India, Sept. 25 -- Humour is the social language of Gen Z and Gen Alpha use to express themselves, talk about serious issues, navigate culture and also to decide which brands get their attention. These findings are part of a new multi-country study by social media and messaging app Snapchat and Omnicom Advertising. For Gen Z and Gen Alpha, clubbed as Next Gen (aged 13 to 28 years), humour goes beyond entertainment to connect, communicate and make sense of the world, said the study, covering more than 6,000 social media users in the US, UK, Canada, France, Germany and India.

For India, Gen Z consumers are valuable as they will make up 27% of the country's population by 2030 and drive $1.3 trillion in spending, according to a Redseer Strat...