Do you see a particular kind of restlessness in the air?
Do you notice the frenetic energy of young Indians, buzzing with ideas, ambition, and an insatiable drive to make things happen?
How do we make sense of this change in the aspirations-drivers and identity-markers of the emerging Indian youth?
In 1988, the Bollywood movie Qayamat Se Qayamat Tak gave us the iconic song Papa Kehte Hain, a track that perfectly captured the aspirations of an era. The lyrics conveyed a young man’s search for identity, shaped largely by his father’s expectations. Success, in that time, was about living up to those expectations—earning a respectable position, bringing pride to one’s family, and achieving a status that society recognized and validated. It was a time when success was measured in external benchmarks, when ‘success’ meant securing a steady job, owning a home, and being a source of pride for one’s kin.
Fast forward to today, and the landscape has shifted dramatically. The modern Indian Gen Z no longer sings Papa Kehte Hain with the same reverence. The idea of success has morphed, moving away from what is expected to what is personally fulfilling. The generation of khalbali — restlessness, movement, and constant action—has arrived.
The youth anthem has transformed. Meri Gully Mein from Gully Boy, the social drama that perfectly defines the aspirations and dreams of the new Indian, tells this different story — one of self-expression, of breaking boundaries, of forging identity not through lineage or preordained markers of success, but through raw ambition, passion, and hustle. The idea of status is no longer about who you are but what you do. Status is no longer static; it is a verb—an ever-changing, ever-updating narrative of action and reinvention.
From Displaying Success to Chasing Significance
Traditionally, Indian society was built on the foundation of santosh—contentment. Success was about stability, about knowing one’s place in a structured social hierarchy and fulfilling predetermined roles. The socialist era encouraged restraint, and aspirations were shaped by the need to secure rather than explore.
However, liberalization and technology ushered in a new wave of aspirations. The 90s saw the rise of jugaad—the art of making things work despite constraints. The early 2000s saw the explosion of career opportunities beyond the traditional paths. Indian Gen Z of today is not even happy with this middle phase, the jugaad-times in which their parents thrived. For today’s youth, their parents’ generation status was about something you acquired and displayed. It was defined by possessions—having the right car, the right house, the right job. It was about being seen in a particular way.
But for today’s youth, status is about doing, about being in motion. It’s about status updates—where you are, what you’re creating, who you’re collaborating with. Armed with access, exposure, and an unprecedented sense of agency — are breaking free from this script. They are no longer content with just displaying success; they are chasing significance.
Significance, not mere success, is the new goal. The question has shifted from “What will people say?” to “What do I want to build, change, or impact?” Chasing Significance is becoming the cultural imprint of the emerging Indian youth, the Gen Z.
Social media has played a crucial role in this transformation. Earlier, accomplishments were celebrated at family gatherings; now, they are shared in real-time through Instagram stories, LinkedIn updates, and YouTube vlogs. Success is fluid, dynamic, and driven by what’s next rather than what has been achieved.
Their Impulsiveness is Not Arrogance but Agility
One of the biggest misconceptions about Indian Gen Z is that their urgency signals arrogance or immaturity. It is a form of adaptability. Unlike previous generations who planned long-term careers in government jobs or traditional industries, today’s youth operate in a fast-changing environment where waiting can mean missing out. Their seemingly impulsive nature is not about recklessness but about seizing opportunities that align with their evolving goals.
This is why the impulsiveness of this generation should not be dismissed as arrogance or naiveté. What looks like rebellion is often a form of self-exploration. The desire to start a passion project, drop out of a corporate job to travel, or launch a side hustle isn’t just about rejecting the old ways—it’s about discovering self-worth on their own terms.
The Push and Pull of sanskaar, santosh vs the urge for Instant relevance
For generations, Indian youth were expected to follow a well-defined path—education, employment, marriage, and financial stability. This cycle, upheld by familial and societal expectations, ensured security but left little room for personal exploration. However, today’s young Indians, influenced by global exposure and digital connectivity, are rewriting the rules. They want success on their terms and on their timelines. The feeling of “I want this, and I want it NOW” is not just about impatience—it reflects a shift toward action-oriented ambition.
This shift, however, doesn’t come without its internal struggles. The Indian Gen Z finds itself in a tug-of-war between the sanskaar of santosh —the deeply embedded cultural values of respect, responsibility, and tradition—and the khalbali of wanting everything, right now. The contradiction is stark: they seek freedom, yet crave familial approval; they question traditional career paths but still feel a sense of duty toward financial security.
Brands and the New Language of Significance
Today’s Indian youth opt for gig work, startups, or content creation rather than conventional 9-to-5 roles. The ability to pivot quickly, fail fast, and learn is a strength, not a flaw. Brands and institutions that recognize this agility and support it with resources, mentorship, and financial tools will find deeper engagement with this audience.
For brands, this cultural shift presents a unique opportunity—and a challenge. The old formula of aspirational marketing, which equated success with material possessions, is losing relevance. The new Gen Z consumer isn’t impressed by status symbols; they are looking for brands that align with their need for expression, authenticity, and impact.
So, how can brands tap into this khalbali without falling into tired stereotypes?
- Speak to their Individuality, Not Just Their Ambition Gen Z doesn’t want to be boxed into a single narrative. They are multi-faceted, juggling careers, side gigs, creative pursuits, and activism all at once. Celebrate individuality over conformity — brands need to recognize and celebrate this fluid identity.
- Enable, Don’t Prescribe Instead of telling them what success looks like, brands should position themselves as enablers, not preachers — offering tools, platforms, and communities that help young Indians carve their own paths. Think creator economies, startup incubators, or skill-based learning platforms.
- Ditch the ‘Cool’ Act—Be Real Authenticity is key. Over-the-top, try-hard messaging that aims to sound ‘young’ often backfires. Move beyond stereotypes — Gen Z values transparency, inclusivity, and brands that have a clear point of view on social issues.
- Recognize That Money is a Means, Not the End Goal Unlike previous generations that equated wealth with success, today’s youth see money as a tool to unlock freedom and experiences. Tap into their sense of purpose — marketing messages that focus purely on accumulation of wealth feel outdated; instead, narratives around financial independence, self-sufficiency, and purpose resonate more.
The Future: From ‘Know-How’ to ‘Know-How-To-Do’
The Indian youth of today is not just consuming; they are creating. They are not just dreaming; they are building. The shift from ‘displaying success’ to ‘chasing significance’ is not just about personal identity but about shaping the larger world around them.
The Indian Gen Z is not standing still. They are not just workers. They are a generation in motion, driven by khalbali, by the pursuit of something beyond material success. This khalbali isn’t slow down — it is accelerating!
