The COVID-19 pandemic has overwhelmed the lives and livelihoods of people around the global as well has increased pressure on economic systems during the span of the past year. As every crisis of the past, this one is no different in terms of resulting in an impact on consumer sentiment, purchase habits and demand for products and services.

With the advent of modern-day technology sophistication and a more connected world, generational shifts play a more important role in setting behavior and trends than socio-economic differences do.

Millennials and Gen Z, in a young country like ours, as well as around the world, influence purchase habits in the economy as well as chart out a way for how people relate to brands.

The rise of the contactless economy has made COVID-19 different from past global crises. As the global environment grapples with the uncertainties of the global pandemic, experts are assured of one theme – the emergence of the next normal.

This report aims to highlight key trends of the next normal through the lens of millennials and Gen Z consumers in Urban India.