With a population of 472 million, Generation Z in India is the largest in the world. This chapter studies the demographic breakdown of the members of Generation Z, their political and social concerns, their career aspirations, their workplace preferences, and the changing consumer attributes. The research design for this study incorporated a qualitative approach comprising of four focus group discussions (see Appendix). Members of Generation Z in India show common behaviours and preferences with their counterparts around the world. However, members of Generation Z in India have clear opinions and ideas of how youth can contribute to a developing nation like India.
Hameed, S. and Mathur, M. (2020), "Generation Z in India: Digital Natives and Makers of Change", Gentina, E. and Parry, E. (Ed.) The New Generation Z in Asia: Dynamics, Differences, Digitalisation (The Changing Context of Managing People), Emerald Publishing Limited, Leeds, pp. 89-104. https://doi.org/10.1108/978-1-80043-220-820201010
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