Inside the Minds of Gen Z and Millennials: Targeting India’s Next-Gen Consumers in 2025

A tale of comparison we all have heard before, Gen Z vs Millennials, but today we are doing something different. We are actually diving deep into their purchasing journey and how they’re distinctively different from one another. Where Gen Z moves fast, clicking that “Buy Now” button before a 30-second reel ends, Millennials, on the other hand, take time to do their own checks.

They may purchase the same product, but the path they take to adding something to their cart is indeed different. Gen Z and Millennials aren’t just different in terms of age; they have two different worlds, including language, values, and buying habits.

In this blog, we will discuss the way these two generations use their brains while shopping, and we will learn from brands that have succeeded with their creative marketing strategies.

The Basic Facts about These Generations Gen Z, born between 1997–2012, is the first ever generation that got access to the internet very early in their life. Growing up with smartphones, social media, and instant everything, virtual is not separated from real life; in fact, it is real life.

Now, Millennials (born 1981–1996) people do thrive with digital everything, but they also had a life before social media hit the mainstream. They have learned and adapted the ‘all screen’ lifestyle gradually, which makes them cautious internet users.

https://storage.katha.today/cEP9VseDDjS6PFXRzDPTk9SU How They Spend Their Time Now, here it gets a little interesting:

Recent studies show that Gen Z spends up to 7 hours daily on their phone. They are constantly switching between apps, devouring short-form content, and making quick decisions. They don’t count shopping as a separate activity; it happens while they are scrolling or chatting with their friends.

On the other hand, Millennials spend comparatively less time on their phone (4 hours) daily. They like it when their virtual and physical experiences work together seamlessly. Their research may start online, but the purchase happens after they have touched the product in stores. How They Actually Shop

Think of Gen Z shopping like: they see, they want, they buy, often within minutes.

Their shopping style:

1. Mobile-first everything: If your checkout process takes more than 30 seconds on a mobile, we are sorry to break it down to you, but you have lost them.

2. Visual decision-making: They’d rewatch a 15-second product demo rather than reading three sentences.

3. Social Shopping: They are constantly discovering new products on social platforms via their favorite influencer or friends, and they like to shop without leaving the app.

4. Subscription-happy: The average Gen Z has 8+ subscriptions running in their name. They are indulging in recurring purchases from music to skincare.

Even though they love online shopping, most of them visit aesthetic and Pinterest-coded stores physically. They want an Instaworthy experience and understanding staff who understand their trending Insta references.

Millennials shop like they are making a long-term investment, because often they do.

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Their shopping style:

1. Research-first: They will read reviews on different platforms for a single product, compare prices, and discuss with their friends before purchasing anything substantial.

2. Brand loyalty with conditions: They’ll stick with brands that deliver quality and value, but they will switch if you disappoint them.

3. Sustainability: Around 71% of the crowd chooses a brand that aligns with their values around environmental and social issues.

4. Multi-platform journey: They might discover your product on Instagram, research it on Google, read reviews on Amazon, and finally buy it in-store.

In fact, Millennials do shop online quite frequently per month, but they value detailed product information, clear return policies, and great customer support.

Gen Z vs Millennials: Digital Shopping Data (2025) Metric Gen Z Millennials Prefer online shopping over in-store 65% 70% Shop online at least once per month 72% 81.3% Willing to pay more for sustainable products 33% consider 'very important' 66% Rely on online reviews before purchasing 81% check ingredient transparency 72% Used AR shopping tools 59% have tried AR/AI 72% Prefer mobile apps over desktop 80% prefer mobile shopping 55% Abandon carts due to high shipping cost 56% 65% Demand seamless omnichannel experience 55% expect connected experience 52% Find new products through TikTok and Instagram 70% 60% Shopped on Amazon in past month 72% 79% Prefer environmentally responsible brands 41% 'always' or 'often' consider 80% Reuse or repurpose products 52% 68% Prioritize minimalist design 43% 55% Liked live chat customer support 68% 61% Use social media for shopping discovery 70% 60% Buy directly on social media platforms 54% 40% Number of active subscriptions (avg) 8 5 Mobile shopping preference 80% 55% Physical store visits weekly 75% 58% Daily smartphone use (hours) 6.5 4 Impulse purchase admission 68% 95% Table data source from: Source 1, Source 2, Source 3, Source 4, Source 5, Source 6, Source 7

What Really Matters to Them Both groups can smell fake from a mile away. So for any brands to win their loyalty, they have to offer transparency and honesty about their services. Also, it’s crucial for both generations that any product’s environmental impact, fair labor compensation, community support, and expect brands to care more than just profit. Gen Z’s Non-Negotiables https://storage.katha.today/dLkA7vm8oT9pdQhUcM93Y9F1

Don’t just say you care about the planet, show them exactly what you’re doing to make an impact. Gen Z wants receipts, not just promises. They notice who you're featuring in your Ads, who works at your organisation, and whose voices you amplify. Diversity for Gen Zs is not optional, it’ expected. Millennial Priorities They are willing to pay more for products that last and brands they can trust. This generation has learned its lessons after using cheap products in the past. They also want to know where your products are coming from, how they were made. While they often kill for a steal deal, a purchase that solves real problems indulges them more.

How to Actually Reach Them There are some excellent strategies and steps; understanding them helps reach these crowds easily. Winning with Gen Z

1. Master Short-Form Content: Create snappy, visually compelling content for Instagram Reels. Think 15-30 seconds of pure value, whether it is a quick tutorial, a before-and-after transition, or someone genuinely saying a good thing about your product on camera.

2. Use Real People, Real Stories: Gen Z trust their own squad more than any celeb. Featuring actual customers using your product in their real surroundings isn’t just nice, it is essential.

3. Make Buying Effortless: If they can’t bag it directly from that Insta story where they have discovered your product, you are making it too hard. Investing in a one-click purchasing mechanism is the way to hook them.

Connecting with Millennials

1. Invest in Long-Form Storytelling: Millennials appreciate depth. Create detailed blog posts, in-depth video guides, and descriptive product information. They want to understand why they should purchase what you are selling.

2. Highlight Your Credentials: Bring out your certifications, awards, and company values. Your email marketing, social media, website, and physical locations should all feel connected, because millennials move and verify between channels

3. Rewards and Loyalty: develop meaningful loyalty programs and referral systems. Millennials appreciate being recognised for their continued loyalty and are always happy to recommend brands they trust to friends and family WhatsApp groups. Brands Getting It Right A few of the brands figured this out very well. Let’s look at their journey:

HUL’s Regional Revolution

Recently, Hindustan Unilever made a bold move; they went from working with 700 influencers to over 12,000 in just one year. But here is the smart part: they didn’t just increase the numbers, they went local.

Instead of focusing only on mega-influencers, they partnered with local creators who make content in regional languages, value local culture, and connect with people in their own community. Now 40% of their advertising budget goes to digital marketing campaigns featuring these real and relatable voices.

Why it works: Both generations engage with culturally relevant content that feels personal and genuine, not something out of a corporate media room. Starbucks and the "Little Treat" Culture https://storage.katha.today/nDp77jQWrwxP9o5RPGA2i1Tw

Starbucks tapped into something both millennials and Gen Z love, turning everyday purchases into something special. They encourage customers to share their Starbucks experiences on social media, but not in a forced way.

They have made their products part of people’s routines and celebrations. The morning coffee that starts your day right, that pumpkin spice latte that marks holidays.

The genius: They've positioned their products as affordable luxuries that fit into the "little treat culture" both generations embrace. Where We Step In Here's the truth: Gen Z and Millennials aren't just different ages, they're just different species of consumers. The winning strategy for any brand isn't choosing one over the other; it's understanding both well enough to speak their languages fluently. In 2025, the brands that succeed will be those that can create Gen Z-coded content that stops their thumb instantly while building Millennial-focused experiences that retain long-term relationships. They'll move fast enough to stay relevant but be thoughtful enough to build trust. Want to create experiences for your own brand? At Katha Ads, we specialize in creating authentic connections with the consumers who matter most to your brand. We work with creators who genuinely understand these audiences because they are these audiences. Let's build experiences that Gen Z and Millennials actually want to be part of. Contact Katha Ads today to start conversations that convert with both generations. Visit https://katha-ads.com/ignite/ or contact our team at contact@katha-ads.com.