Genesis Burson-Marsteller reveals the TR:OUTH

01 Feb,2013

By A Correspondent


With the constant evolution of youth and their choices, it is pivotal for marketers and communication specialists to read their pulse and match steps with their moves.  Understanding this need and deriving from the expertise and insights, the consumer and brand marketing team at communications firm Genesis Burson-Marsteller has highlighted key trends among Indian youth in 2013.


From being proud desis to fitness fanatics, youth is bringing alive the passion and re-inventing the rules of life every single day. What’s relevant this moment will be outdated today and what is defined a taboo could be the next big trend.


Talking about these new-found trends, Papri Dev Sharma, India Practice Chair, Cosumer & Brand Marketing, Genesis Burson-Marsteller, India & South Asia said, “Youth is increasingly becoming the focus target audience for brands and it is imperative for marketers to listen to the voice of these emerging influencers. The consumer and brand marketing team at Genesis Burson-Marsteller realised the importance of capturing the thoughts of young India to find out what gets them ticking. With TR:OUTH 2013, we hope to give a glimpse of what youth wants and help communication professionals keep pace with the mobile generation.”


Aastha Taneja, a young working professional, adds, “We are being heard, seen and taken seriously, for the first time. And it has become more important now to continue to speak our mind and be heard. One of the primary reasons we have been able to do this has been the judicious use of Social media which gives us, the youth, an opportunity to be a part of any movement.  The youth has the potential to change the perspective of the nation and it has already started to happen. Hope to see the same zeal in everyone in the time to come.”


Another 25-year-old, Shreyashi Sanyal, says, “I feel there is very little tolerance for misbehaviour and whether it’s a little stray dog on the street hurt and not getting help to bigger issues like violence against an individual, we are not ready to accept injustice. The youth have realized, finally, that change will happen only when they make it happen. That in itself is a big step towards a new beginning”.


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