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If men are from Mars and women from Venus, is
the species known as 'youth' from the moon orbiting
the distant Pluto? There comes a moment in our
lives when it certainly starts seeming that way.
And that's something you simply cannot afford
if you are a marketer in India today.
Sociologists and media pundits have homed in on
this cruel fact: 54% of India is estimated to
be under the age of 25. However, the consuming
class that is the target of most youth lifestyle
brands numbers approximately 16 million*. For
the purpose of this series of articles, we define
this class as urban youth.
The traditionally-defined youth demographic is
ages 15-24. But is this a homogeneous mass? The
youth at 15 and at 24 are two very different species.
The first is characterised by a focus on career
and consumption, limited by what the family can
afford or thinks is 'reasonable' (less than 1.5
million youth aged 12-21 are from socio-economic
class A1+, where money is not an issue).
But it's the second that's actually come into
its own with BPO and other entry level jobs booming.
The 'indie', or financially independent young
person, is a growing breed that needs to be identified
and targeted by marketers.
Youth is no longer a mere transit dharamshala
between being a dependent of the family and creating
one of your own. It is a potent economic and cultural
force. The consumer of today, the growth engine
of tomorrow.
Says Santosh Desai, president of advertising agency
McCann-Erickson: "In popular imagination,
childhood was seen as the golden era of one's
life, while youth was something much more troublesome.
Films about youth in India were about the restrictions
youth faced and their attempts to break out of
them. Now, youth is a far more celebrated phenomenon.
Almost all cinema is about youth. And the consumption
of the youth and their pleasure seeking has moved
centre stage."
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The
three stages of middle-class
youth
EARLY
YOUTH, AGES 13-21
What we traditionally used to
know as 'youth'. The youth as
depicted in advertising, and
immortalised in songs like 18
till I die. But while in the
West an 18-year-old is financially
and emotionally independent,
in India, this is still not
the case.
Key
decisions:
Education and career.
Influencers:
Parents, peer group.
Spending
power:
Rs 1,000-2,000 p.m.* Mostly
provided by parent, some earn
additionally.
Consumption
areas:
Clothing, accessories, food,
entertainment**.
Brands:
Preferences are developed, but
brand consumption is occasional
and aspirational.
So the average collegegoer wants
to own Levi's but does not necessarily
have to have a wardrobe full
of them. If a similar style
and fit is available at a lower
price he will buy it. Prefers
Cafe Coffee Day over Barista
purely on price. Always looking
for 'value for money'.
Opportunity:
To
develop more products at affordable
prices for this category, e.g.,
Airtel's Rs 50 recharge card.
In the absence of enough products
at such price points, early
youth frequently shop at unorganised
sector markets, e.g. Colaba
Causeway in Mumbai, Sarojini
Nagar in Delhi.
MIDDLE
YOUTH, AGES 22-28
The new 'youth'. Earlier, if
one had a job, one was called
an adult. Now, with few young
people shouldering the responsibility
of family, the money they earn
is pure disposable income. With
BPO jobs coming in, the number
of 'middle youth' has shot up.
Key
Decisions:
Career and relationships.
Influencers:
Peer group, workmates.
Spending
Power:
Rs 7,000-40,000 p.m.
Consumption
areas:
Personal clothing & accessories,
food, entertainment, also consumer
durables.
Brands:
Can
finally afford the brands he
aspired for in early youth with
own money. Evaluates Cafe Coffee
Day vs Barista over service,
quality, ambience, not price.
Seeks 'feel-good factor' and
expression of identity through
choice of brands consumed. But
is also value conscious.
Opportunity:
To keep innovating so your brand
is relevant and trendy.
LATE
YOUTH, AGES 29-?
Even after marriage and kids,
people aspire to look and feel
young through their choice of
clothes, entertainment and outlook
(just because I'm 30 doesn't
mean I can't have fun).
Key
Decisions:
Children, career advancement.
Spending
power:
Given household expenses, the
spending power remains equal
to or sometimes less than what
it was at the middle youth stage.
Also, many would be taking up
home and car loans, and pay
for children's education.
Influencers:
Peer group, workmates, spouse,
kids, inner voice.
Consumption areas: Household
+ kid products + personal clothing
& accessories, food, entertainment
Brands:
A mix of 'status' and fun brands.
Varies depending on personal
beliefs. In some areas one may
look for functionality and value
(like groceries) while in others
one may look for luxury
Opportunity:
Develop and position brands
that are fun and spirited, as
opposed to being boring and
conventional. But they should
not make 'late youth' appear
foolish, as in a 35-year-old
trying to pass off as 18. A
successful example is the rash
of lounge bars aimed at 30-somethings
who want night-outs, but want
to avoid noisy discos where
they would be considered 'uncles'
and 'aunties'.
* Purely discretionary; can
increase depending on specific
needs ** Includes cellphonel
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At another level, youth is a state of mind everyone
wants to hang on to, an image to hang out with.
Where does 'youth' stop and sensible middle-age
begin? Much later than ever before. Older Indians
are comfortable with the idea of enjoying life,
of experimenting - and other conspicuous and impulsive
behaviour once considered 'inappropriate at this
age'.
Futurist Faith Popcorn sees it as a global trend
towards 'downaging' - the tendency for older people
to act and feel younger than they are. So 40 is
the new 30, 30 the new 20. Conversely, 10 is the
new 15. The bhoot of youth is reshaping
the collective consciousness of India.
Finally, the globalisation of media and mindsets
has resulted in a new battleground - western vs
Indian values. As of now, balancing the best of
both worlds seems to be the young person's chosen
response. This shouldn't be seen as a victory
for 'Indian culture' though. Increasing affluence
may well lead to more radical choices for generations
to come.
For now, I set my sights on the urban Indian youth
and its aspirations, inspirations and perspirations.
* The number of consumers aged12-30 in SEC A and
B in the top 35 cities, according to NRS 2003
data.
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Rashmi Bansal, who put together this cover package,
is an IIM-Ahmedabad alumnus and founder-editor
of JAM. She can be reached at rashmi@jammag.com.
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