e4m & Lodestar UM podcast: GenZs highlight concerns over intrusive tech & fake news
In the third episode, Aditi Mishra, CEO, Lodestar UM, and Kulanath Kaushik from Lodestar UM’s strategy team, shed light on Technology, Automobile, and Health & Well-Being
E4m collaborates with Lodestar UM, one of India’s leading media agencies and a part of the Mediabrands India network, to create “Generational Zeitgeist” – a six-part Podcast Series that peeks
into Indian Gen Zers’ mindset.
Based on multiple sources of learning including a three-part pan-India study with 1100+ GenZ respondents, the Generational Zeitgeist podcast series covers a wide range of topics.
Each episode is a conversation between Aditi Mishra, CEO, Lodestar UM, and Kulanath Kaushik, one of the contributors to the study from Lodestar UM’s strategy team.
About the third episode
In this 3rd podcast, Lodestar UM CEO Aditi Mishra and Strategy Team Member Kulanath Kaushik talk about their conversations and surveys with GenZ on multiple categories, including 'Technology,' 'Automobile,' and 'Health & Well-Being’. Their findings were as follows:
Technology
Technology is an enabler for GenZ, providing convenience and comfort. While 90% of GenZs find the technology convenient, 86% feel it makes their lives comfortable. However, participants highlighted concerns over laziness, intrusive tech, and "fake news" cycles. Although they use service-focused tech platforms like Google and Facebook regularly, they tend to prefer product-centric brands like Apple or OnePlus.
Automobile
As the automobile market grows, prestige and aesthetics alone are no longer sufficient. Brands need a clear, strong point of differentiation that serves a purpose. Regarding electric vehicles and sustainability, GenZ has a realistic approach and would like to see infrastructure development, sourcing of power and raw material, and the actual green footprint of EVs.
Health & Well-Being
GenZ prioritizes mental health alongside physical health. The pandemic has brought mental health to the forefront of their conversations, and job satisfaction is a key criterion for them. While they prefer healthy food, they also indulge in treats for mental satisfaction. For them, complete well-being is the focus rather than physical health alone.
In this 3rd podcast, Lodestar UM CEO Aditi Mishra and Strategy Team Member Kulanath Kaushik talk about their conversations and surveys with GenZ on multiple categories, including 'Technology,' 'Automobile,' and 'Health & Well-Being’. Their findings were as follows:
Technology
Technology is an enabler for GenZ, providing convenience and comfort. While 90% of GenZs find the technology convenient, 86% feel it makes their lives comfortable. However, participants highlighted concerns over laziness, intrusive tech, and "fake news" cycles. Although they use service-focused tech platforms like Google and Facebook regularly, they tend to prefer product-centric brands like Apple or OnePlus.
Automobile
As the automobile market grows, prestige and aesthetics alone are no longer sufficient. Brands need a clear, strong point of differentiation that serves a purpose. Regarding electric vehicles and sustainability, GenZ has a realistic approach and would like to see infrastructure development, sourcing of power and raw material, and the actual green footprint of EVs.
Health & Well-Being
GenZ prioritizes mental health alongside physical health. The pandemic has brought mental health to the forefront of their conversations, and job satisfaction is a key criterion for them. While they prefer healthy food, they also indulge in treats for mental satisfaction. For them, complete well-being is the focus rather than physical health alone.
