Latest news with #GenZs
Time of India
19 hours ago
- Business
- Time of India
What Gen Z really wants: Local labels, global dreams, and AI that saves time
The second ET Snapchat Gen Z survey reveals key insights into this generation. It examines their values, preferences, and how they are reshaping the business world. The survey explores their personal lives, professional goals, and financial habits. Social media plays a vital role in their brand discovery. The study also highlights their preferences for e-commerce, fashion, and streaming platforms. Tired of too many ads? Remove Ads Tired of too many ads? Remove Ads Tired of too many ads? Remove Ads The second edition of the ET Snapchat Gen Z survey is now out, capturing new insights gathered during the second quarter. It picks up from where the Q1 index left off, harnessing a significant amount of key additional data that offers a clear peek into the Gen Z life code -- how they view the world around them, and how their values, preferences, perspectives and ethos are changing the business landscape in a substantial ET Snapchat Gen Z Index for Q2 takes a look at Gen Z across age brackets and by gender, offering a more layered look into how they think, behave and consume. What emerges is a clearer picture of Gen Z as a generation grounded in personal values, digital influence and practical expectations -- all of which are shaping markets and trends in real survey respondents in this round are all aged between 18 and 28. Each owns a smartphone and is active on social media. Responses were collected in both metro cities and Tier 1 towns. Metropolitan centres like Mumbai, Bengaluru and Delhi featured in the Q2 index alongside Tier 1 towns such as Patna, Jaipur and index, powered by globally renowned research agency Kantar, primarily looks into how Gen Zers manage their personal lives, professional goals and financial habits. It also seeks to evaluate how they respond to brands and what drives their loyalty. The survey's basic objective is to understand what makes Gen Z tick, and how businesses can Q2 survey looked beyond behaviour, tapping into Gen Z's mindset. It explored how they interact with culture, career goals, entertainment, and last but not least, fantasy sports. A major theme of the survey was their evolving connection with brands — from preference to was found that social media plays a central role in their brand discovery process. A striking 89% use it to share and seek opinions. Influencers matter -- 83% say they try new brands based on influencer prod, while 85% follow trend-focused accounts for updates and Gen Z, endorsements by celebrities do carry weight. Six out of ten trust recommendations from celebrities, the survey 70% of Gen Zs value input from those with a strong follower base on soial media, 85% prefer influencers who are "real" over those who do polished names no longer are the primary driver of buying decisions. For most Gen Zers, authenticity holds more value than labels, our survey 78% say they are open to newer or niche brands, 86% prefer brands that resonate personally or carry more meaning for their social a strong preference for homegrown brands. A notable 91% feel proud to support Indian labels. However, this doesn't come at the cost of global appeal -- 67% also aspire to own international luxury products. Moreover, 86% of respondents embrace cultural diversity and welcome the way global influences shape Indian isn't just a tool — it's seamlessly woven into how Gen Z navigates daily life. A vast majority — 81% — say they use Artificial Intelligence or Augmented Reality regularly. For 32%, it's a supporting tool in their studies, with that number rising to 44% among a quarter of those surveyed have adopted AI for use in their professional/work approach, however, remains utilitarian -- it is less about novelty and more about efficiency. Like the index puts it in perspective: "I don't need AI to blow my mind. I just need it to save me time."The latest survey also reviewed Gen Z preferences across multiple areas. These included their choice of ecommerce platforms, fashion labels, mobile phone brands, beauty products, food delivery services and streaming platforms. In this round of the index, gender was included as a key variable in identifying shifts in brand Z is clear-eyed about what they want -- whether it's brands, platforms, careers or entertainment. They blend aspiration with action, tradition with experimentation. And brands looking to connect with them would do well to tune in -- ecommerce sites, Amazon resonates more with Gen Z men than women. Flipkart follows closely, with a male skew there as well. Myntra appeals more to women. Nykaa, despite its strong business and identity, struggles to register as an ecommerce platform in general recall — especially among it comes to beauty, brand preference is anything but uniform. Both men and women name names like Lakme, Mamaearth, Nykaa and L'Oréal among their top picks. The pecking order differs depending on gender. Brand mentions are scattered, highlighting a fragmented memory in the beauty fashion, Nike is the go-to for Gen Z men. Adidas and Puma also find favour, but Nike leads. Among women, H&M takes the top spot, followed by Zara and Nike. Meanwhile, Zudio appears to lag in overall the streaming front, Netflix emerges as the undisputed leader. It's the first choice across generations, with a stronger presence among younger Gen quick commerce and food delivery, Zepto and Blinkit enjoy good recall. However, when it comes to user preference, Zomato ranks highest with Gen Z, followed by Swiggy and Blinkit. Instamart makes the list too, but Zepto lags behind, suggesting that recall doesn't always translate into and Apple dominate Gen Z's mobile brand preferences, leaving others behind by a wide margin. Samsung, in particular, shines among younger Gen Z stands out as the beverage favourite. It significantly outperforms Pepsi, which remains average, while Campa Cola trails way behind. The pattern holds steady across genders and age Gen Z, education isn't just a stage of life -- it's seen as a long-term investment. Many are prepared to extend their studies and take on loans to shape future careers. Nearly half of the respondents aim for a Master's degree or higher. Over two-thirds plan to go abroad for education, the key motivations being a) better employment prospects, and b) a higher standard of overseas isn't viewed as a fantasy, but a practical move. It's more about results, and not just the experience of the work front, 28% of working Gen Zs prefer corporate jobs -- higher than the average. A quarter want to start something of their own, while a notable 27% still have their sights on government jobs. There seems to exist a fine balance between entrepreneurial ambition, corporate aspirations and the pull of job Indian Premier League grabs significant Gen Z eyeballs -- 85% follow it, with older Gen Z and men showing particularly high interest. For most, the IPL has become a big part of their lives. Still, around 27% say their interest has started to many of them, IPL is a community experience. Nearly two-thirds watch with family, and almost half tune in with friends. Interestingly, most Gen Z viewers multitask -- 81% use a second screen while watching matches, with over half engaging with IPL-related content in real time. Many also search for or shop for products they spot during the sports too have moved from the fringe to the mainstream. Nearly two-thirds of Gen Z have participated in these leagues. For some, it's about the money, while others enjoy the competition.
Economic Times
19 hours ago
- Business
- Economic Times
What Gen Z really wants: Local labels, global dreams, and AI that saves time
The second edition of the ET Snapchat Gen Z survey is now out, capturing new insights gathered during the second quarter. It picks up from where the Q1 index left off, harnessing a significant amount of key additional data that offers a clear peek into the Gen Z life code -- how they view the world around them, and how their values, preferences, perspectives and ethos are changing the business landscape in a substantial way. The ET Snapchat Gen Z Index for Q2 takes a look at Gen Z across age brackets and by gender, offering a more layered look into how they think, behave and consume. What emerges is a clearer picture of Gen Z as a generation grounded in personal values, digital influence and practical expectations -- all of which are shaping markets and trends in real time. The survey respondents in this round are all aged between 18 and 28. Each owns a smartphone and is active on social media. Responses were collected in both metro cities and Tier 1 towns. Metropolitan centres like Mumbai, Bengaluru and Delhi featured in the Q2 index alongside Tier 1 towns such as Patna, Jaipur and index, powered by globally renowned research agency Kantar, primarily looks into how Gen Zers manage their personal lives, professional goals and financial habits. It also seeks to evaluate how they respond to brands and what drives their loyalty. The survey's basic objective is to understand what makes Gen Z tick, and how businesses can adapt. Beliefs, brands, buying behaviour The Q2 survey looked beyond behaviour, tapping into Gen Z's mindset. It explored how they interact with culture, career goals, entertainment, and last but not least, fantasy sports. A major theme of the survey was their evolving connection with brands — from preference to perception. It was found that social media plays a central role in their brand discovery process. A striking 89% use it to share and seek opinions. Influencers matter -- 83% say they try new brands based on influencer prod, while 85% follow trend-focused accounts for updates and entertainment. For Gen Z, endorsements by celebrities do carry weight. Six out of ten trust recommendations from celebrities, the survey 70% of Gen Zs value input from those with a strong follower base on soial media, 85% prefer influencers who are "real" over those who do polished marketing. Identity, values, brand loyalty, ties with AI Brand names no longer are the primary driver of buying decisions. For most Gen Zers, authenticity holds more value than labels, our survey found. While 78% say they are open to newer or niche brands, 86% prefer brands that resonate personally or carry more meaning for their social a strong preference for homegrown brands. A notable 91% feel proud to support Indian labels. However, this doesn't come at the cost of global appeal -- 67% also aspire to own international luxury products. Moreover, 86% of respondents embrace cultural diversity and welcome the way global influences shape Indian isn't just a tool — it's seamlessly woven into how Gen Z navigates daily life. A vast majority — 81% — say they use Artificial Intelligence or Augmented Reality regularly. For 32%, it's a supporting tool in their studies, with that number rising to 44% among a quarter of those surveyed have adopted AI for use in their professional/work approach, however, remains utilitarian -- it is less about novelty and more about efficiency. Like the index puts it in perspective: "I don't need AI to blow my mind. I just need it to save me time." Gen Z shopping guide: Who buys what and where The latest survey also reviewed Gen Z preferences across multiple areas. These included their choice of ecommerce platforms, fashion labels, mobile phone brands, beauty products, food delivery services and streaming platforms. In this round of the index, gender was included as a key variable in identifying shifts in brand preferences. Gen Z is clear-eyed about what they want -- whether it's brands, platforms, careers or entertainment. They blend aspiration with action, tradition with experimentation. And brands looking to connect with them would do well to tune in -- ecommerce sites, Amazon resonates more with Gen Z men than women. Flipkart follows closely, with a male skew there as well. Myntra appeals more to women. Nykaa, despite its strong business and identity, struggles to register as an ecommerce platform in general recall — especially among it comes to beauty, brand preference is anything but uniform. Both men and women name names like Lakme, Mamaearth, Nykaa and L'Oréal among their top picks. The pecking order differs depending on gender. Brand mentions are scattered, highlighting a fragmented memory in the beauty fashion, Nike is the go-to for Gen Z men. Adidas and Puma also find favour, but Nike leads. Among women, H&M takes the top spot, followed by Zara and Nike. Meanwhile, Zudio appears to lag in overall the streaming front, Netflix emerges as the undisputed leader. It's the first choice across generations, with a stronger presence among younger Gen Zers. Everyday essentials In quick commerce and food delivery, Zepto and Blinkit enjoy good recall. However, when it comes to user preference, Zomato ranks highest with Gen Z, followed by Swiggy and Blinkit. Instamart makes the list too, but Zepto lags behind, suggesting that recall doesn't always translate into and Apple dominate Gen Z's mobile brand preferences, leaving others behind by a wide margin. Samsung, in particular, shines among younger Gen Z stands out as the beverage favourite. It significantly outperforms Pepsi, which remains average, while Campa Cola trails way behind. The pattern holds steady across genders and age brackets. Education and Career For Gen Z, education isn't just a stage of life -- it's seen as a long-term investment. Many are prepared to extend their studies and take on loans to shape future careers. Nearly half of the respondents aim for a Master's degree or higher. Over two-thirds plan to go abroad for education, the key motivations being a) better employment prospects, and b) a higher standard of learning. Studying overseas isn't viewed as a fantasy, but a practical move. It's more about results, and not just the experience of the work front, 28% of working Gen Zs prefer corporate jobs -- higher than the average. A quarter want to start something of their own, while a notable 27% still have their sights on government jobs. There seems to exist a fine balance between entrepreneurial ambition, corporate aspirations and the pull of job security. Games Gen Zers play: Real and Fantasy The Indian Premier League grabs significant Gen Z eyeballs -- 85% follow it, with older Gen Z and men showing particularly high interest. For most, the IPL has become a big part of their lives. Still, around 27% say their interest has started to dip. For many of them, IPL is a community experience. Nearly two-thirds watch with family, and almost half tune in with friends. Interestingly, most Gen Z viewers multitask -- 81% use a second screen while watching matches, with over half engaging with IPL-related content in real time. Many also search for or shop for products they spot during the sports too have moved from the fringe to the mainstream. Nearly two-thirds of Gen Z have participated in these leagues. For some, it's about the money, while others enjoy the competition. For the in-depth report, click here
The Citizen
2 days ago
- Science
- The Citizen
Is your brain lying to you? Here's why your memory may not be accurate
The brain has evolved to prioritise processing speed, efficiency and emotional stability over factual accuracy. Seeing is believing. Thinking is believing. But not quite. Because even though you may be convinced of a certain reality and truth, it may not be the same for anyone else. Your brain is an expert editor and, if your life was like a movie, thank your largest organ for customising it to a personalised box-office hit. This is, because despite its brilliance of design, the brain is not a reliable narrator. It is less of an objective observer and more of a creative writer instead. It's always snipping, molding and rearranging stuff to suit the story it wants to tell you, and the rest of the world, for that matter. The human brain is designed for survival, not truth. Your brain is not wired for truth Psychologist and medical doctor Dr Jonathan Redelinghuys said that the brain has evolved to prioritise processing speed, efficiency and emotional stability over factual accuracy. However, by doing so, it often distorts reality through illusions, biases and misremembered events. These selective edits are not acts of ill intent but rather protective mechanisms that help us make decisions quickly and feel better about ourselves. Dr Redelinghuys said we hardly ever realise that our brain is duping us. 'Our brains aren't trying to deceive us out of spite,' he said. 'They're doing their best to keep us functional. But shortcuts for efficiency's sake can come at the cost of accuracy.' One of the more common ways this mental sleight of hand shows up is through cognitive bias. It's like a mental trick that feels like logic to you, but it isn't really. American psychologist Raymond Nickerson said in a research paper that people are far more likely to notice and remember information that supports their own beliefs, while conveniently ignoring anything that doesn't. This kind of bias meddles in almost everything in your life from who you vote for, to your opinion on load shedding, rugby, ham, or asparagus on pizza, and even the loud music your neighbour plays on a Sunday afternoon. Same experience, different memories Dr Redelinghuys said this is one of the reasons two people can have entirely different accounts of the same event, and both believe they are right. 'It feels like common sense at the time,' he said. 'But it's just your brain telling a story it wants to hear.' ALSO READ: 7 reasons Gen Zs choose friends with benefits Endemic to many politicians is the Dunning-Kruger effect. Psychologists David Dunning and Justin Kruger ran a study 25 years ago that showed how people with limited knowledge or skill in an area tend to overestimate their competence. Ironically, people who know their stuff, often underestimate their own abilities. 'It's not arrogance,' said Redelinghuys. 'It's that people who don't know enough are also the least equipped to notice how little they know.' In line with misplaced convictions, a 1975 study found that people often believe they can control outcomes that are purely random. This is why gamblers always think they are in for a win in the next spin or hand and why, somewhat stupidly, people who tap elevator buttons more than once believing, deep down, it will come faster. Dr Redelinghuys said the brain prefers a world that makes sense, even if it must invent that order entirely. 'We want predictability,' he said. 'So, the brain edits in control, even where there is none.' Memories more like scrapbooking than library Memories too, are not filed as if it were books in a library. Scrapbooking is a better description of what really happens. American cognitive psychologist Elizabeth Loftus said that people could be led to form entirely false memories. One experiment convinced participants they had been lost in a mall as a child. This even though that never happened. 'Memory is not a record of the past,' said Redelinghuys. 'It's a reconstruction that changes every time you call it up.' And then there is something called a flashbulb memory. It's recollections from emotionally charged events like for example, the 11 September World Trade Centre attack in 2001. While people reported on their own memories of the day and events with great confidence, researchers found the details often inaccurate. 'Confidence and correctness are not the same thing,' said Redelinghuys. 'You can be absolutely sure, and absolutely wrong.' More than a party trick Neuroscientist David Eagleman wrote in a 2001 study that visual illusions are not just party tricks either. They reveal how much of what we see is actively constructed by the brain. The famous blind spot in our vision is a literal gap in the data coming into our eyes. The brain just fills in the blanks without telling us. 'You're not seeing everything that's there,' said Dr Redelinghuys. 'You're seeing what your brain has predicted should be there. 'Once you realise how much of your reality is constructed, you can begin to question your assumptions and become a better decision-maker,' said Dr Redelinghuys. 'It requires rewiring your way of thinking to compensate for your brain's flaws, and then to use them effectively and impactfully in your life.' NOW READ: Why are we so negative? An expert answers
India Today
2 days ago
- Entertainment
- India Today
Washington Black review: A well-crafted show on racism, dreamers and science
George Washington 'Wash' Black, a young enslaved boy turned fugitive inventor, is on a roller-coaster journey from a brutal Barbados plantation to an independent lifestyle. The heart of the drama series 'Washington Black' is young Wash's transformation from a curious child to a brilliant, self-determined show, adapted from Esi Edugyan's novel of the same name, is a vibrant, ambitious tale about those who dare to dream irrespective of overwhelming obstacles. Creator Selwyn Seyfu Hinds metaphorically makes a commentary on human connection, sense of community and solidarity in a world driven by chaos, toxicity, cruelty and Karanja and Ernest Kingsley Jr as young and adult Washington Black, respectively, lead the show with their impeccable acting prowess. 'Washington Black' is not just another series about the evils of slavery and imperialism. Hinds makes a larger statement about emotional freedom, mental liberation, friendship and closure. The actors on-board have done a commendable job by performing in sync with the creators' vision. A story that comes from a hard-hitting theme can often label the characters as good and evil, us vs them. However, the show never deviates from the human lens and brings out the vulnerable side of the most morally complex characters. The series is presented through non-linear storytelling in a unique way while retaining the engagement quotient. Its narrative has a profound universal connection which makes it open to different interpretations. While the show is slightly a bit over-stretched to unravel all the aspects related to the novel, certain repetitive scenes and situations could have been edited. However, 'Washington Black' still remains a thoroughly engaging show about human resilience which feels relatable to millennials as well as Gen Zs. It is a story meant for those searching for answers about life's complexities while facing everyday challenges and obstacles.A tale of the endearing human spiritRacial discrimination and slavery are no new themes to art and literature, yet worth exploring. In a progressive society rooting for scientific and social advancement, it is essential to debate and discuss the events that scarred humanity in the past. 'Washington Black' does the same in its own way without getting preachy. As an Indian viewer and an inquisitive student of politics and history, you are reminded of British colonialism and American expansionism. But what more it does cinematically to make the audience realise, not to take privilege for granted.'Washington Black' makes one believe in the strength of positivity and optimism amid all the hate and negativity making the noise. Wash's relationships with Medwin (Sterling K Brown), Miss Angie (Sharon Duncan-Brewster) and his intimate romance with Tanna (Iola Evans) is a testament to the sentiment of love and compassion that goes beyond community and gender. The show not just honours the struggles of the protagonist but also his human desires and and Kinglsey Jr delve deep into the psyche of Wash, which helps in elevating the character development throughout the series. Even though the show is based on one individual's journey, the other characters are given equal space and importance. Brown and Brewster add to the emotional weight through their grounded portrayals. Evans doesn't just end up as a love interest but succeeds in bringing a new perspective to the narrative. Tom Ellis as Christopher 'Titch' Wilde also plays his role with the utmost issue of women being caged and not allowed to pursue careers in order to get married has been done to death. Yet, Evans brings an impactful screen presence while depicting the emotional struggles of a young girl wanting to be free. Hinds smartly crafts a narrative where he connects all the dots. The audience get the message about how we are all riding the same boat, trying to be free of the shackles set by trailer here: More than emotions and social commentaryTo someone inspired by great minds like Dr APJ Abdul Kalam and Martin Luther King Jr, 'Washington Black' would have a deep impact. We have had great cinema on racial themes, like '12 Years a Slave', 'The Great Debaters' and 'One Flew Over The Cuckoo's Nest'. However, Hinds in his show creates stunning visuals and an enriching narrative by blending the adventurous theme with science. Without any monologues, the viewers get the most beautiful message about how science and creativity can lead to the most unexpected partnerships and society treats science and the arts as opposing disciplines, but young Wash, who excels in his scientific studies and sketching, sets a beautiful example. A young boy who studies and dreams despite all the hardships reminds one of the struggles of Dr Kalam and Dr BR Ambedkar. The ability to prove one's worth in a world that is hell-bent on crushing your dreams is what makes a great success story on rising from lines stay with you, such as, "No matter how strong the bondage, we never stop pushing back. We fight," and the scientific spirit of "Observe, record and engineer." If only the world was inclined towards discovering scientific mysteries and creating artistic brilliance, there would be no room for infighting or toxicity. A beautiful message that 'Washington Black' narrates through eight episodes.'Washington Black' is meant for all those who like to experience a roller-coaster of emotions. The Hulu series is available for streaming on JioHotstar in India.- Ends4 out of 5 stars
Straits Times
2 days ago
- Business
- Straits Times
askST Jobs: How Gen Zs can apply smarter, not harder, in their job search
Find out what's new on ST website and app. Young professionals should make upskilling a priority, and stay informed on trends within and beyond the industry they are in, says an expert. In this series, journalist Megan Wee offers practical answers to candid questions on navigating workplace challenges and getting ahead in your career. Get more tips by signing up to The Straits Times' Headstart newsletter . Q: A recent LinkedIn survey of Gen Z job seekers found that 32 per cent struggle to highlight their skills during their job search, while 54 per cent wish they have a more efficient way to assess if they are a good fit for a role. Facing these challenges amid a competitive job market, how can young job seekers streamline the process? A: When it comes to job searching, young people are encouraged to approach it with intention, said LinkedIn Asia-Pacific's head of human resources, Ms Sumita Tandon. 'That means focusing on roles they're genuinely excited about and can see themselves growing in over the next couple of years – not just applying broadly,' she added. With companies increasingly employing skills-based hiring, she encourages young job seekers to focus on the core capabilities listed in the job descriptions, rather than the titles and number of years of experience needed. 'Many Gen Zs I speak to underestimate how much they've already learnt,' she said, explaining that many of them have subconsciously built valuable skills through school projects, co-curricular activities, internships, part-time jobs or volunteer work. These could include project management skills developed from organising a school event, people management skills from leading a student club, or problem-solving skills from volunteering. Top stories Swipe. Select. Stay informed. Singapore Sewage shaft failure linked to sinkhole; PUB calling safety time-out on similar works islandwide Singapore Tanjong Katong Road sinkhole did not happen overnight: Experts Singapore Workers used nylon rope to rescue driver of car that fell into Tanjong Katong Road sinkhole Asia Singapore-only car washes will get business licences revoked, says Johor govt World Food airdropped into Gaza as Israel opens aid routes Sport Arsenal beat Newcastle in five-goal thriller to bring Singapore Festival of Football to a close Singapore Benchmark barrier: Six of her homeschooled kids had to retake the PSLE Asia S'porean trainee doctor in Melbourne arrested for allegedly filming colleagues in toilets since 2021 Ms Evan Loke, director of the permanent division at recruitment firm Persolkelly Singapore, points out that job descriptions often contain broad terms, with the true expectations hidden between the lines. For example, 'strong communication skill' is not just about speaking well. It requires translating complex ideas between diverse teams, negotiating the scope of work with stakeholders and delivering persuasive presentations, she said. Ms Tandon added that given how LinkedIn profiles are recruiters' first stop in learning more about the candidates, it is worthwhile for job seekers to make their profiles work harder. For instance, instead of listing skills, job seekers can demonstrate how they have used these skills by providing real, concrete examples. Separately, Ms Loke emphasises quantifying the results of one's experience, like how many team members one leads in a role. Job seekers can also enhance their resumes and profiles with the addition of brief testimonials from people they have worked with, such as professors, managers or teammates, she added. Given how quickly the demand for job skills is changing, Ms Tandon stressed the importance of demonstrating a willingness to learn and grow by highlighting one's adaptability. Ms Loke suggested that young professionals keep a list of their accomplishments, enable smart job alerts and use easy-to-update resume templates. They can keep an ongoing list of their key skills – each accompanied by a few real-life examples – which helps with matching job requirements to their skills. Setting up job alerts based on one's top skills can also make it easier to find suitable job openings and allow one to observe patterns in how employers phrase their needs in such listings. Knowing the pattern would allow job seekers to curate a flexible template structured around specific skill groups, so that they can easily rearrange or swop out points to adapt the resume to the language of each job posting. 'One of the best things Gen Z professionals can do early in their careers is to adopt a growth mindset,' said Ms Tandon. First, young professionals should make it a habit to reflect on what they have learnt from different tasks, such as leading a project, working cross-functionally or navigating a challenge. Second, young professionals should actively seek feedback from their peers, managers and even interviewers. 'Understanding your strengths allows you to double down on them, while feedback on growth areas gives you a clear road map for what to improve or develop next,' she added. Finally, young professionals should make upskilling a priority, and stay informed on trends within and beyond the industry they are in. She said: 'Career growth is about continually investing in yourself, staying agile and being open to what's next... 'When you lead with this mindset, everything else will follow.'
