understanding the youth of today

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Understanding the youth of today

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Page 1: Understanding the youth of today

Understanding the youth of today

Page 2: 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".

Page 3: Understanding the youth of today

The youth of today is…

Page 4: Understanding the youth of today

As comfortable with mithai as with McDonald's, with pai lagoo as with playing pool.

Page 5: Understanding the youth of today

They are the conservative

explorers

Page 6: Understanding the youth of today

And they are a ‘happy lot’

Page 7: Understanding the youth of today

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

Page 8: Understanding the youth of today

They are redefining their relationship with my parents

Page 9: Understanding the youth of today

My parents are my friends

Page 10: Understanding the youth of today

And they are not afraid to embrace their culture

Page 11: Understanding the youth of today

‘Go Desi’ is the new slogan

Page 12: Understanding the youth of today
Page 13: Understanding the youth of today

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.

Page 14: Understanding the youth of today

And this is visible in their choice of role models

Page 15: Understanding the youth of today

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

Page 16: Understanding the youth of today

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

Page 17: Understanding the youth of today

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

Page 18: Understanding the youth of today

Rising aspirations of the small towns

Page 19: Understanding the youth of today

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

Page 20: Understanding the youth of today

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.

Page 21: Understanding the youth of today

The youth is not rebellious

Page 22: Understanding the youth of today

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

Page 23: Understanding the youth of today

They've employed tact instead of tantrum, deftly weaving their way around tradition.

Page 24: Understanding the youth of today

They are individualistic

and opinionated

Page 25: Understanding the youth of today

Because they are not

ignorant

Page 26: Understanding the youth of today

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.

Page 27: Understanding the youth of today

They are the new age social entrepreneurs

Page 28: Understanding the youth of today

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.

Page 29: Understanding the youth of today

Video

http://www.youtube.com/watch?v=AFep91wW-Rk

Page 30: Understanding the youth of today

This generation wants to strike it rich and strike it fast

Page 31: Understanding the youth of today

But its important what their family perceives and thinks of what they are doing.

-TGI survey 2009

Page 32: Understanding the youth of today

They are the responsible hedonists

Page 33: Understanding the youth of today

Thank you