Studying the socio-economic life in India with hands-on research in various parts of the country, from metros to remote rural, I?ve found a new trend among Indian youngsters since 2000 which I?ve written about. I?ve named them the Zap86 generation. This new trend has nothing to do with American Gen X and Gen Y. Gen X are those born from 1960s to 1980s, after the Baby Boomer generation born in USA post?World War II. Gen Y, also known as the Millennial Generation, are the children of Baby Boomers or Gen Xers. They have a neo-liberal approach to politics and economics and portray characteristics of increased use and familiarity with communications, media, and digital technologies.
There is a difference between how the free economy of advanced, war-affected countries impact people versus how people become in the protected economy of underdeveloped countries. India never did have any influence of Gen X and Gen Y in the Licence Raj. These terms are mistakenly used here. Setting a new trend is not the monopoly of big countries like the US. The Zap generation of India is a completely new indigenous trend that will have enormous influence in the world. In the next 10 to 20 years, this new Zapper generation will challenge everything in India.
Because of economic and industrial advancement in the West, there is barely any difference of understanding between a 60-year old grandparent and 15-year-old grandchild. But this is not the case for those born in India from 1986 onwards with their parents and grandparents today. When economic reforms were introduced in 1991 these children were 5-year-olds, old enough to influence different lifestyles. This impact together with the 1991 proliferation of digital technology, and India?s history through the centuries, combined to form the Z disruption, a departure towards the free economy and liberalised ideas of the Zap generation. In historical perspective, Indian society?s mental and social shift have highs and lows that can be drawn like the letter Z as illustrated here. So Z disruption represents the new India. In metro and urban areas, Zap behaviour is highly expressive. In rural and small towns, even among lower income groups it is prevalent but may not be expressive, but this will also change with time.
In India, education, industry and politics still do not understand the Zap generation and Z disruption complexity. Here are the three generations Zap, Compromise and Retro.
ZAP generation
Common characteristics of Zap generation born in 1986 onwards (1982 born can be considered as reverse spin-off)
Influencer in society
Master of speed of technology
User of code language
Risk taker
Decision maker
Spender
Sexual liberation
Flirtation with jobs
Compromise generation
Common characteristics of Compromise generation born between 1967 and 1982 are:
Adaptor in society
Dominated by elders
Risk averse
American influence
Dominated by children?s demand
Investing mentality
Not open about sex
Prizes job stability in private sector
Retro generation
Common characteristics of Retro generation born before 1966
Licence Raj values
Influenced by Zappers
Avoids any risk
British influence
Sacrificing tendency
Savings mentality
Suppressing thoughts of sex
Security of routine Government job
Zappers are on the move, while Compromise and Retro generations will fade away.
Shombit Sengupta is an international creative business strategy consultant to top management. Reach him at http://www.shiningconsulting.com
