SHOT GENERATION

Youngsters, the world over, are constantly being given new descriptors every now and again. For most part marketers assign an alphabet to describe youth, there's GenX, GenY, E-gen, GenNext and now Pepsi is running with Youngistan.



There are many more alphabets waiting to be explored by the experts. But never before have India's youth been called the 'Shot Generation' is simply about 'I want it and I want it now.' An impatient lot in pursuit of all the good things in life but equipped with very narrow attention spans, they move from one exhilarating experience to another without any certainty of returning or lasting loyalties. In the bargain, just making life hell for marketers.

'The Truth About Youth: Exploding the Youth Homogenity Myth' is a good descriptor of young people's consumption styles today.Increasingly, one of the thorniest issues for brand marketers and researchers is how to profile and address this consumer group that is evolving rapidly, adopting trends and technologies at breakneck speed, but often tiring of them just as effortlessly.

Indeed, youth across the globe, share certain unique characteristics such as they all aspire for 'the high life', want fun 24/7, get bored easily, derive a thrill from taking risks, always want to make the right impression, and look down on hankering for money.

The study found that in the department of dreams and aspirations, while in metros the youth focus is money, in smaller towns it's fame and the aspiration to be a local hero -- Bunty & Babli fascination.

There are stark differences even in the way these segments view the same iconic figures. While small town boys and girls are less discerning and possess high loyalty, in the metros the young and restless are a bit more critical.

However it is getting harder and harder to spot youth tribes, those are groups of youth markets that are defined by shared qualities and preferences, as more and more young people are fooling around with their identities.