{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Two by Two (Private)","title":"Did Gen Z hand consumer brands a blueprint to beat the giants?","html":"","width":"100%","height":180,"duration":3545,"description":"\"They are not disloyal. They are unforgiving.\"\n\nSector by sector, a new generation of brands is doing the same thing by ignoring millennials entirely and going straight for Gen Z. Zepto did it to Blinkit. Snabbit is doing it to Urban Company. The thesis is simple: Gen Z has no loyalty to the old guard, so steal them first and use them as a wedge to crack the rest of the market open.\nBut is that actually true? And if you do win them, can you hold them?\nOur guest Adarsh Menon has put Fireside Ventures' money behind this question. His portfolio includes brands that have read this generation inside out. On the other hand Ajay Thandi built Sleepy Owl without a single marketer on the founding team and ended up with a brand Gen Z and millennials claim as their own.\nThe most interesting thing they land on isn't about Gen Z at all. It's about aspiration and how it stopped pointing upward. This generation doesn't want to be the person above them. They want to be the person next to them. That one shift changes everything about how you build a brand.\nTurns out the most fickle generation might be the most loyal one you've ever had. If you deserve it.\nFurther reading\n\n- Fireside Ventures — The Indian Consumer at 2030_______\nThis episode was produced by Uddantika Kashyap and mix and mastered by Rajiv CN, our resident sound engineer.\nIf you liked this episode, share it with your friends, family and colleagues. And if you have thoughts on the discussion, write to us at twobytwo@the-ken.com.","thumbnail_url":"https://img.transistorcdn.com/-lz2oYAFcDWjwwtYqQohhLTL1KGPvzWQf77IkxVkbQs/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS8yYWMx/YzE0YTZjYTBjZGJk/MmJjYzI3NzYwZjI0/MTRkYy5qcGc.webp","thumbnail_width":300,"thumbnail_height":300}