#4 Nine Months of Writing Cultural Commentaries: What I learnt

When I first started cultural commentaries for this market research juggernaut concerning the behaviour of Gen Z in the Indian marketplace, I knew I was in for a ride.

Over the past nine months, I've had the chance to delve deep into trends concerning the Gen Z culture over short-form content formats that get influenced by it and brands that monetise that influence. Today, I want to share with you the lessons I learnt on the way.

The Beginning: Finding the Tail and the Head

As a member of Gen Z myself I thought I had a good grasp of the preferences across the apps, aesthetics and everything in between. Only to realise that my personal preferences and experiences are only a microcosm of the vast population that makes up this generation. I needed to dig in deeper.

My initial commentaries were broad, often scratching only the surface of trends and behaviours. I relied heavily on obvious observations and well-known stereotypes about Gen Z – our addiction to smartphones, our short attention spans, our obsession with social media, fixation with aesthetics.

While not entirely incorrect, these surface-level insights didn't capture the depth and complexity of our generation. At least, I was failing forward until I learned the method to the madness.

The Learning Curve: Knowing where to dig

As days turned into weeks, I began to develop a more nuanced understanding of what would make for a good commentary. I learned to look beyond the apparent trends and dig into the underlying motivations and values driving them.

This meant not just observing but actively engaging with diverse groups within Gen Z, from different regions, socioeconomic backgrounds, and subcultures, if it meant making different social media handles keeping tabs on diverse community forums and going down the rabbit holes of comment section- I did it all.

What struck out was the roaring diversity within Gen Z in India. We're not a monolithic group with uniform tastes and behaviours (which most brands try to force-fit us in). Instead, we're a complex mix of subcultures, each with its marriage of traditional values and modern aspirations finding more visibility and participation than before.

This realization fundamentally changed how I approached my commentaries, moving from broad generalizations to more specific, context-driven insights. The ball was finally rolling.

Learning that with Brands, it's Always a Two-Way Street

Writing from the POV of brands trying to connect with Gen Z was revelatory. I began to see how challenging it can be for brands, especially those with long-standing traditions and a legacy to live up to, to engage with a generation that values authenticity above all else.

I learned that successful brands don't just speak to Gen Z; they listen and adapt.

The most impactful campaigns I analyzed were those that tapped into genuine Gen Z values – sustainability, inclusivity, and social justice – and did so in a way that felt organic and sincere. It's simple but not easy, the best in business know it. The ones who engineered the insights won over try-hards every time.

This journey also made me more critical of brand efforts that missed the mark, even the ones I worked on in past. I developed a keener eye for spotting performative activism, token representation, and attempts to capitalize on trends without understanding their significance to Gen Z.

The Devil is in the Details and So Will Be The Cultural Nuances

I began to appreciate the subtle nuances that often go unnoticed. The way language is evolving and accepted on social media, with English, Hindi, and regional languages blending into a unique form of expression and making its way to my explore feed. The rise of hyperlocal content and the celebration of regional identities alongside a global outlook with apps like Sharechat, Moj and Josh were game changers.

It compelled me to ask investigative questions like

What specific trends or patterns emerged in hyperlocal content that reflect the celebration of regional identities?

Which brands in India are successfully balancing global appeal with local sensibilities in their campaigns targeting Indian Gen Z?

These nuances became central to my commentaries. I learned to highlight how successful brands navigate this complex cultural landscape and speak to both the global and local sensibilities of Indian Gen Z which translates into campaigns.

Always a Consumer of Culture, Now a Curator Too

I've developed a deeper appreciation for culture magazines, culture voices in social media and brands that have dedicated folks in place just to be a regular participant in culture. The power of culture in this information age is the soft power brands are rediscovering they always needed, the rise of K-pop and its impact on the economy makes for a great example. Some of the blind spots have come off. I've become more aware of the forces shaping my preferences and those of my peers.

This experience has made me a more critical consumer of media and advertising. I find myself constantly analyzing the cultural cues in advertisements, the underlying messages in social media trends, and the values reflected in brand actions. It's as if I've been given a new pair of glasses through which to view the world around me.

Writing these commentaries has also given me an understanding of generational dynamics. I've come to understand Gen Z not in isolation but as part of a continuum, influenced by and reacting to the generations that came before us. This has fostered in me empathy for different generational viewpoints and a deeper understanding of intergenerational conflicts and collaborations.

What's next for me?

If there's one constant I've learned about culture, it's as cliche as it gets, that it's always evolving, ever-expanding. To claim one has figured it out one can hold sand with a tight fist. What's trendy today might be passé tomorrow, maybe in the next ten minutes.

No matter how much I think I know about Gen Z culture or brand interactions, there's always more to discover, more nuances to unpack, and more to consider. After all, culture is not something that happens to us – it's something we actively create and shape every day, regardless of whether we participate on social media or not.

The values we hold dear may shift or find new expressions. And that will never not be interesting to learn. I am now charting more opportunities with brands and insight agencies to do this across different formats and mediums.

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?? Hello, I am Meggha Sharmma! I am using my newsletters as a space to talk about my learnings at work- the little notes on the margin away from strategy decks, cultural commentaries and editorial mood boards for all things brand. Follow along with my weekly newsletters!