Understanding the young is pertinent, the Under 25 in India are a first-time generation, born to democratic parents. This is a generation born to parents who have tasted success, abundance and gained from a liberalized India. 45.2 % of the country are under the age of 25. Significant as a number, but perhaps more important to understand, as they represent the change and ideas that are soon to come.

I had the pleasure of speaking at the Under 25 summit, organized recently at the SRM college in Chennai. I took this as an opportunity to learn about the youth of today. Understand what are their aspirations, how do they navigate change? Do they rebel? What changes is this generation seeking? How has technology enabled them or clutched them?

Through conversations and interactions, through the day I had some fascinating insights on the young of today!

The Under-25 of today are a more confident generation, they are more self-aware and with the help of technology they learn through “pull” not “push”. Colleges and schools are playgrounds for them to meet peers and exchange. Travel, YouTube and Podcasts helps them acquire knowledge and information and learning is facilitated through self-initiatives and extends way beyond classrooms.

The bug of entrepreneurship has bitten the young meaningfully. Shark tank has reached the homes, dorms and canteens. One need not study business or come from a business family or for that matter study business or get an MBA to be an entrepreneur. For many jobs too are a steppingstone until they find their own voice and ventures. A more courageous generation, they are not afraid to fail, try and experiment.

The rebellion within the family construct is almost a thing of the past. Todays Under 25, explore more than rebel. They explore their own sexuality, think of gender as a spectrum and spend their youth often questioning and ascribing new identities. From childhood the generation has be encouraged to take on more than just academics. They describe themselves in plural ways. For them rebellion is to seek individuality and it comes at a much earlier age. The abundant parent generation are seeing their children ask for more “me- time”.

The creative and gig economy have given the young the sense that they have the control of their present and future. Content creators, influencers, entrepreneurs, and many young podcasters have made a mark early making the generation believe that they could be the next Zuckerberg. Aadit Palicha built Zepto by dropping out of Stanford at the age of 19, Raj Shamani and Ranveer Allahbadia have shown how curiosity and asking the right questions can make one a powerful new voice as a youtuber and podcaster. Rohit Saraf, Prajakta Koli and many other have shown how vulnerability and authenticity can get you the next Netflix superhit. As many heroes emerge in the same generation success feels contagious and possible for all.

As a consuming generation, this generation gives us promise. Consumption is seen as an act of re-affirming identity and expressing oneself. Brands and businesses that deliver on authenticity, values, ideologies that the youth aspire and identify with find resonance with the U-25. Often one finds that the young shun brands that were consumed by their parents’ generation. They look for the incumbent, the young who can speak with them in their language and vocabulary. Brands that are always on, brands that evoke a dialogue, that build itself through word of mouth, community owned brands that are born in these digital times make a mark.

But not all is pleasant. Success comes with its own challenges. The young seek help to manage fame and it cannot be easy. Mental health is a growing concern in this generation. With dopamine hits constantly becoming a part of life, the generation is also threatened by itself and the new digital mediums. Being the Greatest of All time (G.O.A.T), having an unabashed claim of authority and retaining one’s leadership or re-inventing oneself to remain at the top are real challenges of the time.

With dominant medium changing- this generation lives in the digital mode. Individual minds are connected to the idea of possibilities. The old-world grammar of education, capital and connections has given way. What the generation has going for them is the fact that they are born digital, and they intuitively understand the structure of this medium. They work with speed over perfection and have a lower fear of failure. As businesses, we must learn to remain agile and nimble and to build an organization/ teams with a new set of values and principles that excite and include this born digital generation!

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