Genesis Burson-Marsteller unveil TR:OUTH

12 February, 2015

Youth is India’s firepower and they are making sure everyone stands up and takes notice. They exercise a powerful influence on our culture, are not afraid to take a stand, crave social interaction, continue to love selfies, are tech savvy, aspire for self-improvement. These are the patterns of youth behaviour uncovered by TR:OUTH 2015, Trends for Indian Youth study by Genesis Burson-Marsteller, which forecasts the trends our youngsters are likely to follow in 2015.

TR:OUTH is a result of a benchmark study first conducted in 2013 when we revealed trends ranging from fashion, media consumption habits, music, branding and more. This year’s forecast is a result of extensive pan-India brainstorming sessions that were conducted with a cross section of participants from millennial and Gen X age groups across different industry sectors. The consultancy used a specially adapted version of the Consumer Trend Canvas with the permission of and in collaboration with Elaine Cameron, Head of Burson- Marsteller’s Future Perspective Trend Analysis Group.

Parekhit Bhattacharjee, a young working professional says, “This is a new world; a world where the young guns call the shots; from choosing their favourite restaurant to buying their brand new car. But this runs through the gates of the old world. Word of mouth was what used to drive preference back then. With social media, it’s back to the same philosophy; the youth talk, engage, discuss and choose what they want and what they don't. It's pertinent for all the consumer brands to know what the youth do, think, eat and sleep.”

Deepshikha Dharmaraj, Chief Marketing and Growth Officer, Genesis Burson- Marsteller says, “The TR:OUTH: Trends for Indian Youth study has become representative of the constant changes that society and the Indian youth in particular, is undergoing. Times are changing at a pace faster than brands can keep up with. And this rapid change is being brought about by the exuberance that the youth of the current generation demonstrates. They no longer limit themselves to impressive and lofty platitudes, they act in a manner that leaves a deep impression among the public at large. Through our collaboration with Elaine, we have identified trends in the youth demographic to help brands target their products and services better.”

Elaine Cameron has provided the guidance and methodology to make the brainstorming sessions more structured and the findings more robust. She says “TR:OUTH is a truly cross border innovative collaboration as it involved a consultant based in Austria, me in the UK and the Genesis BM team across India. We adapted the trendwatching Consumer Trends Canvas to provide the team in India with an evidence-based framework for the trends.” Providing an overview of the trends, Elaine says, “Expanding global markets, greater connectivity, rich cultural urban environments are making the Indian youth increasingly driven, committed to improving themselves, and impatient about experiencing life. They no longer believe in the static way of life. Instead they have fun, they allow themselves to be surprised, embrace excitement. One key trend though has been that youth have become change champions – brands that give voice to the concerns of the masses will win in the long run.”

About Genesis Burson-Marsteller
Genesis Burson-Marsteller is a leading public relations and public affairs consultancy that delivers integrated communication services to some of the best global and Indian companies. Our focus is on creating real measurable impact on our client's business through evidence based, ideas driven and result oriented campaigns. We have created a network across South Asia which includes wholly owned offices in seven of India’s key metros and a strong affiliate footprint in over 200 cities across India and in neighbouring countries like Bangladesh, Bhutan, Nepal, Pakistan and Sri Lanka.

We are a big small firm, committed to Being More, with a seamless team that has a common purpose and attitude−integrated across practices (Brand and Consumer, Corporate and Financial, Telecom and Technology as well as Health and Wellness), Centres of Expertise (Corporate Responsibility, GBM Digital Studio, GBM Client Studio, GBM Content & Design Bureau, GBM Issues & Crisis Group, GBM Live! Newsroom) and Business Divisions (Step Up and The Outstanding Speakers’ Bureau) to enable our clients in achieving their business objectives.

For more information, please contact:
Ankita Sehgal
Genesis Burson-Marsteller
Phone: +9198737-97931

Acrobat Document gbm_pressrelease_trouth_feb15.pdf

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