MTV Insights Studio has launched the 2021 edition of its MTV Youth Study titled ‘Atmanirbhar by Circumstance’, to steer marketing and communications for youth in the right direction. ‘Atmanirbhar by Circumstance’ is India’s largest youth research and a go-to handbook for the advertising and marketing community that provides a comprehensive overview of India’s Gen Z population. The in-depth qualitative and quantitative study reflects Gen-Z’s behaviour, mindsets, habits and perceptions.
Amid a raging pandemic, ‘Atmanirbhar by Circumstance’ examines Gen Z's evolving thought processes and choices. With over 26,000 respondents aged 15 to 25 years from 50 Indian cities across NCCS A, B, and C, Atmanirbhar by Circumstance is the result of 185 questions covering seven broad topics: Education, Money, Romance, National Interests, Content, Family, Friends, and Spirituality, and COVID-19 Outlook.
Anshul Ailawadi, Head, Youth Music and English Entertainment at Viacom18, said, “2020 has been a pivotal year in so many ways. This edition of our youth study is the first such exercise post the first wave of the pandemic. It offers a rare glimpse into how young Indians are coping with a changing world in which every aspect of their lives – from their education and relationships to their careers and interests – needs to be rebuilt. It will go a long way in helping brands, creators and publishers establish a deeper connection with their Gen Z constituency.”
“Chapters like Agla Chapter: Side Hustle, Pyar Dhokha Hai, Covid - 19 is temporary, Aspirations are permanent, bust common myths about this consumer set. They also showcase the evolving opinions of this age group. Overall, the findings indicate, India’s Gen Z is increasingly becoming independent or ‘Atmanirbhar’ while continuing to ride high on aspirations. We hope this research empowers new age as well as legacy brands that are looking to deepen the connection and build trust with their Gen Z consumer.” added Ailawadi.
In addition to MTV’s Anshul Ailawadi, the launch also saw participation from leading brands such as Godrej, Dabur, Dell Technologies and Spotify kicking off a discussion on Gen-Zfying the brands. The launch also had Gen Z representation from AIESEC, a non-governmental, and not-for-profit organization entirely run by youth for youth. Discussing trends relevant for Gen Zers were Vijay Kumar D - President of AIESEC in India, Joshua John Valloor - President of AIESEC in VIT, Dishay Sharoff - President of AIESEC in Mumbai, Kairavi Falguni Thakkar - Head of Partnership Development (PD) for AIESEC in India, and Jaiveer Bains - President of AIESEC in Patiala.
Some of the key highlights of the report:
1. Agla chapter: Side-hustle
2. OG BAE returns
dosti dhokha hai
4. Volume over words
5. Apply content to burnt areas
6. Alexa, give me peace of mind
7. Covid is temporary, aspirations are permanent
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