About INgene blog : First ever Indian Youth trend Insights blog

About INgene : First ever Indian Youth trend Insights blog:
This blog explores the detailed characteristics of Young-India and explains the finer & crucial differences they have with their global peers. The blog also establishes the theory of “adopted differentiation” (Copyright Kaustav SG,2007) and how the Indian & Inglodian youth are using this as a tool to differentiate themselves from the “aam aadmi” (mass population of India) to establish their new found identity.

The term youth refers to persons who are no longer children and not yet adults. Used colloquially, however the term generally refers to a broader, more ambiguous field of reference- from the physically adolescent to those in their late twenties.
Though superficially the youth all over the world exhibits similar [degree of] attitude, [traits of] interests & [deliverance of] opinion but a detailed observation reveals the finer differential characteristics which are crucial and often ignored while targeting this group as a valued consumer base. India is one of the youngest countries in the world with 60% of its population less then 24 years of age and is charted as the most prospective destination for the retail investment in the A. T. Kearney’s Global Retail Opportunity Report, 2007. With the first ever non-socialistic generation’s thriving aspiration & new found money power combined with steadily growing GDP, bubbling IT industry and increasing list of confident young entrepreneurs, the scenario appears very lucrative for the global and local retailers to target the “Youngisthan” (young-India). But, the secret remains in the understanding of the finer AIOs of this generation. The Indian youth segment roughly estimates close to 250million (between the ages of fifteen and twenty-five) and can be broadly divided (socio-psychologically) into three categories: the Bharatiyas, the Indians & the Inglodians (copyright Kaustav SG 2008). The Bharatiyas estimating 67% of the young population lives in the rural (R1, R2 to R4 SEC) areas with least influence of globalization, high traditional values. They are least economically privileged, most family oriented Bollywood influenced generation. The Indians constitute 31.5% (A, B,C, D & E SEC) and have moderate global influence. They are well aware of the global trends but rooted to the Indian family values, customs and ethos. The Inglodians are basically the creamy layers (A1,A SEC) and marginal (1.5% or roughly three million) in number though they are strongly growing (70% growth rate). Inglodians are affluent and consume most of the trendy & luxury items. They are internet savvy & the believers of global-village (a place where there is no difference between east & west, developing & developed countries etc.), highly influenced by the western music, food, fashion & culture yet Indian at heart.

Sunday, March 1, 2009

Indian youth not acting on climate change

As INgene survey report already stated(http://ingene.blogspot.com/2008/12/eco-consciousness-among-indian-youth.html)that Indian youth are not really eco conscious but becoming eco-trendy or FAKOCONSCIOUS the mumbai based news paper DNA reconfirms the same in their report.

'Indian youth not acting on climate change'
Aidila Razak & Mitaaly NaiduSunday, March 1, 2009 11:23 IST Email

Ahmedabad: The youth in India are aware of the seriousness of climate change and their responsibility as contributors, but fall short on a call for action, said a survey commissioner by the British Council last October. The survey focused on the attitude of urban Indian aged 18-35 years towards climate change and encompasses Bangalore, Delhi, Kolkata and Mumbai.

According to Saswant Bandyopadhyay, head of environmental planning at Cept University, this trend was also observed in the youth in Ahmedabad. "I was recently part of an event where we tried to engage the students of a notable commerce college in the city to collaborate on a project addressing climate change. At the end of the event, a couple of them stood up and told me: 'We find the environment a boring subject as it's always about someone telling us what we can't do'," he said.

Speaking at an event organised by British Library at the Cept campus on Saturday, to illustrating the results of the survey, young entrepreneur Siddhartha Jaiswal, co-founder of Joos, echoed Bandyopadhyay's sentiments. He said there was still a lack of urgency in the youth regarding climate change.

Using the urgency/importance quotient of Stephen Covey, the bestselling author of The Seven Habits of Highly Effective People, Jaiswal said, "Young people are putting climate change in the wrong box, thinking it highly important but not very urgent."

Using Stephen Covey's urgency/importance quotient, the co-founder of organic food start-up, Joos said, "Right now, young people are putting climate change in the wrong box, thinking it is highly important but not very urgent. The issue has already moved to the high importance-high urgency box, but are we ready to make that shift?"

This is a very pertinent question not just for youth but for India as a young and developing country. According to Director of Centre for Environment Education, Kartikeya Sarabhai, the western model of development and industrialisation has led to most of the world's environmental problems. "As a young nation, we are able to look at the mistakes of developed countries as well as their efforts to rectify these mistakes. We can choose to follow the same model, or we can follow what is called leapfrog development, where we go straight to a more sustainable model," said Sarabhai who also chaired the discussion n Saturday.

The complete results of the survey will be fully accessible to the public within the next month.


1 comment:

Maald said...

For those not ready to turn LOOSE

Mothers Against 'Loosers'