41st anniversary of The Times of India, Bengaluru: Generation Z is reshaping Bengaluru's social fabric

Time of India

20-07-2025

Bengaluru's social landscape is being reshaped by Gen Z, a digitally native generation prioritizing independence, sustainability, and unique experiences. This group, comprising 377 million individuals in India, favors renting over owning and supports eco-friendly brands.
By
PriyaC.Nair
Generation Z, often referred to as Gen Z, is revolutionising the social landscape of Bengaluru. They are redefining norms and making a significant impact on the communities they live in.
Gen Z includes individuals born between 1997 and 2012 — digital natives who grew up during a time of technological advancements, socio-economic transformations, and increased global connectivity.
According to the BCG-Snapchat report titled 'The USD Two Trillion Opportunity: How Gen Z is Shaping the New India', Gen Z is a rapidly growing demographic in the country, comprising 377 million individuals. This group is expected to be a major driver of consumption growth, with projections indicating they will contribute $1.8 trillion in direct spending by 2035.
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Genesis of Gen Z
Kumar Rajagopalan, CEO of the Retailers Association of India (RAI), describes the characteristics of Gen Z in India: 'They value independence, sustainability, unique experiences, social engagement, and innovation. Gen Z tends to favour renting over owning — from wardrobes and gadgets to homes — opting for access rather than accumulation. They prioritise eco-friendly, purpose-driven brands and are willing to spend more to support sustainability.
Their lives unfold online, as they share every experience and purchase on social media. Also, they manage their finances early, using trusted digital tools for saving and investing.'
Numerous studies and surveys have been conducted to understand the characteristics and spending habits of Gen Z. Amit Misra, CEO, MSL South Asia, shares insights from their survey 'Make Way for Bharat Z'. According to the study, Gen Z is leading the digital spending wave.
'Over 55% prefer online platforms for discretionary purchases, compared to just 14% who shop offline. Whether booking travel, ordering food, or subscribing to OTT platforms, they are digital-first and highly discerning in their choices,' says Misra.
Sharing insights on Gen Z's shopping behaviour, Suman Saha, CXO, House of Brands and FWD, Myntra, says it is defined by a sharp eye for trend-meets-value. 'As early professionals or college students, these digital natives actively seek stylish yet pocket-friendly finds.
We have seen strong traction for value-driven offerings such as denims priced at ?299 or buy two dresses at ?799. These deals witnessed a fivefold increase compared to regular constructs during a recent End of Reason Sale (EORS),' adds Saha.
'Need is the primary factor influencing their spending decisions, while 90% emphasised 'value for money' as a key consideration. Only 12% are influenced by celebrity endorsements.
On the other hand, 67% are influenced by word of mouth from family and friends, and 45% turn to their social media networks,' shares Misra.
Gen Z's Consumer Code
According to experts, Generation Z is reshaping the consumer landscape. Their values and behaviours influence their spending patterns; hence, retailers and other sectors need to change the way they engage with this generation.
'Social media activation, through creator tie-ups, shoppable posts, and livestreams, is key, given that nearly 80% of Gen Z shoppers explore or make purchases on social media platforms. Fast, seamless shopping journeys supported by personalised recommendations and clear brand values will help retailers stand out and connect meaningfully with this generation,' suggests Rajagopalan.