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.

Friday, October 2, 2009

Love, relationship and Indian youth - A survey

Gaurav and team did a survey among Indian youth to find the recent trends in Love & relationship.

The details being given below.

Kaustav SenGupta

73% of the people believe commitment as to be the first and the foremost part of love when asked in a closed answer but again when asked in an open ended question as to what are their expectation from their partner, only 5% of the people says that they want their partner to be committed because with the changing trend 30% of the people prefer their partner to be understanding and 24% want to be honest.

Again 51% of the people still believe in emotional reason to be the reason for falling in love but the trend is changing as 28% of the people think being physical to be the reason for falling in love

Now a days, people are becoming more self cantered and don’t bother much about the society as they gave society as to the 4th preference in their life1st being family as 53% of the people believe family as their first preference and 39% voted career as second preference. Love comes as 3rd preference with only 8% voting. Hence the priority of life for Indian youth remains as family and career.

With the increase in exhibitionism everyone wants to be different and everyone wants to be accepted by the society therefore talking about the change in the definition of love, 21% of the people believe that love is just a status symbol and 19% think that people are more towards physical needs then towards emotional, reason being westernisation as said by 24% of the people and then love being the social symbol 22% of the people said society plays an important role in changing the definition of love.

Love is changed or it is just the perception of people changed, this question runs in everyone’s mind because now people also suffer from side effects of love as 24% of the people think it leads to emotional breakdown of the person and it makes the person to do a lot of compromises but still people being very conscious towards their career only 8% believe that it distract a person from the path of making his career.

Again asking in the nutshell about the change in love in its true sense 60% of the people said that love is not changed .so, this clearly shows that today’s youth is confused who wants to get true love but in a modified version which should be suitable to their needs and demand, and which be spacious enough so that they can move on without making any compromise and without taking responsibilities but again as they move on stread of life towards making their career and so called “LIFE” they feel someone to be their but no one is ready to make compromises and no one wants the to change and because of the availability of multiple options no one even cares, but somewhere down the track everyone wants someone and love has not changed as stated by 60% of the sample’s population.

Trends to follow...

The mythology of romantic love will continue to hold sway, at least over the young greenhorns / inexperienced.

More couples will decide to live together without getting officially or legally married.
They will be free to create their own relationship contracts— written or unwritten.

Renewable marriages will become more common. The relationships will be agreed to last for a certain duration, after which they will either expire or be renewed.

Same-sex marriages will become more common and less controversial, Gay and lesbian couples will feel free to make their relationships open and public. Many states and countries will legalize same-sex marriage.

For those people who have transcended the threat of jealousy, loving more than one person at the same time will become more common. (POLYAMORY)

The minimum age for falling in love will decrease as people are moving more towrds exhibitionism.

More possessiveness and more commitment among the couple if they decide to marry each other, definitely people become choosy about their partner but once decided they will become very much possessive.

Copyright : INgene & Gaurav, Chennai-India

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