How Socially Conscious are Young Indians?

When asked who had the most influence in their decision-making, 32 percent of the youth said they alone decided what’s best for them. While 26 percent seek parental approval and 24 percent family appreciation.

Close to 37 percent of the youth no longer seek the society’s approval for their actions. They do not hesitate to do what they feel is right even if it means the society might frown upon them. Even those who normally abide by the societal norms admitted that they would fight for something they believed in.

21 percent of the youth showed concern about corruption, 18 percent with hygiene, 17 percent with ‘reservations’ and 8 percent with environmental pollution.

 In an interview with Campaign India, Aditya Swamy, executive vice president and channel head, MTV said,  ‘’ This time we’ve doubled the sample size – 5000 people across 31 cities. We’ve really looked at trend leaders, because those are the guys riding ahead of the wave. If you understand them, then you stay ahead of where your consumers are and your brand will stay ahead in the learning curve.’’ When asked what he felt were the key insights of the study, he responded by saying, ’’ Couple of key things. One, the reason it’s called ‘The power of one’ is because young people today are coming together as a collective and they’re using that force to bring about both social and cultural change. The other thing is that it’s a very sorted generation – it isn’t like “I have a dream and this is my reality.” They will translate their dreams into reality.’’

If this survey is something to go by, India sure is looking forward to a bright future.