a case in point. It continues to work even for this generation. And have conversations which matter to them, while having fun. The Whole Truth and the great work that the brand is doing comes to mind. They bat for a purpose, and have that eye to eye conversation which connects with Gen Zs. Inch perfect.
Use humor, cultural cues, and conversational content to enter a Gen Z’s world. Be human, not a billboard. And even if you make a billboard, please do not try to missell.
If it is not real, Gen Z is out.
Think in communities, not campaigns
This generation isn’t chasing products; they’re looking for tribes. They want to belong, co-create, and be seen. They buy a pair of sneakers from Comet. They take a picture. And expect the brand to put it up in their IG story the same day. Else, good bye Comet, I will move on to Rare Rabbits. Or wow, Gully Labs looks good too, I saw my friend wear it the other day- and they shared his pic on their page the day he bought the Baaz Parni White dance sneakers.
Since they were born in an era of digital overinformation, where they’re constantly inundated with content and information via social media, they consider inspiration and discovery foundational to their experience and even core to who they are.
Some brands have begun turning their followers into product testers and ambassadors. Think what L’Orèal did with Chandni and Alia by bringing them together. A delightful crossover of a follower turning into an ambassador.
Create micro-communities. Give Gen Z tools to express themselves.
Build tools, not walls. Let your community shape your content.
Memes are the New Media
Memes , or as I would like to call them – the hieroglyphics of the GenZ era – aren’t just for laughs- they’re Gen Z’s language for commentary and virality.
I am a big fan of how Netflix India or Amazon Prime India use memes for quick reactions and cultural hooks. A hat tip to the folks at TVF for always killing it at the meme game which connects with the generation brilliantly. They just understand India. They also get this generation- while selling Permanent Roommates, or a Panchayat.
Move at the speed of the scroll. Don’t overthink, just engage.
Purpose is not a campaign, it’s culture
Gen Z sees through performative activism. They want real action.
I was lucky enough to work on a brand as Dove. When Dove talks Real Beauty, it goes to the root of a cultural problem and actually wants to make a difference. Whether it was Real Beauty Sketches years ago, which connected with us young millennials almost a decade and a half ago. To the nofilter campaign now targeting the GenZs – the common thread of the brand’s communication idea remains the same.
Unless you have a brand purpose that is strong and that well weaved into your culture, you shall be called out by this generation.
The purpose isn’t seasonal. Involve real voices, not just influencers. Speaking of influencers, that brings us to a key point in this communication challenge.
Influencers? Yes. But not just the glossy kind.
Mega influencers are losing trust. Niche creators win more loyalty.
Think of Hailey Bieber. Before she launches a product, she comes up with a brand new term as “strawberry girl summer” on her social handles, which begins an instant micro-trend. She then weaves that in her product mix design. Brilliant. Inch perfect.
Creators such as Revant Himmatsingha are doing a great job with a niche which they have found for themselves. However, an overkill around a niche is also a watchout. And that causes Gen Zs to tune out easily.
As a brand, don’t chase clout. Find creators who align with your tone.
Tech is table stakes. UX is trust.
Gen Z won’t tolerate clunky. Nobody cares how you are doing it under the wrapper. The wrapper matters. How clean is your design?
Zepto’s 10-minute grocery delivery feels fast, it is not just fast.
Think of the many logos which have moved towards more minimalism and made themselves more digital friendly. These are subliminal messages which serve as the right cues for the generation. No fluff. Just give me what I want.
Design like your audience has ADHD. Every tap should feel frictionless.
In conclusion
In India, where the youth is not just digital but deeply local and diverse, this takes nuance. Hinglish tweets, regional creators, meme collabs, Discord communities—there’s no single formula. But the rules are clear: Be real. Be relevant. And above all, be respectful of their intelligence.
The Gen Z code isn’t cracked by clever campaigns. It’s cracked by vibe. Perhaps. If you’re trying too hard, you’re already out of the group chat. Good luck being with them.
