Have you played the G STRING today?

SEXXX

ON THEIR MINDS & IN THEIR HEARTS

• FTV a favourite channel..
  "Its for the see-thrus' that I watch FTV "-



• Guys Internet is 'learnt'
  - to surf 'unmentionable' sites



• Romance - running around the trees is passé
  "Lip to lip kiss - no big deal"- Gals

"All those movies with guys jumping off cliffs if love fails is meaningless"

DOWN TO EARTH PRAGMATISM

• Make the best of the world, that is, rather than set the world to rights
  
  "Try to marry the same girl. If not possible, let go and go on with life"



• Lack of gaucherie with the opposite Sex - Interaction within Guys-Girls - not called 'dating' even when one-to-one
  
  "Tell him lets go for a coffee"   Chennai



• with both genders steering clear of the 'intense' sentimental types- those who want commitment
  
  "No room for sentees please"   Bhopal

"Why tolerate bullshit"

ATTENTION SPANS PLUMMENTING ALL THE TIME...

• Tackle information overload by selective avoidance and retention.



• Omnipresent technology juggled with ease by multitasking
  - Satellite
  - Internet / PC
  - Cell / technology



• Tech-savvyness worn on their sleeve 'Comp. Animated Graphics' 'Downloads MP3' 'Digital'



• A VISUAL AIDED Generation
  
  "Live shows give me a high - a feeling of being there"
  
  "Songs by artists - Phil Collins or whoever - has video clips from the film. That's best"

PERSONAL GROOMING

• 'Stress' a reality - yet continue to pack busy schedules… more to do in 24 hrs.



• Diet, Exercise - always on their minds [Visiting the gym / 'long walks' / Aerobics aspired to]



• Consciousness high, even if not follow themselves...
  "Soft drinks quench thirst but have zero (nutritional) value"



• Some usage occasions of Soft Drinks replaced by Tropicanas of the world
  "Wholesome. Good for complexion"



• Craving for a 'Return to Purity & Nature' via brands and products.

YOUTH TRENDS

THE BOHEMIANS

• Reticent, inner driven,


• Think different, Analytical


• Safety of groups not sought


• Confident but unspokenly so


• Love to go against the current

Re: Gym

"Other things important than merely having a good body"

Re: Pub / Disc

"I prefer to play bridge"

Re: Drinks

" Can you get me a glass of milk / water"

• Not moved by fads - 'what I wear is fashion' [come to gps dressed in apple green shirt / pathan suits... is making a statement]
• Loved by the Girls - more 'caring' partners, with 'sense of humour',
• Value 'Open mindedness' , 'Seriousness', 'Experimentation'

->Of the segments, highest of the low attention spans
->Nuances noticed [ Axe Train bf's puzzled expression]

EARLIEST ADOPTERS

• 'Haves' of the generation... material comforts taken for granted... digital dairy / mobile / PCs/ Cars
  
• Make the most of 'looks'
  
• Brand conscious but not 'to show' 'Not Nike / Adidas à Saucony' - Leaning to Western music / films/ fashion
  
• Active pastimes: gyms, tennis, dating, pubs
  
• Physique: indication of self discipline & control over indulgence -> Sign of mental stability.
  
• non smoker
  
• good posture
  
• not self conscious
  
• Attracted to 'risk' behaviour (bungee jumping) even if not directly participating
  
• Value freedom, experimentation, liberal mindedness
  
• Arrogance inbuilt - quick snap decisions (Active / Noisy participants in gps)
  
• Loved by the girls for the stereotypical aspects
  
• Money
  
• Hairy chest!

-> Lowest attention spans (fascinated when communication layered)

FUSIONISTS

"Co-ed friendships are 'saaf' friendships"

• 'Mixed' gender peer groups - 'common' and 'usual'
  

  "Friends who are boys - not bf as such"

• Chivalry' is out.
• At peace with parents - supportive atmosphere at home : open & frank [No angst]
• Animated & Articulate - well able to verbalise even discomforts
• Low attention spans (representing the times) and any 'waiting' is nerve racking…yet wear out low in spite of 'long' sessions.
• Quite 'easy' to locate (unlike Bohemians & E. Adopters) - suggesting the burgeoning representation of 'Fusionists' in TG in India.
• As widespread in B Sec as in A Sec; in smaller towns as in metros.

CHRYSALIS

• Sense of belonging to peer group important…often seek the security of a crowd.
• 'Bravado' evident in dealing with opposite sex
  

  "I can talk to my father about my girlfriend"

• 'Wannabes'
  

  "Now 18 yrs - free to smoke & booze"

• 'Likes' : Identifiable storylines… such as Just desserts (Axe Pied Piper); Guy gets gal; 'Fantasy' (Girl goes after guy)
• Afternoons at home - girls; Guys tend to spend as much time as possible outside home.

IN CONCLUSION...

YIN & YANG