Indian Millennials.pdf - Indian Millennials Millennials in China(415 million and India(440 million make up 47 per cent of the world’s millennial

Indian Millennials.pdf - Indian Millennials Millennials in...

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Indian Millennials Millennials in China (415 million) and India (440 million) make up 47 per cent of the world’s millennial population, and together, they will be the leading authors of our 21st-century narrative. The two Asian cohorts seem to have a lot in common. Both live in societies that pressure their young to do well in academics, find a good job, and marry by a certain age. They are groups – much like American Baby Boomers in their youth – that have far more opportunities and resources at their disposal than their parents. These millennials are the first upwardly mobile generation in their respective countries. Previous generations were born in small villages (China) and/or social castes (India) but that has changed with modernisation. Young people, according to Santosh Desai, managing director of Indian Brand Advisory Group Futurebrands, used to be “born something” but now can “become something”. Unlike their Western counterparts, Asian millennials seem confident they will live a better life than their parents. However, despite their similarities, India and China’s millennials have evolved in markedly different ways, and there are key differences between the two markets. Chinese millennials,
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