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.

Wednesday, May 11, 2011

Indigenious Trendsetters report- INgene co created

“Trendsetters are innovators in term of product adaptation, and reference in term of lifestyle”
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Indigenous Trendsetters From Middle East to Far East
Middle East Trendsetters

Tarek Kasser, CEO of Young Berry Agency (Lebanon)

Trendsetters lifestyle differs from the rest of the mainstream and this is how they want to position themselves, whether they understand "personal branding" or not

Trendsetters in the Middle East are looking for various things, could be one or all the below:

1. Social Status - trendsetters majorly want to be positioned better among peers and rest of the community. They love their lifestyle by being the first and unique.

2. Empowered Voice: trendsetters are confident people of what they say and want their voice to be empowered by being able tostate their opinions to the brand managers.

3. Access: trendsetters want access to the newest and latest trends in the U.S. and Europe (Fashion: New York, L.A. and Paris). Access can help even brand managers and agencies identify whether they are still relevant to the youth culture.

Noor Al Naimi

Fashion Trend in the Middle East:

Noor Al Naimi: http://celebs-style.blogspot.com
India Trendsetters

Kaustav Sengupta, Research Head of INgene (India)

"Eco-cool" and the "Fakoconsciousness":
A strong emerging trait of young influencers in India at SEC1 cities… to show off that they are ecologically conscious!
This is a characteristic which INgene coined as “fakoconsciousness” : a process of faking oneself as ecologically and socially active to remain “cool” among peers (when the on-ground observations states a different scenario).

Emerging “DIY” initiatives among In‘glo’dians
In contrast to the traditional “get it done” attitude of affluent class in India, the In’glo’dians are embracing more DIY to remain “alternative” and “personal”.

BB babies vs. iphoneIn‘glo’dians
There is a strong emerging difference among various categories of young and young adult segments in India. The Neuvo riche Indians in their 20’s and 30’s are opting for Blackberry where as the “alternative” cool In’glo’dians are moving towards iphone latest version. The aspiring “Indian” categories of youth are opting for BB look alike. The “Bharatiyas” are buying Chinese fakes, “no name/low- branded” local made mobiles.

Narcissism grows
The digital liberty is making this generation more and more narcissous….showing of self is rampant, virtually (in a country with strict social norms, offline)
Indonesian Trendsetters

Muhammad Faisal, Executive Director of YouthLab Indo (Indonesia)

Digital VS Grass root
Indonesian trendsetters emerge from 2 different universe, the digital and the grass root world:
Digital influencers are the young people who are actively shouting their opinion on a wide range issues, from economic, eco-green, politics, to celebrity gossips. They came from diverse background, although most of them are creative worker or academician. They have massive follower on social media and engage with them almost 24/7.

The Grass root trendsetter are youths who specialized themselves in a particular hobby such as lomo camera, fingerboard, music, fashion, surfing, or fixed gear. They’re more active offline than online. They love to ‘nongkrong’ or ‘kopdar’, which means ‘hangout’ or ‘having a coffee break’. This type of trendsetters are the leader when it comes to creating a social currency.

Creating Public Spaces
Because the youth center aren’t really working as it suppose to be in urban cities and almost all youth public facilities dated back to the 70’s. Trendsetters now also take part in creating new public spaces, or rejuvenating old ones as a decent place for youth.
‘Build this city’ - http://www.youtube.com/watch?v=n351T8SP9rs
Is a one of the many example of how a community of youth trendsetters (unkl347) invest in creating a space for youth.

Read the Trends, Ride with Us
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For More Insights, Log on to www.enterthelab.com

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