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, November 23, 2012

Children in India are more interested in saving the envornment- Childfund study

While the prior study by INgene (in 2008 ans 2011) among youth (17 to 23years) enlighted us that the eco friendliness is till a 'fakoconsciousness', kind a 'eco cool' but the recent study among the chindren (10- to 12-year-olds) by Childfund brought is much brighter picture.

Here's the report :

Indian children are more interested in protecting the environment from ill-effects of climate change than their counterparts the world over and are concerned about lack of proper sanitation and drinking water, according to a global survey on children's hopes and fears.

The survey on the hopes, aspirations and fears of the future generation also found out that children are "deeply concerned" about pollution and other environmental hazards, with more than a quarter of children in India wishing to make a difference through planting more trees.

The survey conducted on 6,200 (10- to 12-year-olds) children in 47 countries by ChildFund said 27 percent of Indian children, more than the global average of 22 per cent, are interested in contributing to environment by planting more saplings.

The third annual Small Voices, Big Dreams global survey, commissioned by the ChildFund Alliance and compiled by GfK Roper, found that 10- to 12-year-olds from Africa, Asia and the Americas put an overwhelming emphasis on their schooling, have lofty aspirations for their future and have personally experienced such natural disasters as drought, flood or fire.

"While one-third of children around the world cited pollution as the environmental problem they worry most about, 21 percent Indian kids said lack of sanitation worries them the most, followed by pollution (17 percent), lack of drinking water (14 percent) and deforestation (11 percent)," said the survey.

 “The Small Voices, Big Dreams survey is an ambitious, comprehensive undertaking, carried out largely on a one-on-one basis with children in literally every corner of the globe,” said Anne Lynam Goddard, president and CEO of ChildFund International, which is a member of the Alliance. “Although often overlooked and discounted, theirs are important voices. Their perspectives not only help validate the work we are doing on a community level, but also guide us in ways that can enhance our capacity to help improve the lives of children in a self-sustaining way. While this survey is global in nature, the findings provide value on a very human level.” This year, children were surveyed about their hopes, dreams and fears, as well as their thoughts on the environment.

Dola Mohapatra, National Director of ChildFund India, said the results suggest that Indian children are not very happy with the environment which they have inherited from us.

Consistent with their emphasis on education, a majority of children in developing countries, when asked what they wanted to be when they grew up, responded with professions that require a college education, with doctor (27%) and teacher (24%) as the top answers.

For the first time, this year's survey included some questions related to the environment. While the survey found that at least one in three children from developing countries has experienced drought (40%), flood (33%) or forest/bush fire (30%), their biggest ecological concern was not a natural disaster but the growing threat of pollution to the environment. One in four children (26%) cited various forms of pollution as the environmental problem they worry about most, edging natural disasters, named by 23 percent of children in developing countries. One in three children (33%) in developed countries singled out pollution as their most-pressing environmental concern.

When asked what one thing they would do to change the environment around their community, 28 percent of children in developing nations said they would plant more trees and build more parks. A similar number (29%) of children in developed countries said their top priority would be to reduce or stop littering.
As for their fears, the top answer among children in both developing (29%) and developed (21%) countries was the same: animals.

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