Aditya Swamy on 6 Gen X facts brands must know

01 May,2012

Aditya Swamy

By Aditya Swamy


Youth today are coming together to bring about social and cultural change

Besides the social change, for instance the Meter Down campaign or the Anna Hazare’s anti corruption movement. The youth are also bringing about a cultural change in terms of their influence in advertisements, films, music, television, web  and others.


The generation gap between parents and children is breaking down

For this generation it is the family which is first over friends. In fact, young people today see their parents as role models and know that it is their parents who will stand by them in both good and bad times.


Warm is the new cool for this generation.

This is the generation which is in touch with their emotions as they want to make the world a better place, and they want to be a better person. This generation is also very quick to help those that seek their help whether it’s about finding a new home, a restaurant, a job and so on.


This is truly an empowered generation

Because most of them believe that they can bring about a change in the society or their country. Therefore for a brand to give the youth a platform where they are able to display their empowerment becomes a very powerful tool for brands to engage with their audience.


Technology is equal to life

The youth today are born into a world where iPhone, iPad, tablets and other mobile platforms are just part of their life. For brands to connect with the youth they must look at how their content can evolve around the four different environment i.e. television, mobile, web and the real life screen. Therefore bringing the four together to engage with the youth.


This generation is already inspired

So they are not looking at brands to inspire, but they want the brands to engage them. Gone are the days when a Shahrukh Khan is seen as an inspiration, today their role models are those people that brought about a change in their surroundings or country and so on. So brands must start having a two way conversation with their audience and once a brand initiates a two way dialogue that’s when it builds a connection with their audience.


Aditya Swamy is EVP and Business Head – MTV India


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