Gen Z’s study flight, home landing

Recently, Commerce Minister Piyush Goyal said that India did not talk about H-1B visa concerns with the US as it finalised the bilateral trade framework. He cited the main reason as the lack of interest among the IT firms to send techies abroad. Looking at the same problem from the potential employees’ perspective, a recent survey finds that most of Gen Z’s desire to go abroad to study, although a lower percentage wishes to work there. Maybe Goyal is on the right track. Like Indian firms, Indian job seekers have lost interest in overseas jobs.

A recent Snapchat survey among Gen Z, which was conducted in partnership with a media firm, finds that the young cohort views education as “an investment that unlocks options rather than as a fixed pathway.” Career, for them, is “marked by flexibility and continuous upgrading.” More than three-fourths of the respondents hope to pursue higher education, and more than two-thirds of the total want to study abroad. Hence, better education, especially abroad, is crucial. Hence, if the doors and windows to the American universities are shut, or partially closed due to the ongoing visa controversies, they will need to seek new options, maybe to Europe, Australia, or Asian colleges.

But there is a dramatic change when it comes to careers. Despite the craving for overseas education, Gen Z does not want to work overseas. A mere 13 per cent of the respondents wanted jobs away from India. Nearly half of them wanted to work in India, 28 per cent in the private sector, and 21 per cent in government or public sector. A quarter of them wished to become Indian entrepreneurs, possibly because of the opportunities related to ideas and innovation, wealth creation, and financial and other official benefits. Despite the myth that they fixed jobs, only 10 per cent want “creative or freelance” careers.

Yet, Gen Z desires work flexibility. Even in corporate jobs, they do not want fixed 9-to-5 hours. More than a third of the respondents were for hybrid models (a mix of work-from-office, and work-from-home), and another 17 per cent wanted only work-from-home options. Since 13 per cent wanted to be entrepreneurs, and nine per cent preferred field jobs, just over a quarter of the respondents wanted to be present in offices for 8-12 hours. Given this mix, it is logical that salary, which is largely a consequence of being in offices, is a motivator for just over a third of the respondents. Other factors such as work-life balance (24 per cent), security (17 per cent), and passion (15 per cent) are crucial.

The seemingly-tech obsessed younger people use the new tools in myriad ways. Artificial Intelligence (AI), for example, acts more like a “practical assistant” in areas such as study, work, and problem-solving. Tech does not lead these young people. Instead, they are a step ahead of tech, and decide how and when to use the AI tools. “I do not use ChatGPT to write my content. But I use it extensively to do my research, and give me some insights, which I can incorporate,” says a young 24-year-old budding journalist-writer. The same is true in other professions, where they understand the limits of AI.

Similarly, the use of tech in daily non-professional lives is functional. Two-thirds of the respondents agreed that AR tools help them to “understand products better than regular images or videos.” More than 60 per cent believe that AR-based demos for products are more “believable and trustworthy.” Thus, augmented reality is almost a substitute for reality, rather than traditional 3-D models. In social media, which is the place to generally express themselves, Gen Z uses AR to create content that is unique, and nearly 60 per cent prefer such content compared to static photographs, even videos. AR, most feel, helps them to express their online personalities better.

Personalities and identities reflect in other areas. Brands become important to Gen Z only if they feel personal, and have meanings that are relevant to the individuals. Savvy, polished, and finessed advertising does not work. This may imply critical messages to the advertisers. Single and uniform messaging may not work with this cohort. Even regional, and community may prove to be relevant. What is required, perhaps, are messages that appeal to individuals, and their friends, families, and social media acquaintances. Hence, Gen Z work and respond in closed groups that are smaller and more personal-oriented. Thus, social media groups may be a better advertising option.

As a report in the media that partnered with Snapchat states, “The 2025 data highlight a clear decision framework. Desi brands evoke pride. Products must ‘vibe’ with personal values. Purchases are made only if they offer clear value for money. Safe spaces are defined by inner circles rather than public platforms. Mutual wellness is seen as essential, not optional. Wealth creation is a long-term focus, while technology is used for efficiency, not just for visibility.” In essence, most values associated with decisions are related to personality, closed-group, specific values, and the so-called inner circles.

Logically, this mindset seeps into the emotional arena. Gen Z can discuss sensitive issues like mental health but within trusted circles. Intimate and intense support system is crucial. While one can talk about views, ideas, and opinions on social media platforms, personal conversations like daily life updates are reserved for close friends, and family. But there is openness within these closed systems. More than 70 per cent discuss mental health openly. Nearly 80 per cent share life updates. Yet, bizarrely, nearly 90 per cent give or get opinions on social media, and 64 per cent talk about personal lives there.

Like with brands, shopping follows the same paradigm. As the media report stated, “93 per cent research both offline and online to find the best deals. 87 per cent buy brands that have personal meaning. 84 per cent follow influencers who share real, authentic feelings. 79 per cent are open to buy niche or less-known products. 88 per cent take pride in buying Indian-origin brands. 79 per cent trust influencers who look and talk like them.” In a way, Gen Z is not about us versus them, or our generation versus others. It is more about ‘us’ within a small, intimate, trusted, and close group that shares and talks. As some of them maintain, “Deal hunting is a lifestyle. I just do not buy names, I buy meaning. If it feels like me, it wins. Only real influencers matter.”