‘Millennial Paradox’

Bhaskar Bhat, managing director of Titan Industries, believes that businesses and brands need to understand the power of collective individuals. At the unveiling of ‘Paradox Panel’, a discussion forum of the company designed to develop insights into India’s 21-35-year-olds – the so-called ‘millennial’ generation. Bhat tells Nupur Anand why it is important to realise that for youth today the mantra is--’I share therefore I am and If you don’t share why would I care!’. Excerpts from the interview: A number of surveys have thrown a light on today’s individuals who are very opinionated, have strong individual personalities and are almost narcissistic. But at the same time, there is also a sense of collectiveness associated with it. They do not operate in isolation. They need and seek approval from friends and families. And this collective individualism is the millennial paradox.  Tt is important to understand  the power of the digital world. These collective individuals are always tweeting, sharing on Facebook, re-tweeting and connecting with others online.   74% of the Millennials (people born during 1980-2001) believe they influence their peers. People are micro celebrities due to technology now. It has been happening earlier too, but now this phenomenon has intensified. In fact, about 90% of the Millennials actually believe that it’s their responsibility to share feedback with companies after their good or bad brand experience. And therefore one has to recognise the power of these collective individuals.