Weber Shandwick India has launched the much-anticipated ‘Elections Matter: India Report’, shedding light on profound generational disparities in news consumption and electoral attitudes across the country. Conducted by their Corporate Advisory and Public Affairs division in collaboration with YouGov, the survey delved into the habits of Gen Z (18-24 years) and Millennials (25-44 years) in India’s major cities.The report underscores significant differences in media engagement: while more than 55% of Millennials stay updated with daily news, only about 36% of Gen Z shares the same enthusiasm. Digital platforms, particularly YouTube, have emerged as the primary source for news, surpassing traditional television channels except in Chennai and Bangalore.
Trust in media exhibits notable variations, with Google search, print media, and digital news platforms garnering higher credibility than social media counterparts notorious for misinformation. Print media remains preferred among Millennials, reflecting a preference for reliable sources amidst digital noise. Millennials express heightened motivation for elections, driven by civic duty and educational reforms, whereas Gen Z displays a comparatively tepid interest, hinting at potential political disengagement.
Regional nuances are evident, with voters in Delhi prioritizing infrastructure, while Chennai and Bangalore focus on leadership and transformative change. Rohan Kanchan, MD of Consulting and Head of Public Affairs at Weber Shandwick India, emphasized the report’s insights into evolving voter behaviors and electoral dynamics in the digital age.
