Articles liés à Who Is GenZ?: India's Alternative Generation

Who Is GenZ?: India's Alternative Generation - Couverture souple

Das, Dr Bhaskar

 
9788168381124: Who Is GenZ?: India's Alternative Generation

Synopsis

Who is Gen Z? India's Alternative Generation is the first qualitative study of Indian Generation Z values, attitudes and lifestyles conducted in the Indian socio-cultural context. Drawing on primary research with young Indians across metropolitan and Tier 2 cities, the book introduces the GIF Framework, Generational Influencing Factors, a theoretical model that explains how any generation's values are shaped by the convergence of contextual catalysts, societal realignments and individual value systems. The book maps four generations of Indians through this framework and argues that Gen Z's defining meta value, Alternative Thinking, is the rational and coherent response of a generation shaped by COVID-19 and India's rise as a global economic power. Published posthumously, the book represents the final intellectual project of Dr. Bhaskar Das, one of India's foremost media and marketing thinkers.

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