Given that boomers, Gen X are the global terms, most of the literature on generational shifts is western. We tried to piece together a view across generations – via our work across cohorts – for the Indian consumers.

There have been dramatic shifts socio-culturally, in our economy and infra in these last decades.

• Many boomers have successfully adapted to the new world with their kids; sampling consumerism, living it up via travel, Insta and enjoying new experiences. 

• Gen X is facing a unique challenge. Many expected to be at the peak of their careers but need to reinvent their lives and careers.

• Gen Y are the cusp of change – are most easily able to navigate the world of their parents and kids. Are finding themselves most in-demand career wise.

In our work with Youth, we can see:

• Gen Z’s impatience, the restlessness, the lack of anchors but also the purpose, the self-expression.

• The digital fatigue is also palpable. Unlike Gen Y or Millennials who adapted digital to add convenience, for Gen Z’s life is digital, leading to all kinds of issues. One may have 1000 followers but not a soul to really talk to.

• FOMO may be the dominant theme for Gen Z but we can see the shifts towards JOMO (Joy of Missing Out) and foresee a shift towards deeper, more meaningful engagement in a few things as Gen Alpha pivots and learns to cut the noise. 

In sum:

• Boomers (61-79): Fought for basics; hence value resilience, loyalty. Their world revolved around stability.

• Gen X (46-60): Balancing peak careers and change. Driven by autonomy, wary of unfulfilled potential.

• Gen Y / Millennials (31-35): Digital natives seeking impact over image, fear being irrelevant.

• Gen Z (16-30): The Now generation, often purpose-driven, self-expressive, and fatigued by digital overload. FOMO runs high.

• Gen Alpha (15 & under): AI-natives growing up in an on-demand world, value co-creation, and are heading towards JOMO.

What has been your experience of working with; living with or selling to various generations?