A recent study depicted the youth’s evolving attitude towards work and life. Ritu Pandey reports
They are curious, expressive and self-centred. That’s a common refrain about India’s millennial population (those aged between 21 and 35 years). Parents complain about their carefree attitude. Others find them too individualistic. But while the Gen Y obsesses over expression of its personal choices and opinions, it is also exhibiting an unprecedented desire to share and belong to communities personally and professionally, online and offline. Termed “collective individualism”, this contradiction is evident in all aspects of the lives of the millennials from travel and tourism to their attitude to their work and life in general, said S Ravi Kant, CEO, Eyeware and EVP Corporate Communication of Titan at a panel discussion to announce the company’s third Millennial Paradox Quarterly on Tuesday.
Millennial Paradox is a study conducted by Titan’s Paradox Panel, a think tank that analyses demographic behaviour and its implications on Indian brands. Addressing the gathering, Kaustav Sengupta, associate professor, National Institute of Fashion Technology explained how today’s “collective individual” traveller aspires to be, not merely a visitor, but a genuine protagonist in the places he visits. “Millennials’ approach to travel truly reflects the Millennial Paradox. They religiously crowd source information and opinions before deciding on a journey, but what they ultimately seek is an experience,which is very personal. And ultimately, they want to share their experience through blogs and photographs with their community,” he said.
Speaking on the occasion, adman Sam Ahmed said, “While the earlier generations were cliquish, who travelled only with their huge extended family, GenY seems to be more inclusive.” The Paradox panel study reveals that almost 40 per cent of the youngsters surveyed wanted to travel “only with their friends.”
On the study’s other findings particularly those highlighting the millennials attitude towards work-life balance, the panel felt that work and life are no longer two things for this generation. “For them work is simply a means of self-expression. They’re looking for the commerce lubricated with conscience,” said Dr Bino Paul, chairperson, Tata Institute of Social Sciences. Ahmed said millennials are happy to break organisational structures to be like a spungy amoeba which can take any shape. And social media is the primary medium for self-expression within the work place.