As an individual of the infamous social group, the ‘Gen Z’, I’ve grown up in an increasingly digital space, and have been ‘marketed to’ all my life.

Working at ON PURPOSE gave me a vast bird’s eye view of the way the industry works, but the truth is, even I get swept up in the vast, murky current of advertising where major corporations, political entities, and the algorithm of digital platforms dictate how I’m supposed to be seen, spoken to, and, yes, sold to. Demographic grouping and categorisation is something any marketing suit worth their salt would talk about, and the treatment of this group has been nothing if not extremely thorough.

The elusive Gen Z is often packaged in a glittery, yet reductive box, conveniently labelled all-or-nothing attributes like ‘quirky,’ ‘bold,’ or my personal favourite- ‘woke.’

Here’s the kicker—we’re not a monolith, and we can see through the constant attempts at making us one.

How Did We Become the Meme Generation?

When did ‘memes’ become synonymous with the ‘language of Gen Z?’ Yes, we consume memes regularly on routine doomscrolls through our social feeds and yes, humour is our lingua franca.

But here’s the real question: why are major corporations and even political parties leaning into meme culture and targeted messaging to speak to us? Somewhere in a boardroom run by executives so out of touch they couldn’t possibly understand the ROI potential of SMM, ‘meme’ became the ‘magic ingredient’ that would connect them to Gen Z. The more brands shoved funny relatable content in our faces, focusing on microtrends and churning corporate-approved content by the minute, the clearer it became: we’re being distilled into a stereotype so that we’re easier to sell to. We’re expected to be quirky, to be woke, and to consume content that fits our so-called ‘wild, blunt, and spontaneous nature.’ But Gen Z’s cutting humour, pragmatic approach—and entire digital existence—is not here to be a shortcut to profitability.

Why the Performative Charade Won’t Work Anymore

There’s an uncomfortable truth most brands and agencies need to face. Gen Z has grown up surrounded by constant messages on inclusivity, environmental activism, and social justice. We don’t just want to look ‘woke’; we want a world that genuinely reflects these values. When companies slap the word ‘sustainable’ or ‘eco-friendly’ on a product and claim to be ‘with us’ in our activism, we don’t just nod along. We check the details, scrutinise their practices, and do our homework. Because we know that most of these claims are precisely that—claims without real action. It’s greenwashing, plain and simple, and we don’t want any of it.

So here’s the point where I ask the hard-hitting question: if we’re tired of the charade, how can brands, agencies, and companies really connect with us?

What Gen Z Wants (Spoiler: It’s Not Just Influencer Collabs and Pop Culture-Oriented Feeds)

To genuinely connect with Gen Z, it’s time to ditch the stereotypes and go for something real. Here’s what we actually want:

1. Depth Over Aesthetics
   Gen Z isn’t interested in brands that are just ‘sustainable-aesthetic.’ We want substance—meaningful campaigns that drive a core message beyond how it appears in the mainstream media. We respond to brands that value authenticity over a curated moment. We’re looking for stories, for transparency, for brands that are okay admitting they’re still figuring things out.
2. Real Action, Not Performative Activism
   One of the biggest charades is performative activism—the kind where brands create campaigns on social justice issues to control their brand narrative but do little to make an actual impact. Brands that resonate with us have demonstrated their values through meaningful, consistent actions that go beyond trending topics. We want to see a commitment to social and environmental issues that isn’t tied to quarterly profits or market trends.
3. Humanity in Communication
   Forget ‘Gen Z language’ the most impactful brands focus on real connection. Human interactions are meaningful, even through a screen. If brands or creative agencies want real tangible results, it might be worth the while to turn to authentic communication with your target segment, and understand what it is that we want. Brands that talk to us, not at us, and are unafraid to show their real, imperfect sides create a lasting impact. Share your challenges and triumphs of what it really takes to produce, to create, to serve.
4. Address the Bigger Issues—And Don’t Sugarcoat Them
   Whether it’s climate change, inequality, or mental health, we want to see brands tackle these issues in ways that feel real. Gen Z wants to work with organisations that aren’t afraid to confront difficult truths and are committed to making a difference. It’s fine to acknowledge that these issues are messy and complex. We’re not looking for brands to have all the answers, but we want them to be willing to roll up their sleeves and dive in, knowing it’s going to be a journey. We’re not here for the quick fix; we’re here for the big-picture, long-term shift.
5. Co-creation, Not Tokenism
   We’re tired of seeing brands that bring one young person on board, stick their face on a few social posts, and call it ‘youth engagement.’ We want to work with brands that genuinely listen to our perspectives, who invite us into decision-making processes rather than using us as props. Tokenism is transparent, and it’s alienating. Real co-creation is powerful and shows us that our input is valued—not exploited.

So, Who Is Gen Z?

If there’s one thing I’ve learned, it’s that Gen Z isn’t a demographic that can be boxed up and marketed to in the same way previous generations covertly were. We’ve been saturated with digital content since we could swipe a screen. We’re both hyper-aware and hyperskeptical of all that glitters in all its blue-light glory. We’re bold, yes, but we’re also serious about the world we’re inheriting, demanding accountability, and pushing for real change, not just symbols of it. If brands want to reach us, they have to meet us in the space between who we as a community ‘want to become’ and ‘where we currently are.’

For agencies like ON PURPOSE, representing Gen Z in a way that rings true means moving beyond aesthetics and language gimmicks. It means asking tough questions, and putting people first. It’s not about tapping into the ‘Gen Z demographic’ to create ‘viral’ content for the next 5 minutes of fame. It’s about stepping up, diving into the values that matter, and contributing to something bigger than a brand statement.

To any brand, agency, or institution out there thinking about Gen Z: we’re not just here to watch your Reels. We’re here to change things. It’s high time we ditch the othering and finding things that make us different, instead we find common ground that brings us together.

And how do I know this, I’m a Gen-Z of course! I’m woke, I’m authentic, I’m bold and I spend every second online. Trust me!

So. You may have seen that we recently hosted a Sustainability Roundtable on “Growth and Profitability in the Age of Sustainability”. You may have been curious about it. You may have even wanted to attend it. Or you may not have cared at all.

On the off chance that you do care about our planet and our ability to live on it, here’s a short summary of the event. Starting from why we organised it the way we did to our favourite takeaways from a juicy discussion.

The Why

Sustainability is a word that most of us are familiar with. We’ve seen it on product labels, heard about it on podcasts and may have even observed its increased usage in corporate communications. A lot of the time it seems like sustainability competes with profitability – “sustainability is too expensive”, “we cannot grow with sustainable solutions”, and “sustainability is a good goal, but we have a business to run” are just a few of the pearls some of us have heard over the last few decades.

But is this still true and do most people still believe it? A lot has changed in the world, especially in the last decade, so we wanted to check. Our guess? While they may have historically been pitted against one another, by sheer force of circumstance the intersection at the Venn diagrams of sustainability and profitability is increasing. But is this a widespread belief?

The How

Thankfully, we are not alone in thinking this way. @Mandag is a Finnish creative agency that also believes in the inevitability of sustainability. They have been working on sustainability communications on multiple continents, especially in Africa and Asia. Their Founder and CEO, @Arto was already visiting Bengaluru, presenting us with a perfect opportunity to invite some experts to join him in a discussion. Sometimes the more fruitful discussions happen in smaller rooms without audiences, where participants can speak more freely.

The What 

So what was the verdict? The overall answer could be rudely summarised as “No” with almost everyone agreeing that sustainability and profitability are not diametrically opposed. However, much like with life, there was considerably more nuance. 

Here are our key takeaways:

1. We need better definitions

Traditionally, sustainability has been synonymous with environmental conservation, often focusing narrowly on ‘being green.’ However, participants argued that sustainability should encompass broader issues like social equity and human rights. This expanded definition acknowledges that just as a business’ operations should not come at the expense of the natural environment, it cannot come at the expense of its workforce or larger society. 

A similar process of redefinition is also needed with the concept of profitability. The current view often centres on short-term gains and financial outcomes. However, the consensus at the roundtable was clear: long-term profitability is increasingly dependent on sustainable practices. Businesses are beginning to realize that without adopting sustainable models, their longevity and future profitability are at risk. The science backs this up, indicating a direct correlation between sustainable practices and long-term financial viability.

2. Overall Integration: Sustainability should be a core business function

If our definition of sustainability relies on recognising that businesses are embedded in larger planetary and societal contexts, we should recognise the larger contexts around sustainability as well. For instance, take sustainable products – if the goal is to improve the impact of human consumption, the product must first deliver genuine value to its end user. It doesn’t matter if you have perfected the world’s most sustainable product if it doesn’t meet customer expectations enough to buy it. 

Expressed in different ways, the participants all reiterated the importance of an overall integration of sustainability within corporate structures. Rather than treating it as an ancillary concern, sustainability should be embedded into every aspect of business operations. Just as departments like Sales or R&D are considered crucial, sustainability must be elevated to a similar status within organisational hierarchies.

3. Communication is Key: Overcoming the Convenience Economy

The roundtable highlighted the formidable challenge of altering consumer and industry behaviour in a convenience economy. We live in a world where we expect instant gratification, whether it is through e-commerce or social media, and often don’t have the patience to try something new. This is not helped by the fact that there is a perceived ‘pain tax’ with sustainability – most people think sustainable products are likely to be substandard, require significant transition costs or be painful in some other way.

Effective communication is crucial in overcoming these barriers. Participants pointed out some of the difficulties of conveying the nuances of sustainable practices in a social media environment where misinformation can spread quickly and public perceptions can be unfairly skewed by isolated incidents (a.k.a. – negativity bias). To combat this, businesses need to develop clear, compelling sustainability narratives that resonate with both the logic and emotions of their audiences, with many highlighting the utility that a behavioural sciences approach may provide.

The What Next

We left the roundtable feeling almost Socratic, with more questions bouncing around in our heads. How can we be more sustainable? How can we improve our sustainability communications? How can we ensure that we’re not greenwashing?

But most importantly – How can we organise more discussions like this? Because they’re awesome!

I recently had the privilege of attending the world’s largest festival of Reputation Management professionals, PRAXIS 2023, Public Relations And Corporate Communications India Summit. A remarkable two-day event that brought together over 500 PR experts from India’s major metros and beyond. The name, PRAXIS, carries the meaning of ‘to act’ or ‘to do’ in Latin, and it lived up to this motto by offering a platform for professionals to gather, learn, share, and engage. Beyond the insightful sessions, PRAXIS also added a touch of liveliness with a captivating live music performance on the first night.

Key Takeaways 

1. Storytelling: One of the most profound takeaways from PRAXIS 2023 for me, was the art of storytelling in public relations. Throughout the event, it was fascinating to witness how speakers from both India and overseas strategically built narratives that not only engaged the audience but also left a lasting impact.One standout session was the address by Roopa Unnikrishnan, Senior Vice President of Strategy & Corporate Development at IDEX Corporation, on ‘How Business Strategy Can Supercharge Your PR Efforts.’ The speaker skillfully weaved together elements of corporate strategy and PR, emphasising the critical role PR plays in shaping a company’s reputation. Her engaging narrative, filled with case studies and practical insights, served as a masterclass in aligning PR efforts with broader business objectives, and it left the audience inspired to adopt a more strategic approach to their PR endeavours.Another compelling session that stood out to me was ‘Horizon Scanning: How PR can Help Anticipate Future Trends’ by Farzana Baduel, CEO of Curzon PR where the speaker took us on a journey into the world of PR’s predictive capabilities, emphasising the importance of staying ahead of the curve in an ever-evolving landscape. It provided a testament to the fact that effective PR is not just about managing the present but also about shaping the future.

2. Networking and Collaboration: The summit provided an exceptional opportunity for networking and collaboration. Meeting fellow professionals, exchanging ideas, and forming connections that transcend geographical boundaries was invaluable. The sense of camaraderie and shared purpose among attendees was palpable, reaffirming the importance of collaboration in the PR industry.

3. Diversity and Inclusivity: It was heartening to witness the rich tapestry of individuals from various cultures and backgrounds coming together as part of the PR fraternity. This diversity not only added immense value but also brought a vibrant spectrum of perspectives, enriching the industry in a myriad of ways. It underscored the importance of inclusivity and highlighted how the collective strength of different voices and experiences can truly colour and enhance the field of public relations. 

Attending PRAXIS 2023 was an insightful and enriching experience. The summit very successfully provided a platform to learn from some of the brightest minds in the industry. The event was a powerful reminder of the artistry inherent in effective PR and the transformative potential of strategic storytelling in amplifying PR initiatives and yielding concrete outcomes. It left us all in attendance not only inspired but also well-informed and eager – to put into practice the invaluable insights we had acquired during those two remarkable days.

Partnership aimed at Revolutionising Social Impact by harnessing the Power of AI for transformative Change 

New Delhi, 29 August, 2023: ON PURPOSE Consulting, an award-winning social impact communication consultancy, and Findability Sciences, recently named one of America’s most innovative companies in 2023 by Fortune Magazine, have formed a ground-breaking alliance to harness the true potential of AI for developing efficient, personalised and far-reaching communication solutions for its clients. The collaboration aims to leverage cutting-edge Artificial Intelligence (AI) to deliver unparalleled social impact solutions across various sectors.

In an industry-first development, the alliance brings together On Purpose’s storytelling prowess and social cause expertise with Findability Sciences’ AI capabilities to provide a platform to clients to explore AI-led communication opportunities, empowering them through generative AI training and executive coaching sessions.

Girish Balachandran, Founder & Managing Director, ON PURPOSE, said, “I’ve always believed that stories have the power to inspire action and bring about meaningful change. With our partnership with Findability Sciences, we’re creating a paradigm shift in how social impact is conceptualised, measured, and achieved. This will not just revolutionise the sector but will tangibly transform communities for the better, for generations to come. We recognize the urgency to address this growing need and are confident that our partnership with Findability Sciences will play a key role in enabling our clients to leverage cutting-edge AI tools and strategies to drive innovation, increase efficiency and create a competitive advantage.”

Anand Mahurkar, Founder and CEO, Findability Sciences said, ” Our partnership with On Purpose marks a pivotal moment where technology meets humanity to address some of the most pressing challenges of our time. This is more than a partnership; it’s a commitment to using innovation for the greater good. We’re not just bringing algorithms into the equation; we’re bringing the transformative power of AI to unlock opportunities for social impact on an unprecedented scale.”

The application of AI in this context is extensive and varied:

1. Data-Driven Strategies: AI will analyse large amounts of data to generate insights and recommendations for targeted interventions.
2. Innovative Solutions: AI will help design personalised experiences, apps, and platforms that educate and connect users.
3. Amplifying Reach: AI tools will create compelling narratives and visuals that showcase social causes and facilitate dialogue.
4. Empowering Participation: AI can provide access to essential services like information, education, health, and more, especially for marginalised communities.

Businesses, investors, and consumers alike are looking for tech-driven solutions to critical societal problems, including those outlined by the United Nations Sustainable Development Goals (SDGs). The partnership is timed well for when interest in using AI for Environmental, Social, and Governance (ESG) goals is soaring. The objective is to create, communicate, and execute participatory campaigns that engage supporters, consumers, or employees while addressing urgent social issues.

About ON PURPOSE:

ON PURPOSE is a communications consultancy founded to drive social change in India. We believe that brands that articulate purpose offer audiences an aspirational identity, a tribal sense of belonging, and a unique way of being. Since its inception in 2017, we have developed a portfolio of clients in climate action, public health, education, and gender equality. This includes UN bodies, multilateral and development sector agencies, private sector players, and non-profits that are engaged in addressing deep-rooted development challenges. Our teams based in New Delhi, Mumbai and Bengaluru offer clients a pan-India reach with strong sectoral expertise and execution capabilities.

About Findability Sciences:

Findability Sciences is a leading, award-winning Enterprise AI Company recently recognised by Fortune Magazine as America’s Most Innovative Companies in 2023. The company enables customers across industries and geographies to accelerate their Data-to-AI Journey enabling them to build their own IP and data science capabilities, besides executing strategically to derive real financial ROI. Findability Sciences works with over 50 Global clients and has a presence across the US, India, and Japan.  In simple terms, Findability Sciences delivers high ROI with actionable AI. For more information visit: https://findability.ai/

To those who don’t work intimately with criminal justice, the recent Disney+ Hotstar release A Thursday, may have seemed like a film with an excellent social message. But the reality is that this could not be further from the truth. (SPOILERS AND TRIGGER WARNING FOR SEXUAL ASSAULT) Despite its automatic appeal for those who equate justice with vengeance, a death penalty for rapists is actually a terrible idea – as anyone who knows anything about the ground realities of criminal justice in India will tell you. Advocating the death penalty for rapists is the height of irresponsibility and the filmmakers are guilty of pandering to our basest bloodletting tendencies.

There is no doubt that all efforts should be made to deal with the scourge of rape but there is little evidence to suggest that the death penalty is the solution. But there is ample evidence that a death penalty for rapists will actually reduce the chance for rape victims to get justice and can, in fact, lead to gross cases of injustice. Increasing the stringency of criminal laws also offers the politicians an easy solution to placate people angry with yet another high-profile rape and lets them avoid the more complicated task of meaningful criminal justice reforms.

A Thursday is so certain in the moral righteousness of a death penalty for rapists that it is depicted as a sufficiently just cause for the hero, Naina Jaiswal, to hold innocent children hostage and traumatise their parents with the possibility of their death. The first problem with this advocacy is that it fails to adhere to the internal logic of the film’s own narrative. It is eventually shown that Naina has been set down this vigilante path because the police officers who handled her rape case, Javed Khan and Cathy Alvarez, ignored her rapists and chose to instead focus on pursuing a high-profile case with which they could make their careers. While this may be a legitimate problem, there is no reason why a death penalty will motivate police
officers any differently. Cathy Alvarez, Javed Khan and ambitious police officers like them will still be pulled by the lure of fame and promotions that potentially lie at the end of a high-profile case.

The Lack of a Convincing Argument

The probable riposte to this argument will be that the stringency of a death penalty will deter would-be-rapists from sexual assault. While this may seem intuitively true, there is no conclusive evidence from multiple studies across the globe that capital punishment is an effective deterrent of crime. In fact, making the sentence for rape equal to or worse than murder may have counterproductive effects as it incentivises rapists to murder their victims and destroy the evidence.

On the other hand, the considerable damage that death penalties can cause is well  documented. The most obvious are wrongful convictions, which was the subject of a recent episode of Last Week Tonight with John Oliver. The irreversibility of capital punishment means that there is always a possibility of ending innocent lives. No justice system is ever perfect and there is always the possibility that new technologies like DNA analysis emerge to exonerate convicts on death row.

This is especially true in India, where the breakdowns of criminal justice are in plain view. The imperfections of the Indian police system are common knowledge. Indian police forces are under-equipped, under-staffed and over-worked, and are easily subject to political control. Investigative capacity is still extremely low and is rife with flaws. The backlog for forensic tests is so long that speedy justice remains a false promise. – Indian forensic labs process less than 50,000 DNA samples annually despite having 500,000 incidences of crime a year. This creates a host of perverse incentives for police to refuse to file FIRs, pressure victims to drop cases or, worst of all, resort to custodial torture to extract ‘confessions’.

These failures of justice extend to Indian courts as well. There is no need to rehash the problems of a justice system trying to resolve backlog and pendency while struggling to recruit judges. The problem statement that cases tend to languish in court needs no reiteration and is better covered by others. Rape victims also have specific issues with Indian courts and the justice system at large – the entire process is extremely retraumatising with little sensitivity to the mental health of victims. They are often ridiculed, humiliated and slandered, and are often forced to physically confront their rapists. This is enough to dissuade victims from pursuing justice, but courts provide further reason by regularly making extremely regressive, demeaning remarks, and requesting rapists to marry their victims.

A Misleading Conception of Rape

However, the biggest flaw of the film is its depiction of rape, which is based on a host of misconceptions and biases. The film cites only one number to justify the death penalty – that according to official statistics, a woman is raped every 16 minutes in India. Here is another number in response  – according to the National Crimes Records Bureau, 93.4% of rape cases involved an accused who was known to the victim. This is why most groups and organisations working with rape victims will stringently argue against the death penalty. Victims will be more reluctant to file reports fearing the social consequences of sending their rapists to their death.

The filmmakers were undoubtedly inspired by Nirbhaya in creating the identities of the rapists and ignored the evidence about a more accurate and likely depiction of rape. This takes the film into extremely problematic territory of depicting rapists as lower caste/class. One shot sits on the face of Rakesh Kumar, one of the rapists, as he leers at Naina while lighting a beedi with a matchstick. This is contrasted with the sophisticated metallic cigarette case that the police officer, Javed Khan, is shown to repeatedly use throughout the film. What is especially problematic is that these kinds of biases are unsurprisingly found in the criminal justice system as well – 76% of convicts on death row are SC/ST or are from religious minorities and economically vulnerable communities.

The final problem with the film is how it re-enforces the misleading and patriarchal notion that the worst thing about rape is how it impinges on a woman’s honour. Naina’s first explanation of what rape feels like is to discuss the impact on her parents, with the implication that it caused the premature death of her father. Even at the end of the film, Prime Minister Maya Rajguru asks Members of Parliament to think of women’s self-respect and requests the men to think of their mothers, wives and daughters when making the case for amending sentencing guidelines for rape. God forbid anyone raise the point that the worst thing about rape is the invasion of bodily autonomy or that the only reason to punish rapists should be to protect the human rights of women, not because they derive value as an appendage to a man.

No Excuses

The complete lack of nuance and fact in A Thursday is not unique in an age of 24×7 news and tweet/fleet sized opinions – constant news and information cycles incentivise sensationalism. But it is unforgivable that the director, writer and producers of this film undertook the endeavour of writing a film and assembling a production without consulting the victims and experts who could have told corrected their flawed. This is unfortunately the state of the discourse around justice reforms – whether it is the Transgender Persons (Protection of Rights) Act, 2019 or the various criminal amendments addressing sexual assault – the opinions of victims and experts are rarely heard.

Launches campaign #TwoIsTooLittle to address all forms of new parenthood

New Delhi, February 2, 2022: ON PURPOSE, a creative communications consultancy, launched a landmark parental leave policy offering inclusive employee benefits to new parents, primary and secondary caregivers as well as pet parents. 

ON PURPOSE understands the realities and needs of modern day parenting and recognises the integral role of securely bonding with their baby/child/ pet  in the first critical weeks in order to give them the best possible start in life 

While the industry standard for paternity leave is just two weeks, the agency introduces a new 12-week leave policy for fathers and partners. Through the #TwoIsTooLittle campaign, ON PURPOSE hopes to inspire other workplaces in the country to adopt similar inclusive policies

The new parental policy aims to cover all instances of new parenthood as it extends to new parents who choose birth, adoption, surrogacy, or IVF as well as compassionate leave for parents who experience loss during pregnancy

Key features of the policy

ON PURPOSE’s new paid parental leave policy gives employees upto: 

• 26 weeks paid parental leave at full pay for birthing people 
• 12 weeks paid paternity leave
• 12 weeks paid leave for parents by law (adoption and surrogacy)
• 6 weeks of paid leave In the event of a miscarriage or stillbirth during anytime of the term
• Employee with breastfeeding/chestfeeding infants are also entitled to time-off or time away from their desks(work) 

This is not all. ON PURPOSE celebrates families and believes that having a pet comes with responsibility and is a family member who needs care and  love equally. The organisation has curated leaves for pet parents, offering a 7-day time-off when an employee adopts a new pet.

Speaking about the initiative, Girish Balachandran, Founder, ON PURPOSE said, “Social change must start at home. As an organisation committed to driving social change in India, the launch of our new parental policy is an integral milestone to challenge gender stereotypes and build an inclusive workplace.  It’s time to share the load, share the लाड (laad).”

In May 2021, ON PURPOSE also introduced ‘Period Chutti’, a menstrual policy which offers an additional 6 days of paid leave for all employees who menstruate. This was initiated with the intention to support its employees to rest, while not having to use their sick leave, since periods are not a sickness. Additionally, the policy aims to remove the stigma surrounding menstruation and make it a normal conversation at the workplace. 

Media Enquiries 

Sneha Sahani
sneha@onpurposeconsulting.in 

Srishti Sharma (Delhi)
srishti@onpurposeconsulting.in
+91 98999 54186

Tanu Gupta (Bengaluru)
tanu@onpurposeconsulting.in
+91 70420 26222