App-first Gen Z scripting big shifts in consumption trends: Bernstein

The digitally-native, app-first Gen Z cohort is assuming the centre stage in India's consumer markets by scripting "big shifts" in consumption trends, including the rise of quick commerce delivery and direct-to-consumer brands, according to a report by Bernstein.

Brands are seeking a deeper connection with this digitally-native, app-first generation that 'swipes up' for practically everything from social media to ride-hailing and food delivery.

Indian Gen Zs' are the world's largest, the report said about the cohort born into a digital age, that shops, works and eats online. Gen Z is the generation born between 1996 and 2010.

Indian Gen Zs make up 20 per cent of the world and about 27 per cent of India's population, it noted.

Gen Zs have become the "Swipe Up" generation considering the amount of time they spend on social media. They swipe up for practically everything - social media, ride-hailing, and food delivery, according to Bernstein's report on 'India Internet'.

Gen Zs are .