Weber Shandwick India has launched its latest research initiative, the ‘Elections Matter: India Report’, spotlighting significant generational differences in news consumption and electoral sentiments across key demographics. Spearheaded by their Corporate Advisory and Public Affairs practice in collaboration with YouGov, the study offers critical insights into the evolving landscape of media consumption and voter behavior in India.
Key findings indicate a marked contrast between Millennials and Gen Z (aged 18-24) in their daily news engagement, with over 55% of Millennials closely following current events compared to approximately 36% of Gen Z. The report underscores the rising dominance of digital platforms like YouTube for news consumption, eclipsing traditional television, particularly in metropolitan areas like Delhi.
Trust in media sources varies notably, with Google search, print media, and digital news outlets earning higher credibility scores than social media platforms notorious for misinformation. Print media stands out as a preferred source among Millennials, reflecting a preference for reliability amidst digital saturation. Millennials demonstrate heightened enthusiasm for elections driven by civic duty and educational reform agendas, contrasting with Gen Z’s more subdued political engagement.Rohan Kanchan, MD of Consulting and Head of Public Affairs at Weber Shandwick India, highlighted the report’s implications for corporate reputation management and strategic planning in a digitally-driven era.
