schema
A new industry report reveals a major shift among young Indians. According to the survey, 83% of Gen Z say they create content online.
Even more striking — 80% of them want brands to join in their world rather than talk down to them.
This data is reshaping how companies plan their marketing. Brands now must think beyond ads. They must become part of youth culture to stay relevant.
What the Survey Says & What Brands Need to Do
- Creators at heart: 83% of Gen Z describe themselves as creators. They don’t just consume media — they make it.
- Brand participation matters: 80% of these young creators want brands to engage with what they care about. They prefer brands that join fandoms and communities, not just broadcast adverts.
- Fandom drives content culture: 87% of Gen Z say they are fans of someone or something. Last year, 91% of them participated in fan activities — like video reactions, fan edits, memes or commentary.
This new reality has three clear implications for brands and marketers:
- Brands need to meet Gen Z where they are — in social communities, fan groups, content platforms — not just through traditional ads.
- Authenticity wins. Gen Z values real voices, honest content, and community-driven creativity over polished, glossy campaigns.
- Creator-led marketing is rising. Brands that partner with creators and support user-generated content (UGC) gain more trust and engagement.
Also read about: AI Content Creation 2025: Adobe Upgrades GenStudio Tools
Why This Moment Matters
Gen Z’s shift from passive viewership to active content creation is a turning point in India’s digital media landscape.
For many, content creation is a way to express identity, culture, humor, fandom — not just to entertain. What’s more, they expect brands to respect and join their world, rather than impose traditional marketing.
Marketers who adapt — by supporting creators, celebrating community culture, and enabling fan-driven content — can build strong, lasting connections with this generation.
The days of one-way advertising are fading. Welcome to the era of collaboration, co-creation, and shared culture.
More news to read:
