Young consumers now trust content recommendations from influencers who share relatable experiences, as against celebrity endorsements and mega influencers.  These are the findings from a quarterly Index report ‘ET Snapchat Gen Z Index’ by Kantar that aims to deliver actionable insights into what drives engagement, affinity, and loyalty for the cohort.

The Q1 report reveals a significant shift in Gen Z's perception of influence, prioritising authenticity over fame and celebrity status. 80% Gen Z place higher trust in influencers sharing genuine experiences versus celebrity endorsements (67%) and mega influencers (75%). 

Emotional connection is indicated to drive their purchases, with a sizeable 85% more likely to buy from brands with personal meaning.

Also, deal hunting is a way of life for this demographic, with 84% doing research both offline and online to find the best deals. Interestingly, 83% of Gen Z take pride in buying Indian-origin brands, says the quarterly Index report commissioned by ET and Snapchat in partnership with Kantar. 

Often criticised for being digital-natives, the study seems to indicate that even as most are AI-natives, they are not ‘screen slaves’. While 81% actively embrace AI and AR tools, 82% consciously monitor their screen time, a clear sign of their desire to stay grounded in a hyper-connected world.

The Index covers three key elements, Gen Z brand report card, Gen Z cheat sheet, and Gen Z career and finance moves. 
When it comes to career and finance moves, this cohort believes in ‘Vibe' greater than '9-to-5’, with 34% preferring a hybrid setup, 17% opting for full-time WFH, and two in three Gen Z considering flexibility extremely important.

The findings also challenge stereotypes about youth spending habits with a surprising 24% of the cohort already planning for 'financial independence, retire early' (FIRE), while 31% consider building long-term wealth. Three out of four are saving at least 30% of their income, according to the report's findings.

The Gen Z brand report card Index evaluates brand performance across five core metrics: brand consideration, advocacy, brand love, trendsetting ability and excitement, based on which a composite brand index score is calculated that measures brand resonance with the Gen Z cohort. Each quarter, the Index aims to spotlight a fresh facet of Gen Z sentiment, shaped by the cultural and consumer trends of the moment offering a real-time window into how young India is thinking, feeling, and evolving.
 
Puneet Gupt, COO, Times Internet, stated, "At Times Internet, we believe in leading with insight. Our partnership with Snapchat to launch the Gen Z Index is a bold step in decoding the pulse of a generation reshaping the future of consumption, careers, and culture. This Index is where trusted journalism meets cultural relevance and research precision offering unparalleled clarity on Gen Z preferences and behaviour; a powerful resource for brands, investors, and policymakers alike. We at The Economic Times take pride in associating with Snapchat to introduce the most definitive and incisive GenZ index for our readers and brand marketers."  
 
Pulkit Trivedi, India managing director, Snap Inc., said, “At 377mn strong, Gen Z is the largest demographic in the country and while brands recognize their potential, market research indicates only 15% brands have a focused strategy to engage with this audience. The Gen Z Index is designed to offer CEO’S and CMO’s an insightful lens into Gen Z, helping them make informed and future ready decisions into how this generation is thinking, feeling and shopping today. Our endeavour at Snap is to continue offering an in-depth understanding of GenZ through valuable insights to brand marketeers, and this ET Snapchat Gen Z brand index study is a first of its kind initiative in India. Backed by the credibility of The Economic Times, Snapchat’s deep connection with Gen Z, and the research expertise of Kantar, the Index serves both as a benchmark of brand performance and a window into Gen Z sentiment."
  
The findings of the report are based on primary research with 708 samples (Millennials - 215 & Gen Z - 493) across metros and Tier1 towns like Delhi NCR, Mumbai, Chennai, Bengaluru, Hyderabad, Pune, Ahmedabad, Kolkata and Jaipur, Lucknow, Guwahati, Indore, Kochi, Chandigarh, Patna, Nagpur to assess consumer affinity towards brands across five  key metrics.