Uncovering Gen Zs in India: The 3 Rs that B2B Brands Should Know

Gen Zs are shaping the future of commerce, technology, and the workplace in India—and they’re not here for surface-level hype.

Born between the mid-1990s and early 2010s, they are proving to be pragmatic, perceptive, and purpose driven. For B2B brands—whether in marketing, recruitment, tech, or education—understanding what matters to this cohort is no longer optional.

A recent ET–Snapchat Gen Z Index sheds light on how they behave, think, and consume. Three key themes emerge from the data and surrounding trends—what we call the 3 Rs: Relatability, Realness, and Results.

Let’s unpack each and explore what they mean for B2B strategies in today’s market.

1. Relatability: Influence Isn’t About Follower Count Anymore

“85% prefer influencers who are real—15% more than those who follow high-profile accounts.”

Gone are the days when flashy numbers guaranteed attention. For them, relatability beats popularity. They are drawn to creators who feel like peers—people who share their values, speak their language, and reflect their daily lives, not those positioned on a pedestal.

But relatability isn’t just about who delivers the message, it’s also about how the message is delivered.

Example Insight:
B2B brands looking to engage this audience should consider advertising with realistic narratives—depicting real workplace scenarios, social tension, or ambitions that they can see themselves in. Filming techniques like first-person POV (point of view) can make content feel more personal, as if the viewer is inside the story. A strong example of this immersive style can be seen in Netflix’s Adolescence, which is known for its one-take shots and first-person experience—making viewers feel as though they’re living the character’s journey in real time.

🔹 B2B Takeaway:
When designing content—whether it’s employer branding, recruitment videos, or product marketing—choose ambassadors who look and sound like your audience. Relatable delivery, grounded messaging, and immersive formats are the new currency of attention.

2. Realness: AI Is Great—But Only If It Serves a Purpose

“They values AI tools that ‘save time’ and reduce mental effort, not just flashy gimmicks.”

We’re living in an age where even rice cookers and vacuum cleaners are branded with ‘AI’—but that doesn’t automatically impress them. This generation isn’t anti-technology, but they are highly skeptical of empty buzzwords.

What they really want is functionality. If AI is involved, it better do something useful—whether it’s automating repetitive tasks, organizing content, or enhancing productivity.

For Gen Zs in India, who often juggle multiple responsibilities and career pressures, tech must serve a clear and immediate purpose. The more friction it removes from daily life, the more it earns their loyalty.

🔹 B2B Takeaway:
If you’re offering AI-powered platforms, tools, or solutions, lead with value, not vocabulary. Explain the problem it solves, show how much time it saves, and highlight the outcome it delivers. Empty “AI-powered” slogans are no longer enough—you need proof of impact.

3. Results: Ambition Over Adventure

“Indian Gen Zs study abroad for better job prospects, not lifestyle experiences.”

Some foreign students make it a point to enjoy the full experience of studying overseas—hall life, cross-cultural immersion, extracurriculars. But for many of them in India, studying abroad is less about the journey and more about the destination.

What they seek is clear: career advancement, higher employability, and a better financial future. The ET–Snapchat findings reflect a strong preference for practical outcomes over lifestyle perks. This perspective aligns with a wider trend—young professionals in India are laser-focused on ROI-driven decisions, especially in education, tech, and employment.

🔹 B2B Takeaway:
If you’re in the business of upskilling, talent sourcing, or education services, focus on the result. Highlight success stories, placement data, salary growth, or tangible skill gains. They aren’t sold by abstract promises—they want a clear path to results.

Final Thoughts: Winning Gen Z Requires Rethinking What Matters

The Gen Z generation in India is not easily swayed by prestige or polish. They expect honesty over hype, utility over vanity, and connection over campaign-speak.

For B2B brands, this means a mindset shift. Whether you’re recruiting fresh talent, marketing enterprise tools, or selling to startup founders in their twenties, your strategy should embrace the 3 Rs:

• Relatability – Communicate like a peer, not a brand.
• Realness – Show value, not just features.
• Results – Lead with outcomes, not intentions.

The brands that win Gen Zs won’t be the ones shouting the loudest. They’ll be the ones speaking the most truthfully—and delivering what they promise.

At Vintage Management, we provide consultation services to business owners, including those who want to expand into India. If you are one of them, please contact us here: https://seeandconnectsg.com/contact/

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