New Delhi: Consumer electronics entrepreneur Aman Gupta believes brands that continue relying on traditional marketing playbooks risk becoming irrelevant in an increasingly competitive marketplace. Speaking at a major industry event, the boAt co-founder urged businesses to stop playing safe and start paying closer attention to Gen Z consumers, whom he described as the driving force behind changing brand dynamics.
According to Gupta, one of the biggest reasons behind boAt’s rapid growth was its ability to identify changing consumer behavior early and empower younger employees to shape the brand’s communication strategy. He emphasized that brands must move faster, take calculated risks and build authentic relationships with younger audiences rather than relying solely on conventional advertising.
The importance of Gen Z cannot be ignored. Industry reports estimate that Gen Z already represents more than two billion people globally and is expected to account for a significant share of consumer spending over the next decade. In India alone, this demographic is influencing trends across fashion, technology, entertainment and digital commerce.
Unlike previous generations, Gen Z consumers are highly active on social media, value authenticity and expect brands to participate in cultural conversations. Research shows that younger consumers are more likely to support brands that align with their values and communicate transparently.
Marketing experts also note that Gen Z’s content consumption habits differ significantly from earlier generations. Short-form videos, creator-led campaigns and community-driven marketing are increasingly replacing traditional celebrity endorsements and mass-market advertising.
Gupta’s comments reflect a broader shift occurring across the advertising industry. Many successful brands today focus on building engagement rather than simply pushing products. Companies such as Nike, Netflix and Duolingo have gained attention for using bold, social-first marketing strategies that resonate with younger audiences.
The boAt co-founder also stressed the importance of empowering employees and allowing fresh perspectives to influence brand decisions. As digital platforms continue to evolve rapidly, companies that listen closely to younger consumers may gain a significant competitive advantage.
For marketers, Gupta’s message is straightforward: the rules of branding are changing, and Gen Z is helping write the new playbook. Brands that embrace experimentation and authenticity are more likely to thrive in the years ahead, while those that remain overly cautious could struggle to stay relevant.
