youth's desire

Kunal Sinha

Bold, brash, lost, confused, more demanding than ever, Westernised but then again, Indian at heart. The psyche of today's youth makes for an interesting study.

What are today's youth like? What do they want, what do they like, who do they idolise, or don't they? Ogilvy & Mather Discovery did an attitudinal study of the current generation by getting college students in various cities across the country, from metros to small towns like Indore and Patiala, to write in about the trends, dreams, fads and beliefs that made them tick. O & M also spoke to people who interacted with the young for their impressions. The study primarily gives an SEC A & B perspective as they set the trends. Here is what it found.

HUM hain naye, andaaz kyon ho purana? Or We don't need no education, we don't need no thought control! Which song, the Dil Chahta Hai number or the Pink Floyd anthem, do you think reflects the mindset of the teen generation today? Is it about the rebellious Seventies, or about a `we have a mind of our own, it is only tempered by reality 2000s'?

These are the kind of questions that are constantly popping up in meeting rooms and the minds of marketers and communicators who have ideas, brands and entertainment to communicate to the youth. Ogilvy & Mather Discovery uncovers behavioural and attitudinal insights into a set of people who are dynamic, vibrant, and constantly changing. The study began by looking at published data and literature. That threw up some hypotheses and unanswered questions, for which O & M Discovery spoke to youth directly. In those conversations, it got to know what was uppermost in their minds.

However, its experience suggested that the young are experts at donning different personae in different situations. To really understand what they are all about, O & M Discovery spoke to people who come into contact with a large number of young boys and girls in the course of their work. They were people who study the youth and write about them - sociology teachers at colleges, editors of youth magazines and marketers of brands targeted at the young: Nandini Sardesai at St. Xavier's College, Mumbai, Vikram Raizada, the marketing head of MTV, Lata Narayan, the head of the Child & Youth research unit at Tata Institute of Social Sciences, Mumbai and Priya Tanna, editor of Femina Girl.

The content of media that the young were watching and reading was analysed to see what trends they could possibly be deriving from these. Finally, the collective experience of nearly a dozen advertising professionals was pooled, in observing and communicating with teenagers. This article is the articulation of O & M Discovery's key findings about the teen generation, no longer Gen-X, possibly Gen-Cool.

Teenage archetypes

Archetype: the most perfect example of a particular kind of person or thing.

Archetypes enable us to define the character of any group. The beauty of an archetype is that it is culture-neutral. This analysis begins by identifying the archetypal teenage girl and boy, the source being the world of comics. There are two teenage girl archetypes - Betty Cooper and Veronica Lodge. Betty is the girl-next-door. She is a do-gooder and has a golden heart, is a young man's best friend, there when needed. She is loyal to one boy, Archie, and readily sacrificing. To most young Indian men, she exemplifies what a wife should be like.

Veronica is the rich, arrogant, insensitive girl who most men would like for a girlfriend. She is enchanting and alluring, and a magnet for boys in school, and at parties. The quintessential seductress.

If you think that the examples are too Western, think again. The Betty-Veronica archetypes have found expression in Bollywood: Ayesha Jhulka and Pooja Bedi in Jo Jeeta Wohi Sikandar, Juhi Chawla and Amrita Singh in Aaina, Kajol and Rani Mukherji in Kuchh Kuchh Hota Hai, and Kajol and Kareena Kapoor in Kabhi Khushi Kabhi Gham. Then there are three boy archetypes: the rich, arrogant, show-off Reggie, the average, perpetual trier, always-broke Archie, and the studious, nerdy Dilton. Again, the movie Dil Chahta Hai represents the three in its characterisation of Aamir Khan, Saif Ali Khan and Akshaye Khanna. From a marketing and communication perspective, an intimate knowledge of these archetypes can enable us to connect better with the consumer.

The physiology of teens

The first thing to appreciate about a young segment is that `young' cannot be a broad, sweeping generalisation. While archetypes enable us to appreciate the personality differences, physiology allows us to determine the biological changes that determine the manner in which the young begin interpreting the world.

The early teenage years, from the age 13 to 15, are the onset of puberty. This is the period of mid-brain development, when the young begin to see issues beyond black and white, good and evil, in shades of grey. They now develop the faculty to take things apart (analysis), explore it from a variety of angles and put solutions together (synthesis), and monitor how it works (evaluation). It is at this stage that they start understanding sarcasm, irony and innuendo. Psychologist Dan Acuff, in his book What Kids Buy, and Why, writes, "Their extreme selfishness and seeming inability to appreciate your point of view is in part a function of the development of the evolving brain."

As youth enter the late teens (16 to 19), the hormonal changes and their emotional and physical impact on their bodies is complete. They now begin to effectively relate to others and have the ability to create and sustain more relationships. Social mobility becomes desirable - and if we look back into our own lives, we know that this was indeed the time when we made the largest number of friends. As the pre-frontal lobe in the brain develops, the faculties of metacognition (thinking about one's own thinking), and empathy, being able to put oneself in others' shoes, take shape. The young mind can now control impulse reaction, reflect upon actions taken, and has the ability to plan for the future. There is increased space between stimulus and response. Logan Smith, in his book Afterthought says, "Don't laugh at a youth for his affectations. He is only trying one face after another to find a face of his own."

The manner in which such development affects behaviour is now discussed. In the early teen phase, the young discard the symbols of childhood. They are explorers seeking an identity asking questions like `What am I becoming?' and are experimentative in all they do. They lead a disciplined life - in school, regimented by uniforms and fixed timings. Theirs is a world of parents and siblings as they are still figuring out friends. There is an emerging awareness of gender differences. They do get pocket money, but spends are closely monitored by parents. They begin making independent decisions while buying candy, snacks, books, fast foods and clothes and express their opinion about consumer durables.

The late teen phase provides the first step into adulthood. It is a highly expressive phase, as the youth revel in their identity and begin looking for adult symbols to signal their coming of age. There is a sudden freedom from discipline, with the ability to dress as they like, and timings being beyond parental control. Identity is defined by belonging to a tribe, which dictates speech, dress, body language, interest and mindsets. There is a conscious search for attention from the opposite sex. The need to spend and consume heightens, and parental control over pocket money disappears. To sum up, the early teens are about Discovering an Identity; the late teens about a Window of Freedom.

Here are O & M D's eight key observations about the youth of urban India.

`I am a free bird now'

There is more to the symbolic discarding of the school uniform - it is a rite of passage, a transformation from rigidity to flexibility in what one can do. In college, there is free time because classes are not always back-to-back. Morning college frees some up to pursue vocational training or take up part- time jobs. In spite of `75 per cent compulsory attendance', it is possible to choose the classes one would like to attend. Bunking is indeed a freedom ritual.

Freedom, however, means different things to different people. When it comes to the choice of which course to pursue, all are free to choose. In terms of the place of study, there are some restrictions - all girls may not, for example, be allowed to go out of their hometown to study. The choice of clothes is entirely dictated by the family background and the city where one lives, and determined by the norms of acceptability. In large metros, however, they have found a way to beat the system - they carry a change, which they wear once they are out of range of their restrictive parents! In some ways, the young are always testing the limits of freedom with their elders.

Advertising for Bajaj Sunny Spice is all about exploring the world, albeit with parental approval. There is a strong desire to mix with the opposite sex, which meets varying degrees of success. As one college boy said, "When I joined college, I expected a lot of masti. But no such thing happened!"

Discipline at this stage of life is self-imposed rather than dictated by an authority. "We do everything within limits," they say. The first taste of freedom is an exhilarating experience, enjoyed whole-heartedly by boys and tentatively by girls. But they are always looking over their shoulder - for reassurance about the choices that they have made, from their parents and peers.

`Chalti ka naam gaadi ... zindagi'

For youth, mobility is essential. It takes two forms - physical and social. Physical mobility stems from the need to travel and live life in multiple spaces. It is manifest in independent, unescorted travel to college and places of entertainment. For the first time, the young travel out-of-town with friends and classmates, on holiday or `study-trips'. For those living in a hostel, it is about setting up an independent existence unencumbered by parents. Suddenly, owning a two-wheeler (and for the affluent, a four-wheeler), is very desirable - and often a reward from indulgent parents. Quite a few brands of motorcycles and scooterettes are thus targeted at this group, like the Hero Ezee & Winner, and TVS Scooty.

Parents feel the need to keep tabs on their mobile offspring, and cellphones enable just that - while giving the young a new symbol to flash.

Social mobility stems from the stratification that appears in college campuses. A subtle, and sometimes not-so-subtle, classification is the norm - these could stem from the place of origin, seniority or general orientation. So you have labels like hep-cats, town-types, fundoos, geeks, GTM (Ghati-turned-Mod), BTM (Behenji-turned-Mod), and Baap. Young boys and girls feel a strong need to move `upwards'; each group is outwardly dismissive, but inwardly envious of the other.

This mobile generation is faced with more options than ever before, and these are enabled by a multitude of media, from career and education counselling pages in the daily newspaper to the Net. Greater mobility and freedom open up new alternatives, forcing them to evaluate those options and make choices. Before taking the plunge, youth feel the need to `taste' the options, driving them to do part-time jobs. Summers are no longer for idling away and reading books. They are about gaining points for one's CV, to be better equipped for the job market.

This has a significant bearing for marketers. This moving target has a limited attention span. Multi-tasking leads to their being frenetically active, and they are constantly experimenting with the available options, always flirting with brands. The challenge, therefore, is to hold them to an idea or thought, and resolving some of the confusion that the immense choice causes. At the same time, their tolerance of different points of view is an opportunity, that makes it possible for different identities - signalled by consumption of different brands - to coexist.

`I wanna be ... '

For the young of today, success in the chosen profession is the most important parameter in choosing a role model, with its attendant trappings of material gains. "What use is idealism in today's world?", they ask.

Priya Tanna called it the `Taking Generation', one that will take from others - their families, their teachers, their friends, far more than they would give back.

The idea of a successful person would be someone who had Preity Zinta's chirpiness and their mother's pragmatism, their cousin's confidence and Malaika Arora's attitude: no single icon, but a mix and match of the desirable qualities.

People like Shabana Azmi and Kiran Bedi were mentioned as heroes, but most girls didn't actually want to be like them. "We admire them for what they have done, but please don't expect us to be that way" was the universal feeling. More often than not, the end result is glorified and the hard work required to achieve is glossed over: "I want that lucky break", they say.

Thanks to some heroes from relatively modest backgrounds who have made it big, there seems to be a belief that success is no longer the prerogative of the privileged. Talent and the right break can indeed propel those from humble backgrounds into the orbit of fame and plenty, is the belief, as young men in Ludhiana cite cricketers Harbhajan Singh, Mohammed Kaif and Yuvraj Singh as their icons.

Indeed, many girls are confident that an attitude, a sense of timing and a little help from the grooming experts can help overcome one's background and ordinary looks. It isn't surprising that many young girls mention Mahua, the plump, dusky, curly-haired singer from the girl band VIVA! as their favourite - she provides access to a dream they are chasing. It is clear that material success, with all its trappings, is the most appealing motivator to this group. Even momentary fame is extremely desirable. The challenge for marketers and advertisers is - how can they ease the route and provide opportunities to success?

Love ke liye kuchh bhi

karega? Not really!

For all the fascination with the opposite sex, when it comes to actual interaction, young boys and girls avoid serious involvement and commitment. It comes out of a single-minded pursuit of success in one's career. The boy/girlfriend thus assumes the status of an accessory, someone to impress friends with. Hence, when an out-of-town cousin from the opposite sex, or bhabhi's sister, or jeeja's brother comes a-visiting, he or she is taken around for movies and to restaurants - making the friends' circle wonder. This is practising romance and flirtation, not the real thing at all. Advertising for Elle 18 reflects this attitude, when it says, "I want to marry a guy with a sense of humour and a big bank balance, maybe not in that order." Overall, in most parts of the country, among most socio-economic classes, arranged love marriages are the norm, simply because they do not rock existing relationships. Why antagonise parents when you need them all the time?

The emerging practicality in romance can be seen in real life as well as in reel life. Rani Mukherji's character realises the futility of chasing Shah Rukh in Kabhi Khushi Kabhi Gham, and easily gives him up, and they remain good friends. At another level, a girl who cuts her finger during biology practicals quickly grabs a sheet of paper and writes `I Love You' saying, "I'm sure there will be some occasion to give it to some boy." Fantasies about love, however, have taken a sexual colour. One only has to look at the evolution of Mills and Boon over the last few decades. The woman is now an older, stronger and more independent character, while the man is no longer rich. From touching and kissing and implied sex, the roll in the hay is now de rigueur by page 121. The titles have changed from Chateau of Flowers, Home is Goodbye, Always Yours and The Other Side of Sunset in 1971 to One Reckless Night, First Class Seduction, Summer of the Storm and Wild at Heart in 2000. The young echo, "There is nothing wrong in it, as long as both are clear in their heart."

`Mere paas Ma hai'

For girls, it is the mother who eases the rites of passage into adulthood. She is friendly, understanding, and concerned. Mother and daughter share information, discuss private matters, go shopping together; the girl's first visit to the beauty parlour is with her mother.

In fact, the mother lives her own dreams through her daughter. She tries to give her daughter all that was denied to her - the opportunity for education and working; she is an ally to convince conservative fathers. Besides, the greater role of the woman in today's nuclear families allows her more say in decisions related to the daughter.

In keeping with tradition (and possibly genetics), boys remain close to their mothers. Boys would give their first earnings, even from a part-time job, to their mother. "I tell my mother about my girlfriends; she knows I smoke," said several young men.

The distance between the patriarch and the son keeps the mother-son bond strong. Ultimately, possessive mothers tend to put a strain on boys' relationships with other women. "My elder brother married out of caste, so my mother keeps tabs on me"; "I liked Jaya Bachchan's role in Kabhi Khushi Kabhi Gham. She was the ideal mother - who loved her son very much, even though she stayed with her husband."

The mother is thus an important influencer on the choices that the teenager makes. She plays multiple roles - as a figure of authority, problem solver, embodiment of trust, extension of self, and sounding board. Time to get her to join the party!

Can I be `18 till I die'?

In an achievement-oriented world, the pressures on today's youth are tremendous. For boys the pressures are greater. There is the pressure of growing up to be responsible, towards one's own family - which includes parents. "My father said - beta, today you are enjoying, but tomorrow, if you get less marks, you will be kicked out," said one 18-year-old. At the same time, from the peers, there is a pressure to be cool, to enjoy life. "You are not looked upon as cool if you don't have a girlfriend"; "What are you doing this weekend?"; "Chal yaar, bottoms up kar dey" are just examples of the sentiment.

Girls have it easier. It is her own initiative and drive that pushes her towards performance and a career, simply because, culturally, the girl is not expected to provide for her family. This affects her choice of courses - biotech and media courses are the popular education options she often chooses. With the pressure off, she has more options than a boy; since as long as she can earn enough for her indulgence and comfort, she is fine. A recent newspaper report cited that 42 per cent of boys in the age group 15-19 actually wishes they'd be girls!

Hence, for girls, career provides empowerment and gives them the confidence to face the world. Marriage and her family are the eventual goals for the majority, but there is an increasing significance of a career for self-actualisation and a better standard of living. Boys suffer from high performance anxiety, and there is a need to provide them optional paths to success and stability. Confidence as a motivation is key in both work and play spheres, and the symbols of success essential for recognition are a job and designation, a car, and finally, a home he can call his own.

`Beti ko beta na banayen ... '

Sound advice from a mainstream women's magazine - Vanita. Today, a girl finds comfort in her identity, accepting and taking pride in her feminine self. She defines the parameters of her performance distinctly differently from boys - she thinks she has greater responsibilities to fulfil, and more roles to perform between home and the workplace, eventually. Hence, she benchmarks herself against feminine ideals - in college, in office, a girl no longer wants to do better than the boys. She has done that. Now she wants to do better than the other, better-performing girl. The headline in an ad for Amity Business School is proof of this new drive.

Boys find themselves in a state of confusion. While on one hand, their masculinity is not allowed full expression as long as there is a father in the house, on the other, `caring' is possible only when they are older, have a wife and a child. It is a crisis of identity that is accentuated by the threat from girls in the world outside home.

Girls are becoming more expressive, and to boys, a threat to livelihood itself. Then, they are taking a knocking from the media. Advertisement after advertisement seems to be running down the young man at the expense of the young woman - Pond's Face Wash, Sunsilk, Everest Masala, Limca and more. The sensitive male archetype hasn't fully taken shape, hence that is not a model to follow yet. The nub of it all is: the boy-girl competing scenario is a novel one, but might lose connect and become passe very quickly as soon as the novelty wears off. It alienates boys, and girls no longer compete against them.

`Phir bhi dil hi Hindustani !'

For all the posturing, the majority of youth are like `reverse coconuts', white and Western outside, brown and Indian at the core. Psychiatrist Achal Bhagat observes, "There is often an oscillation between extremes - the need to seek approval from the herd as well as the need for individual expression, between Western and Indian attitudes." Hence, most experimentation with identity is superficial. Part of the behaviour can be attributed to the fear of permanent commitments at this early stage of life; part to the need to conform to a disparate set of values. So you have the same person being the cool dude at college and the good, responsible boy at home, the low-waist jeans wearing girl who can make great tasting aloo-puri. They desire transience and reversibility in their experiences. The popularity of fadeaway tattoos - look again at the Elle 18 advertising - and hair colouring is just one manifestation of this desire. This tells us to be careful, in reading too much into the overt behaviour of today's teenagers. There is much more to it, and exploring it can be fun and enriching, all at the same time.

To sum up, one can say that young people in India are today seeking reassurance and a sense of control. Brands and communicators - including those in the entertainment business - can provide that. In a world that is largely uniform, we need to acknowledge their values, and provide a source of integrity and differentiation that lets them be recognised and valued as individuals as well as a group.

The author is Vice-President (Discovery) at Ogilvy & Mather. This article is based on work done by the entire Discovery team.

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