India, Aug. 7 -- If you were scrolling social media feeds during the Jantar Mantar protests by students last month, you would have seen them heap high praise on brands that supported them during the agitation and slam those that didn't. In their posts, Gen Z consumers (born between 1997 and 2012) made it amply clear that they trust brands that champion their cause. For instance, the Blue Tokai cafe chain won hearts when it let protestors get water and use facilities at one of its outlets. Reels applauding the brand's gesture went viral.

A Fireside Ventures report calls Gen Z the 'Reverse Generation' because they influence their parents and don't get influenced by them, shop like Millennials but don't pay like them and follow celebrities ...