Kantar Unveils the Commencement of #PlanetY, a Thorough Research on Youth Furnishing Actionable Visions to Engage With Centennials & Gen Z

Mumbai, Maharashtra, India

Kantar, the globe's top data, insights and consulting company has in recent times started #PlanetY, a study giving a thorough understanding of the behaviours, values and approaches of present  day youth. The research reveals enhanced visions of two generations – Centennials and Millennials; based on comprehensive interviews with over 7500 upmarket youngsters (15-29-year olds) across metros and mini metros.

Foremost client segmentation and communication planning gadget that will assist marketers to design focused communication plans while reaching out to the Youth Marketers can flawlessly comprehend the lifestyle, behaviours and the digital life of present day Youth which will assist in engaging with this segment of clients in their own language #PlanetY deals with numerous aspects of their personality varying from their approaches & behavior, digital talent, shopping behaviour, leisure & lifestyle, entertainment alternatives, food habits & media consumption patterns. The study gives enhanced and actionable visions to marketers to comprehend their clients better as well as to find out ways for marketing tactics for this lucrative consumer sector. The research explores their views, values and mindsets across over 200 subjects which assists to comprehend their psyche. To the marketers, these would give stimulations to develop and custom craft communication proposals for their brands. Another vital sphere that has been explored is the youngsters’ fiscal literacy and orientation to towards money and wealth generation via an in-depth scanning of their investment patterns across several financial instruments, utilisation of online wallets, saving vs. spending acumen, etc. #PlanetY also comprehensively deals with client attitudes spanning over 50 types consisting of categories like automobiles including urban mobility solutions. A big part of the study is devoted to comprehending the digital life of these clients. It as well attempts to decode the function of digital influencers as well as undertakes a deep dive into usage of online entertainment alternatives for example OTT, music, gaming, etc. Speaking about the research, Hemant Mehta, MD, Insights Division, South Asia, Kantar, observed, “Centennials and GenZ are increasingly becoming key consumer segments for the marketers. Selling to the youth is a challenge faced by every brand today. With youth leading their lives online and through their smart phones, it is imperative that marketers understand the various touch points in their target consumers’ lives as well as decode the distinct roles that different digital properties play. This led us to design a comprehensive study like #PlanetY which tries to decode this consumer segment in a never before seen level of granularity. We are confident that this will help marketers understand their young consumers better and connect with them innovatively.” By ANJISHNU BISWAS