This means they often challenge traditional parental and societal constraints, especially regarding issues like caste, gender and race. This defiance has contributed to their reputation as an open-minded and progressive generation, willing to break away from conventional norms
By Rashi Goyal
In today’s world, every swipe on a phone, every post on social media, and every binge-worthy show on a streaming service plays a crucial role in shaping one’s identity. For Generation Z, this isn’t just a possibility — its their reality.
This digital-native generation is growing up in an era where technology and media are integral parts of their daily lives, influencing their views and beliefs in profound ways. In India, the perspectives of Gen Z are increasingly shaping various cultural aspects, as they value diversity, social justice and inclusion. This generation’s unique experiences and values are not only redefining individual identities, but also transforming societal norms and expectations.
Generation Z exhibits a distinctive pattern of ‘vertical defiance and horizontal conformity’. This means they often challenge traditional parental and societal constraints, especially regarding issues like caste, gender and race. This defiance has contributed to their reputation as a more open-minded and progressive generation, willing to break away from conventional norms.
At the same time, they find solidarity among their peers, embracing shared values and common causes that reflect a collective mindset. This duality of rejecting out-dated norms, while seeking connection within their generational cohort, is reshaping cultural and social landscapes, making Gen Z a powerful force for change in India.
The young are leading the charge in social justice movements across India, championing causes like gender equality, LGBTQ+ rights, and the fight against caste discrimination. Their commitment to social change is evident in their active participation in protests, campaigns, and online advocacy. Social media plays a crucial role in amplifying their voices, providing a platform for organizing, raising awareness, and mobilizing support.
Platforms like Twitter, Instagram, and Facebook enable Gen Z activists to share their stories, highlight injustices, and connect with like-minded individuals across the country. These digital tools not only help in spreading messages rapidly, but also in creating a sense of solidarity among diverse groups.
By leveraging social media, they are not only challenging outdated norms and practices, but also pushing for legislative and societal reforms that reflect their values of equality and justice. Their digital activism is transforming the landscape of social justice in India, making it more visible, inclusive and impactful.
Generation Z’s emphasis on inclusion is significantly impacting educational institutions and workplaces across India, driving efforts to create more equitable and diverse environments. In education, this generation is pushing for curricula that reflect a wide range of perspectives, incorporating content that addresses gender issues, caste dynamics and LGBTQ+ history. Schools and universities are increasingly adopting inclusive teaching practices, offering support services for marginalized students, and fostering environments that celebrate diversity.
In the workplace, Gen Z’s values are reshaping corporate culture and practices. They are advocating for policies that ensure fair treatment, equal opportunities, and respect for all employees, regardless of their gender, caste, or sexual orientation.
Companies are responding by implementing diversity and inclusion programmes, revising hiring practices, and promoting inclusive leadership. This shift is leading to more inclusive workplaces, where varied perspectives are valued, and, where, there is a concerted effort to address systemic biases.
Overall, their commitment to inclusion is driving substantial changes in both educational and professional settings, aiming to create environments that are not only diverse, but also supportive and empowering for all individuals.
Generation Z’s digital fluency is profoundly shaping online culture in India. Their seamless integration with technology has transformed the manner in which trends are created and disseminated. Social media platforms like Instagram, Twitter and TikTok are central to this shift, with them using these tools to set trends, create viral content and influence cultural conversations. Influencers, who often resonate with this generation’s values and aesthetics, play a pivotal role in shaping opinions and trends.
Digital platforms facilitate the rapid exchange of ideas. They foster communities around niche interests and social causes, amplifying this sensitive and conscientious generation’s voices and driving new cultural narratives. This tech-smart generation is not only consuming content, but actively participating in and shaping the online cultural landscape.
Gen Z’s values and preferences are reshaping consumer behaviour and brand interactions in India. This generation places a strong emphasis on ethical consumerism, favouring brands that align with their values of ecological sustainability, social responsibility, freedom and transparency. They are more likely to support companies that demonstrate a genuine commitment to environmental and social causes, and they often use their purchasing power to advocate for positive change.
Brand loyalty among them is closely tied to a company’s reputation for ethical practices and inclusivity. Additionally, the rise of digital shopping experiences, including e-commerce platforms and social media shopping, caters to their demand for convenience and personalization. This shift towards online and mobile shopping is transforming retail landscapes, as brands adapt to meet the expectations of a tech-savvy, socially conscious consumer base.
Generation Z in India is driving a significant shift towards supporting local designers and artisans, reflecting their values of authenticity and community. This generation’s appreciation for unique, hand-crafted goods, aligns with their desire to preserve traditional crafts, promote rural and tribal craft, while backing sustainable and ethical consumption. By choosing to buy from local artisans and small businesses, the young are helping to revitalize traditional and marginalised industries, and create economic opportunities for various communities.
This trend underscores a broader commitment to support local economies, while reducing the environmental impact associated with mass-produced goods, and the unbridled consumerism prevailing in affluent societies. As a result, local brands and artisans are experiencing a resurgence in popularity, with Gen Z championing their work through social media platforms and digital marketplaces. This support not only fosters cultural preservation, it encourages a more conscious and interconnected approach to consumerism.
Cultural shifts in fashion reflect the unique blend of global and local influences. This generation values authenticity and self-expression. This is is evident in their fashion choices that often mix traditional Indian attire with contemporary styles. For instance, it’s common to see young people pairing a classic saree with sneakers or incorporating traditional fabrics into modern silhouettes.
This fusion fashion celebrates cultural heritage, while embracing innovation and individuality. Additionally, the emphasis on sustainability and ethical consumption is driving the demand for eco-friendly and socially responsible fashion brands.
Indeed, the young are increasingly aware of the negative environmental impact of fast fashion. They are more likely to support local artisans and brands that prioritize sustainable practices. This shift is not only redefining fashion trends in India, it is also promoting a more conscious and inclusive approach to style and consumerism.
For them, fashion is not just about following trends; it’s a powerful tool for expressing personal identity and beliefs. This generation values authenticity and is more likely to experiment with diverse styles, colours and designs that reflect their unique personalities and preferences.
It it’s through bold fashion choices, mixing and matching different cultural elements, or customizing their clothing, Gen Z uses fashion to communicate who they are and what they stand for. This emphasis on individuality is reshaping the fashion industry, pushing brands to offer more personalized and inclusive options that cater to a wide range of tastes and self-expression.
Undoubtedly, youngsters are profoundly reshaping India’s cultural landscape through their unique perspectives and values. Their emphasis on diversity, social justice and inclusion is driving social changes across various spheres — from education and workplaces, to fashion and consumer behaviour.
By challenging traditional norms and advocating for progressive reforms, this generation is pushing for a more equitable and inclusive society. Their digital fluency and active engagement with social media are not only influencing online culture, but also amplifying their voices in social justice movements.
For instance, many of them across India support local artisans and craft-persons. Thereby, their commitment to ethical consumerism is revitalizing traditional crafts and fostering sustainable practices. As Gen Z continues to shape cultural narratives and trends, their impact promises to create a more dynamic, inclusive and conscientious India.
This is a generation which continues to mature and assert its influence. Their impact will certainly lead to a more progressive, inclusive and innovative India, shaping the country’s future across multiple dimensions.
Pictures by Rashi Goyal.