{"id":6872,"date":"2026-01-31T13:20:12","date_gmt":"2026-01-31T07:50:12","guid":{"rendered":"https:\/\/www.thirdeyesight.in\/?p=6872"},"modified":"2026-01-31T13:20:13","modified_gmt":"2026-01-31T07:50:13","slug":"bt-price-survey-how-the-gen-z-consumer-is-coming-of-age","status":"publish","type":"post","link":"https:\/\/myechoproject.com\/TES\/bt-price-survey-how-the-gen-z-consumer-is-coming-of-age\/","title":{"rendered":"BT-PRICE Survey: How the Gen Z consumer is coming of age"},"content":{"rendered":"\n

Surabhi Prasad, Business Today
Print Edition: 01 Feb, 2026 <\/em><\/p>\n\n\n\n

The last two years\u20142024 and, more notably, 2025\u2014saw a wave of protests by a new generation of students and young professionals looking for political change, better economic conditions and more climate awareness across countries, including Bangladesh, Nepal, Indonesia and the Maldives.<\/p>\n\n\n\n

But beyond these uprisings, Gen Z, the term used to describe those born in late 1990s to the early part of the 2010s and currently aged around 13-29 years, are not only questioning but also bringing forth changes in societal norms and economic behaviour. It\u2019s not just a generation gap!<\/p>\n\n\n\n

Gen Z are digital natives. They are tech savvy, have grown up with Internet in their homes, iPads as their support system, social media as a constant companion and take digital payments, online and quick commerce for granted. They tend to be night owls, the real gigsters, at home with artificial intelligence (AI) and machine learning, and with a lingo\u2014cap, salty, suss and tea\u2014that make others scratch their heads.<\/p>\n\n\n\n

They also have newer challenges\u2014rising unemployment, an uncertain economic environment, the rise of AI that has put a question mark on the future of work, climate change that is turning more real by the day, and skyrocketing real estate prices that mean a dream home could remain just a dream. Still, they are the rising consumer force who, over the next decade, are poised to become the largest chunk of the labour force and the focus of most companies.<\/p>\n\n\n\n

For a country like India that is still young, Gen Z will soon be the economic force to reckon with. A recent report by not-for-profit think tank People Research on India\u2019s Consumer Economy (PRICE) estimates that as of 2025, nearly one in five young individuals globally lives in India. \u201cThis is a formidable 420-million strong force, constituting approximately 29% of the nation\u2019s total population, and made up of individuals aged between 15 and 29 as defined by India\u2019s National Youth Policy (2014),\u201d it said.<\/p>\n\n\n\n

Labour sociologist Ellina Samantroy, Fellow at the V.V. Giri National Labour Institute, says India\u2019s expanding Gen Z or youth workforce offers a significant opportunity for the country to reap the demographic dividend. As per the recent Periodic Labour Force Survey 2023-24, around 46.5% of the labour force is in the 15-29 age group. \u201cThere has been an increase in labour force participation in this age group from 42% during 2021-22. One can see the economic growth potential of this cohort,\u201d she says.<\/p>\n\n\n\n

However, with transitions and emerging opportunities in the world of work, it is important to harness the potential of this population cohort with adequate access to education and skilling, she says. <\/p>\n\n\n\n

Devangshu Dutta, founder and chief executive of Third Eyesight, a boutique management consulting firm focused on the retail and consumer products ecosystem, says Indian Gen Z consumers are not a uniform cohort.<\/strong><\/p>\n\n\n\n

\u201cA critical issue in India is the coexistence of aspiration and constraint, and India\u2019s Gen Z are shaped by a mix of high digital exposure and wide economic disparity. While they are ambitious and globally aware, their purchasing power varies sharply across segments and locations,\u201d he says.<\/strong><\/p>\n\n\n\n

Further, urban, higher-income Gen Z display global consumption behaviours such as brand experimentation, social commerce and premium aspiration, whereas a large proportion of Gen Z in Tier II, Tier III and rural India is highly value-driven and necessity-led, while drawing their inspiration from global and national sources. He also points out that unlike Millennials, Indian Gen Z are also entering the workforce in a more uncertain economic environment, making price sensitivity, smaller pack sizes and flexible payment options important. \u201cEmployment patterns such as informal jobs, gig work and delayed income stability are influencing consumption cycles and brand loyalty,\u201d he says. There is a strong preference for digital discovery, vernacular content and peer-led recommendations, with trust built through community and relevance rather than legacy brand status.<\/strong><\/p>\n\n\n\n

Rising aspirations of Indian households and changes in consumption pattern with a marked move from essentials to more premium products have been well documented, most recently in Household Consumption Expenditure Surveys. But more granular, individual-level data from PRICE shows marked changes in education levels and behaviour of Gen Z and other cohorts such as Millennials (those aged between 30 and 45), Gen X (aged 45-60) and Baby Boomers (60+). A 2024 PRICE ICE 360 Survey of 8,200 respondents (18\u201370 years) in 25 major cities showed that Gen Z is the most educated cohort, spends the most time browsing the Internet and is more engaged with e-commerce and paid digital services.<\/p>\n\n\n\n

Multinational and domestic companies are also now waking up to the Gen Z wave and are realising that they need to review strategies to gain the attention and loyalty of Gen Z as consumers and workers.<\/p>\n\n\n\n

\u201cFashion, beauty and personal care, food and beverages, and mobile and consumer electronics are at the forefront of change in India,\u201d says Dutta. Responding to Gen Z requirements, companies are designing products at accessible price points, expanding entry-level ranges and leveraging sachetisation and subscription models. Brands are investing more in regional languages, local influencers and platforms such as short-video and social commerce channels that resonate with young Indian consumers, he says.<\/strong><\/p>\n\n\n\n

But this process is still at a nascent stage, and many companies and analysts are still trying to assess this generation.<\/p>\n\n\n\n

For the 34th Anniversary Issue, we at Business Today decided to decode what Gen Z is truly about, what influences them the most, what they aspire to purchase, what they can afford and what this means for India Inc. Over the course of the last few months, our newsroom saw animated discussions as senior editors sat down with younger colleagues to discuss lifestyle choices, brand loyalties and career ambitions, as we drafted an issue brief and a potential survey.<\/p>\n\n\n\n

We then got in touch with PRICE, which worked with us on our survey objectives and tweaked the questionnaire. The result\u2014a first-of-its-kind exercise where PRICE surveyed 4,311 Gen Z respondents, who are now entering the workforce with an income of their own, residing in metros and Tier II cities. The survey covered gender, education, employment status, personal income and household income classes. The main focus was urban, educated Gen-Z who has the income to be a strong consumer.<\/p>\n\n\n\n

The research examined consumption behaviour across discretionary and essential categories, savings and credit attitudes, digital influence, brand loyalty, aspirations, and future spending intent.<\/p>\n\n\n\n

And the results are indeed, surprising! The survey reveals that traditional consumption models that were built around age-based life stages, linear career progression and early credit adoption no longer hold for Gen Z. \u201cThis cohort\u2019s behaviour reflects early exposure to economic shocks, greater career volatility and a redefinition of success away from speed toward resilience,\u201d it underlines.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n

For businesses, misreading delayed demand as permanent weakness risks underinvestment just as Gen Z approaches its next consumption inflection, it warns. For financial services, premature credit push without trust-building will underperform. For consumer brands, price-led acquisition without quality consistency will fail to convert into lifetime value.<\/p>\n\n\n\n

Delve into this issue where BT brings to you the in-depth findings of the survey and explains what this means for companies as they vie for a share of this growing consumer segment. Gen Z is not just about rizz and drip, it is giving the main character energy as they come of age.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n
\"\"<\/figure>\n\n\n\n

(Published in Business Today, issue dated 1 February 2026<\/a>)<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Surabhi Prasad, Business Today Print Edition: 01 Feb, 2026 The last two years\u20142024 and, more notably, 2025\u2014saw a wave of protests by a new generation of students and young professionals looking for political change, better economic conditions and more climate awareness across countries, including Bangladesh, Nepal, Indonesia and the Maldives. But beyond these uprisings, Gen […]<\/p>\n","protected":false},"author":1,"featured_media":6876,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[25,772,708,27,212,286,746,215,631,33,625,668,60,36,235,37,3,131,43,44,46,48],"tags":[52,177,101,102,103,104,105,106,107,178,289,290,614,559,813,32,239,145,214,216,836,59,191,69,115,82,347,118,427,119,120,637,166,200,63],"class_list":["post-6872","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-apparel","category-automotive","category-beauty-personal-care","category-branding","category-consumer","category-customer-relationship","category-fmcg","category-food-grocery","category-food-service-restaurants","category-footwear","category-health-wellness","category-home-products","category-india","category-lifestyle-fashion","category-luxury","category-marketing","category-press-quotes","category-product-development-and-design","category-retail","category-soft-goods","category-strategy","category-textiles","tag-branding","tag-consumer-behaviour","tag-consumer-goods","tag-consumer-markets","tag-consumer-products","tag-consumer-research","tag-consumer-segment","tag-consumer-segments","tag-consumerism","tag-consumers","tag-consuming-classes","tag-consumption","tag-digital","tag-electricals","tag-electronics","tag-fashion","tag-fashion-lifestyle","tag-fashion-brands","tag-food","tag-food-grocery","tag-gen-z","tag-india","tag-indian-market","tag-indian-retail-sector","tag-lifestyle","tag-lifestyle-fashion","tag-market-estimation","tag-market-potential","tag-market-research","tag-market-segments","tag-marketing","tag-metros","tag-modern-retail","tag-pricing","tag-product-development"],"yoast_head":"\nBT-PRICE Survey: How the Gen Z consumer is coming of age - Third Eyesight<\/title>\n<meta name=\"description\" content=\"The new generation of youth coming into the workforce, with their own aspirations and belief systems, brings new opportunities and challenges. 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