Young Track by Samyak Chakrabarty | Mindset shifts impact youth behaviour

25 Oct,2012

What’s a 23-year-old writing a column on a site where the average age of columnists is… ? Ok, ok, we won’t reveal that number, but like it or not the youth constitute a majority of India’s population. Since the last few years, young Samyak Chakrabarty has been in and around media events and offices with his vision of how the youth can be targeted.


In this period, he has organized a few conferences, participated in several of them in India and abroad, and works as Chief Youth Marketer with the DDB Mudra group. He’s organized a TedX youth conference in Mumbai, was invited to meet Hillary Clinton when she visited India and has co-authored a book ‘Generation Einstein 3.0 – India version’.


Samyak’s column appears on Wednesdays and as the title suggests, it tracks the young – specifically keeping in mind the advertising, media and marketing fraternity – Ed


I have been noticing a slow but sustained transformation in the way youngsters are looking at life, career, decision-making etc. There is a huge difference in the perspective between those born before and after 1990. I am highlighting some interesting examples of mindset shifts which have been shaping youth behaviour since 2011.


1 Entrepreneurship: The thirst for quick success and an unconventional lifestyle has encouraged college students to explore the possibilities of starting something of their own immediately after passing out. Around 67 percent of students from urban campuses want to be entrepreneurial while setting out on their career paths rather than lead a typical 9-to-5 life.



“We’ve seen our parents slog day and night to profit for another company in return for a meagre salary. I think if we put the same effort into building something of our own, it would reap more gains!” – Tahir Shaikh, 21, Mumbai


2 Ethical Citizenship: With an increase in natural calamities and fears of climate disasters, young people have been seen to work diligently towards conserving natural resources while also protecting civic amenities. The ‘brash’ and ‘carefree’ youth species will soon be extinct.



“We don’t want our work to end anytime soon. There is so much to see, lots to achieve and experience. This creates the need for us to conserve whatever is left and oppose any lobby which is working against the interests of our society.” – Sneha Kapoor, 17, New Delhi


3 Offline Networking: Students have begun to realize the importance of being physically connected to their peers rather than using the web as a medium alone since it lacks that personal touch. This feeling has created a rise in social events, gatherings, visit to hang outs. Social networks will soon just become a medium for dissemination rather than a meeting place for this segment.



“There was a time when we looked forward to meeting up with friends but now Facebook has transformed our relationships in a manner where have begun to take it for granted that post 9pm everyone will be online anyway so there’s no point in initiating a ‘meet up’. But then slowly we’ve started to miss the ‘real’ conversations.” – Arun Kuwalekar, 27, Pune


4 Individuality: 8/10 students from campuses want to build their own independent image and make purchases based on their own individual judgement rather than follow trendsetters. Each wants to have his/her own unique style and be known by the choices they make. So this could mean the end of using ‘herd mentality’ as a basis for formulating a brand’s communication strategy.



“I want to build my real self and make that as my identity rather than camouflaging myself into becoming someone else just to be in the crowd. This reflects in my clothes, habits and way of life in general” – Tanya Singh, 23, Chandigarh


5 Rebirth of Indian Values: 6/10 students from urban campuses have slowly started discovering the immense wealth of knowledge/experience which our culture has to provide and have began to rely on it more than ever before. A significant streak of patriotism and secularism is also evident because of this mindset shirt. What will be interesting to see is how they imbibe lessons from the past and embed them into their way of life and decision making.



“After seeing a lot of our seniors go on to the wrong path because of peer pressure. I think a lot of us want to lead more secure and stable lives.” – Sanskriti Chatterjee, 18, Kolkata


The most interesting one to watch out for is in fact the last one. While there is so much of westernization on the one hand, youngsters are also wanting to do things “the Indian way” which could potentially affect a number of purchase decisions and factors that influence consumer behaviour.


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One response to “Young Track by Samyak Chakrabarty | Mindset shifts impact youth behaviour”

  1. Drayton says:

    What is the source(or sample size) of the statistics that you’ve quoted? (67%, 6/10 and 8/10?)