Satya Tirtharaj Ghosal | Mumbai |
Gen Z, a generation born between 1997 and 2012, are often described as “digital natives”, having grown up in the smartphone era. In India, Gen Z comprises a massive demographic force of around 377 to 380 million people, making them the largest generation in the country.
Gen Z present themselves as expressive and communicate their thoughts no matter how bitter or harsh the truth may be. Their thoughts are believed to be much more volatile than their predecessors, the Millennials, and are sometimes misunderstood for their actions.
Though for Gen Z elections don’t hold much importance, this bloc of voters will definitely be a force that will help shape the political destiny of the four states and one Union Territory going to the polls this month – West Bengal, Kerala, Tamil Nadu, Assam and Puducherry.
Gen Z are unafraid to question outdated systems, or challenge inherited injustices. Making fun of everything is a security mechanism for their traumatic experiences in their lives. The upcoming election may hold importance for other generations, but for Gen Z enjoyment should be the primary focus. Many among them are entering the electorate with perspectives shaped by globalization, anxiety, and economic uncertainty.
Accounting for roughly 27% of the national workforce, Gen Z drive an estimated 43% of total consumer spending, valued at about $860 billion in 2024–2025, making them a formidable force indeed.
Unlike the previous generations, Gen Z does not rely on traditional forms of political communication such as newspapers or television debates. Instead, their primary sources of political information are platforms like Instagram, YouTube, and X (Twitter). Thus, keeping in mind this important segment, political messaging has undergone a transformation which includes short-form videos, memes, and influencer-led campaigns.
As these forms of content and strategy now play a crucial role in shaping opinions of the younger generation of voters, this shift has democratized political discourse to some extent. Gen Z are not just passive recipients of information; they actively create, share, and critique content in the digital sphere, unlike older generations who expressed their views in the physical presence of others.
Since their voting behaviour is less tied to traditional loyalties such as caste or party affiliation, they are more influenced by performance, accountability, and issue-based politics.
In a country like India where a significant portion of the population is under 30, Gen Z’s electoral participation could prove decisive in policy directions.
Keeping in mind this large and influential section of the electorate, political parties are moving to engage Gen Z, with more focus on digital campaigns and also by utilizing social media influencers to reach out to the youth. Political parties are investing heavily in digital outreach to capture the attention of this generation of digital natives.
However, this digital-first engagement comes with its own set of challenges. The spread of misinformation, algorithm-driven echo chambers, and the blurring of fact and opinion have made it increasingly difficult for voters to distinguish credible information. Soubhit Mondal (21) says, “Gen Z try to add humour in it; you will see a lot of memes and criticism reels are being made by the Gen Z, but I feel there are many people on the internet who don’t check and get misinformed on the political part.” Hence, media literacy has become an essential skill for Gen Z voters to navigate the political landscape these days.
Opportunity & Uncertainty
If Gen Z is politically energized, it is also economically cautious. This is due to a period marked by instability and transformation created by the aftermath of the COVID-19 pandemic. Rising inflation and global economic disruptions have created a challenging environment for young people to enter the workforce.
In India, despite higher levels of education compared to previous generations, many young people struggle to secure stable and well-paying jobs. The mismatch between academic training and the requirements of industry further complicates the transition from education to employment. Soubhit Mondal adds, “Education is one thing and Experience is one. A work place has a certain way of working. Now, a person going for education can get insights and real experience from industry professionals, but only a short replica can be made, as exact copying of work is not possible for an institute.”
Globally, Gen Z are more likely to engage in non-traditional forms of work. Many individuals begin investing at an early age, exploring avenues such as stocks, mutual funds, and even cryptocurrencies.
Moreover, Gen Z consumers are influencing broader economic trends. Their purchasing decisions are often guided by values such as sustainability, ethical production, and social responsibility. Vincent De’ Souza (21) says, “Take Nike as an example, you know the logo and you know the tagline. I don’t even need to say it, that is such an inspirational thing that people actually enforce the tagline in the lives,” referring to Nike’s famous tagline “Just Do It”.
Brands that fail to align with these values risk losing relevance among young consumers.
Transformation of Jobs and Corporate Norms
The impact of Gen Z is being felt in workplaces. As they enter the job market, they are bringing with them a set of expectations that challenge traditional corporate norms.
They prioritize workplaces that offer meaningful work, opportunities for skill development, and a healthy work-life balance. Mental health, in particular, has become a central concern, with young employees advocating for supportive work environments and access to resources.
Large corporations like Google, Amazon, and Infosys have begun to adapt to these expectations. Initiatives focused on diversity, inclusion, mental health support, and employee well-being are becoming increasingly common. At the same time, Gen Z employees are more vocal and assertive than their predecessors. Soubhit Mondal further added, “Transform a workplace for the new generation. It just paves a way to access for the new generation to take lead in the workplace. I think evolving a workplace is a good thing.”
They are willing to question authority, challenge workplace policies, and advocate for change. This has led to a shift in organizational culture, with companies pushing for greater transparency and accountability.
In a rapidly volatile job market, Gen Z recognizes the importance of upskilling and reskilling, giving emphasis on continuous learning. However, this transformation is not without friction. Employers often express concerns about job hopping, perceived lack of loyalty, and high expectations among young workers. Bridging this gap requires mutual understanding and adaptation from both employers and employees.
A Generation at the Crossroads
As Gen Z continues to grow in influence, its impact will extend far beyond its own generation. Governments, businesses, and institutions must adapt to the expectations and realities of this demographic.
For policymakers this means addressing issues such as unemployment; education reform and digital regulation. For businesses it requires rethinking strategies related to hiring, workplace culture and consumer engagement. For society as a whole, it involves recognising the unique perspective and contribution of a generation that is poised to lead.
The upcoming years will define a period for Gen Z. Their choices at the Electronic Voting Machines (EVMs), in the market place and within organisations will shape the trajectory of economies and democracies alike.
In many ways, Gen Z stands at a crossroads. Equipped with digital tools, driven by a desire for change, and confronted with unprecedented challenges, they are both products of their time and architects of the future.
Gen Z, a generation born between 1997 and 2012, are marked by being “digital natives,” known for their fierce stand on mental health, self-importance, and being socially diverse. Born in an era of smartphones, they are racially diverse. Gen Z present themselves as expressive and communicate their thoughts no matter how bitter or harsh the truth may be to gulp. Their thoughts are believed to be much more volatile than their predecessor, the Millennials, sometimes misunderstood for their actions. The previous generations were not as expressive as Gen Z, often termed as “richness of creators” and outwardly thinkers.
For Gen Z, elections don’t have much importance since their primary goals are to create reels or make casual remarks. Though the importance of elections is not ingrained in the Gen Z mind, they do oblige the rules. For Gen Z, making fun of everything is a security mechanism for their traumatic experiences in their lives. The election may hold importance for other generations, but for Gen Z, enjoyment should be the primary focus.
India currently has an estimated 37.7 crore Gen Z population, and many are entering the electorate with perspectives shaped by globalization, anxiety, and economic uncertainty.
Unlike the previous generations, Gen Z do not rely on traditional forms of political communication such as newspapers or television debates. Instead, their primary sources of political information are platforms like Instagram, YouTube, and X (Twitter). Thus, political messaging has undergone a transformation which includes short-form videos, memes, and influencer-led campaigns.
As these forms of content and strategy now play a crucial role in shaping opinions of the younger generation of voters, this shift has democratized political discourse to some extent. Gen Z are not just passive recipients of information; they actively create, share, and critique content in the digital sphere, unlike older generations who expressed their views in the physical presence of others.
Campaign strategies have adapted, with political parties investing heavily in digital outreach to capture the attention of this generation of digital natives.
This digital-first engagement comes with its own set of challenges. The spread of misinformation, algorithm-driven echo chambers, and the blurring of fact and opinion have made it increasingly difficult for voters to distinguish credible information. Soubhit Mondal (21), “Gen Z try to add humour in it, you will see a lot of memes and criticism reels are being made by the Gen Z, but I feel there are many people on the internet who don’t check and get misinformed on the political part.” Hence, media literacy has become an essential skill for Gen Z voters to navigate the political landscape these days.
Since their voting behaviour is less tied to traditional loyalties such as caste or party affiliation, they are more influenced by performance, accountability, and issue-based politics. In a country like India, a significant portion of the population is under 30; Gen Z’s electoral participation could prove decisive in policy directions.
Opportunity & Uncertainty
If Gen Z is politically energized, it is also economically cautious. This is due to a period marked by instability and transformation created by the aftermath of COVID-19. Rising inflation and global economic disruptions have created a challenging environment for young people to enter the workforce.
In India, despite higher levels of education compared to previous generations, many young people struggle to secure stable and well-paying jobs. The mismatch between academic training and industry requirements further complicates the transition from education to employment. He further said, “Education is one thing and Experience is one. A work place has a certain way of working. Now, a person going for education can get insights and real experience from industry professionals but only a short replica can be made but exact copying of work is not possible for an institute.”
Globally, Gen Z are more likely to engage in non-traditional forms of work. Many individuals begin investing at an early age, exploring avenues such as stocks, mutual funds, and even cryptocurrencies.
Moreover, Gen Z consumers are influencing broader economic trends. Their purchasing decisions are often guided by values such as sustainability, ethical production, and social responsibility. Vincent De’ Souza (21) said, “Take Nike as an example you know the logo and you know the tagline I don’t even need to say it that is such an inspirational thing that people actually enforce the tagline in the lives.”
Brands that fail to align with these values risk losing relevance among young consumers.
Transformation of Jobs and Corporate Norms
The impact of Gen Z is being felt in workplaces. As they enter the job market, they are bringing with them a set of expectations that challenge traditional corporate norms.
They prioritize workplaces that offer meaningful work, opportunities for skill development, and a healthy work-life balance. Mental health, in particular, has become a central concern, with young employees advocating for supportive work environments and access to resources.
Large corporations like Google, Amazon, and Infosys have begun to adapt to these expectations. Initiatives focused on diversity, inclusion, mental health support, and employee well-being are becoming increasingly common. At the same time, Gen Z employees are more vocal and assertive than their predecessors. Soubhit Mondal further added, “Transform a workplace for the new generation. It just paves a way to access for the new generation to take lead in workplace. I think evolving a workplace is a good thing.”
They are willing to question authority, challenge workplace policies, and advocate for change. This has led to a shift in organizational culture, with companies pushing for greater transparency and accountability.
In a rapidly volatile job market, Gen Z recognizes the importance of upskilling and reskilling, giving emphasis on continuous learning. However, this transformation is not without friction. Employers often express concerns about job hopping, perceived lack of loyalty, and high expectations among young workers. Bridging this gap requires mutual understanding and adaptation from both employers and employees.
A Generation at the Crossroads
As Gen Z continues to grow in influence, its impact will extend far beyond its own generation. Governments, businesses, and institutions must adapt to the expectations and realities of this demographic.
For policymakers this means addressing issues such as unemployment; education reform and digital regulation. For businesses it requires rethinking strategies related to hiring, workplace culture and consumer engagement. For society as a whole, it involves recognising the unique perspective and contribution of a generation that is poised to lead.
Upcoming years will define a period for Gen Z. Their choices in the Electronic Voting Machines (EVMs), in the market place and within organisations will shape the trajectory of economies and democracies alike. In many ways, Gen Z stands at a crossroads. Equipped with digital tools, driven by a desire for change, and confronted with unprecedented challenges, they are both products of their time and architects of the future.
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