BTS | Why Gen Z Is India’s New Consumption Engine And A Boardroom Issue | Special Edition

Generation Z is no longer a trend to be marketed to—it is a force reshaping how Indian companies think about growth, pricing and trust. This video explores why Gen Z has become a boardroom issue, as this digitally native generation prioritises product quality over brand reputation, value over visibility and flexibility over ownership. Far from being disinterested, Gen Z delays commitment until confidence is earned, scrutinising claims, questioning value and switching brands when better alternatives emerge. With strong aspirations for career growth, home ownership and global travel, but cautious attitudes towards credit and spending, Gen Z is redefining consumption on its own terms. For India Inc, winning this generation requires more than speed, scale or storytelling—it demands consistency, transparency and credibility over time.