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According to the report, more than 92% respondents claimed that they make it a point to celebrate festivals only with their families and loved ones while almost 75% are determined to continue their family traditions when they grow up
Ananya Panday and Sara Ali Khan.
The 2024 Instagram Trend Talk, a global survey spanning across India, US, South Korea, UK and Brazil, conducted by Instagram and international trend forecasting firm WGSN, suggests that the Indian GenZ is more committed towards their career pursuits as compared to those from other countries. The findings further revealed an interestingly rich taste in music and fondness for sports like cricket among the GenZ. However, there still persists a popular belief that the Indian GenZ has grown distant from its cultural roots and heritage owing to the western influences & globalization. Especially with regard to their attire, even the Instagram Trend Talk mentioned that the GenZ prefer wearing clothes in “unexpected ways”.
But a new finding by India’s first homegrown fashion forecasters ICH NEXT has suggested that this might not really be so true, especially in the wake of the ongoing festive season. The consumer behavior-centric dipstick explored the opinion of Indian GenZ, between the age group of 15-25 from at least 14 different cities, about their engagement with Indian festivals and what festive attires mean to them. The report titled ‘Indian GenZ and Ethnic Festivals’ taps the sentiment of the urban Indian youth from a consumer behavior perspective, and is essentially a dipstick into their engagement with Indian festivals.
“Amongst the most remarkable findings is the fact that a whopping 80% of the respondents showed enthusiasm for wearing traditional outfits whereas only 1% opted for an all-out glam look during festivals. The key takeaway for apparel and clothing brands is to place greater emphasis on offering fusion wear that blends western and ethnic styles. Brands should focus on creating fusion options that combine traditional aesthetics with contemporary styling. Fusion looks, such as pairing crop tops with lehengas, have become increasingly popular among the generation. A large chunk also expressed a preference for a low-key chic look,” said Anuradha Chandrashekar, the Co-Founder and Chief Creator of ICH NEXT, who spearheaded the report.
Elaborating further, ICH Creative Co-Founder and Brand Specialist Kanika Vohra added, “While the report is an eye opener for clothing and apparel brands that cater to the GenZ, it throws some light on beliefs in the societal context as well. The findings suggest that the Indian GenZ is out there to bust several popular myths, whether it’s about being disconnected from family’s festive traditions or prioritizing food over everything else. That being said, the GenZ is not shying away from partying and making great memories. As for their style and fashion statement, they choose traditions and comfort.”
According to the report, more than 92% respondents claimed that they make it a point to celebrate festivals only with their families and loved ones while almost 75% are determined to continue their family traditions when they grow up. If the findings are to be believed, at the core of the festivities for the GenZ is – Family First, Party, Glamour and Holiday vibes.