Mumbai: TBWA\India’s team has closely tracked and analysed changes in the world of Gen Z in their latest article, ‘The Wizards of Finding Zen’. The article offers an atypical perspective on Gen Z through the lens of social conscience, self-conduct, learning, interaction with the world and identity.

This article captures how Gen Z’s upbringing and interaction with the internet has transformed how they view the world and gain information. It further dives into what brings them a sense of belonging, what they seek and more.

Born and brought up in the internet age, today’s 17-21-year-olds are politely opinionated know-it-all’s.

Much like wizards of yore, with a swish of their wand or swipe on their phone, these young adults have answers to all the world’s pressing questions. They are self-sufficient and about the most sorted any college-going student ever has been.

This article aims to identify overarching shifts that have taken place for this ‘Wiz-Gen’ in their interaction with the world and themes for 2023 for brands to consider and act upon.

As the world around them continues to go through constant upheaval and change, Gen Z having more practice than any other group, have learnt to ride the wave to their rhythm and even cause ripples in the ocean when necessary. Here’s a generation that truly appears as frivolous as the top of an iceberg while the world keeps missing its depth.

“Every generation imagines itself as different than the others yet bears resemblance to their predecessors, if not the immediate ones. The younger gen z are strikingly different from the millennials, yes. But in their pragmatic way to negotiate change, do they have an uncanny resemblance to the baby boomers? Are they the 2023 version of the baby boomers? Worth a thought.” says TBWA\India chief strategy officer Amit Kekre.

TBWA\India CEO Govind Pandey adds, “Gen Z never ceases to astound us. It's truly captivating to witness their profound influence on culture and the unconventional spaces they choose to cultivate it. From clandestine speakeasies to intimate verandahs, the locations where culture takes shape speak volumes. This paper delves into the enigmatic realms of our contemporary obsession—the generation that occupies countless conversations.”