Upload
mittutorka
View
1.507
Download
1
Tags:
Embed Size (px)
DESCRIPTION
Citation preview
Understanding the youth of today
The common bond between the Madonna generation and the Pink Floyd one is the latter's
line - "We don't need no thought control".
The youth of today is…
As comfortable with mithai as with McDonald's, with pai lagoo as with playing pool.
They are the conservative
explorers
And they are a ‘happy lot’
44.5% of the youth believe that their parents make them happy, followed by
friends and partners.
Being happy and achieving success are the most
important in life.
- Hindustan Times Youth Survey, 2011
They are redefining their relationship with my parents
My parents are my friends
And they are not afraid to embrace their culture
‘Go Desi’ is the new slogan
They are moving beyond their lineage…
The youth today is exploring new avenues and spaces. From personal choices to professional
decisions, they are moving beyond the traditional strong hold ties.
And this is visible in their choice of role models
Role models
The top three role models amongst the youth are Sachin Tendulkar, A P J Abdul Kalam
and Shahrukh Khan.
These are all the outsiders taming unfamiliar terrain who
started from scratch and blazed a fresh trail.
-Hindustan Times Youth Survey, 2011
Their job expectations include an opportunity to experiment with new
skills, followed by an interesting workplace.
From Mumbai, nearly 64 % the students from the age of 12 -18 want to become reporters, advertisers, TV anchors and
even radio jockeys.
- Hindustan Times Youth Survey, 2011
To experiment with unconventional career options
Schools and colleges have moved beyond the class room
to offer a variety of courses range from Pet Care and
entrepreneurship, nature photography, organic
gardening , social entrepreneurship, art
appreciation courses etc.
The 6 subject curriculum is passé
Rising aspirations of the small towns
The young in Kolkata and Kochi are more money minded than
their counterparts in Delhi, Mumbai and Bangalore.
Kolkata (77 %) has the highest number of students using
internet.
74% students from mini-metros want to go abroad as compared
to 66% in metros.
-Hindustan Times Youth Survey, 2011
Youngsters in small towns are more open to pre marital sex as compared to their counter parts in the top five cities. 9 out of 10 women in the age group of
18 -21 in Indore said they had premarital sex.
With respect to drugs, 37% males and 32% females in Bhubaneswar want marijuana legalised. This is in sharp contrast to 85% Mumbaites who want it
banned across India.
The youth is not rebellious
For 80% of the youth the definition of adventure is fun and exciting as opposed to 18% for whom it is risky and dangerous.
90% of the youth does not drink while about 87% do not smoke. Approximately 45% believes that Marijuana should be banned.
- TGI survey 2009
They've employed tact instead of tantrum, deftly weaving their way around tradition.
They are individualistic
and opinionated
Because they are not
ignorant
More than 50% of youth read newspapers for 15 minutes.
They are aware of the about the multi-faceted problems lurking in India and believe in contributing to the society.
They are the new age social entrepreneurs
Several entrepreneurs like Manoj Kumar Mandelia who devised a solution to deal with wastewater management and producing electricity, Sweta Mangal
who established Dial L For Life or Rajnish Jain who supplies cooking gas extracted from pine needles to people in Uttarakhand have emerged in various
parts of India.
This has encouraged programmes such as Change Loom, Freedom of expression movement which encourage and support social action by young
people across India.
Video
http://www.youtube.com/watch?v=AFep91wW-Rk
This generation wants to strike it rich and strike it fast
But its important what their family perceives and thinks of what they are doing.
-TGI survey 2009
They are the responsible hedonists
Thank you