MAM
Kantar launches new marketing tool
MUMBAI: WPP’s Kantar Media TGI launched a new marketing tool called The Why Code. The new initiative provides insight into what drives consumer choices.
The Why Code illuminates every stage of the consumer decision making journey from the most conscious triggers of decisions to fundamental subconscious values. It has taken Kantar Media’s syndicated consumer media and marketing survey specialists TGI two years to develop the tool,.
The Why Code comprises a suite of tools based on four logical steps in the analysis of consumer motivations. It builds upon the wealth of consumer insight that exists within TGI, combining it with consumer psychology techniques. Its marketing applications are virtually unlimited, informing everything from exploratory research, brand positioning and product design, to targeting and communication.
Kantar Media TGI UK & Western Europe head Richard Poustie said, “The media and marketing industries have never had so much behavioural data to hand. Vast quantities are produced every day, highlighting consumer actions. Whilst such data can quantify certain aspects of a campaign they cannot satisfactorily explain why a consumer acts in a certain way. The Why Code brings what marketers have sought for a long time, giving them the opportunity to genuinely influence the consumer decision process.”
MAM
Gen X to drive $500Bn consumption by FY30
Report highlights preventive healthcare at $73B, nutraceuticals at $20B and efficacy-led premiumisation in beauty.
MUMBAI: India’s Gen X isn’t just ageing gracefully, they’re quietly rewriting the premium playbook, one deliberate purchase at a time. Redseer Strategy Consultants has released its consumer outlook report, “The Sorted Generation: Gen X as India’s Hidden Consumer Powerhouse”, spotlighting Generation X as the next major force shaping India’s consumption landscape over the coming decade. The analysis reveals Gen X financially secure, digitally confident, and outcomes-focused is poised to consume over $500 billion worth of goods and services by FY30, driven by rising per-capita spending and a shift toward credibility, convenience, and measurable results.
Key projections include:
- Preventive healthcare spending scaling to $73 billion by FY30 (17 per cent CAGR), as Gen X moves from reactive care to longevity-led prevention.
- Nutraceutical market reaching $20 billion by FY30 (25 per cent CAGR), reflecting an outcomes-first approach to daily wellness.
- Beauty and personal care for Gen X projected at $8 billion by FY30, with preferences tilting from trends toward proven treatments.
- Travel becoming slower, more indulgent and comfort-led, with a 25 per cent YoY rise in alternative accommodation (luxury villas, boutique stays) and strong demand for premium cabins and five-star properties.
- Education as “legacy spend”, with urban Gen X families investing Rs 10–20 lakh per child annually, alongside growing adoption of Cambridge, IB schooling, and overseas programmes.
Redseer partner Mrigank Gutgutia said, “Gen X is perhaps the most understated force in India’s consumption story. This is a generation that has moved past discretionary trial and now spends with deliberation on stronger health outcomes, deeper travel experiences, better-designed homes, and quality built to endure. As India’s retail market approaches the trillion-dollar mark, Gen X will shape where premiumisation acquires substance and where long-term brand loyalty is built.”
The report underscores a deeper shift, premium for Gen X isn’t about flash, it’s about reliability, efficacy, and ease. Purchases lean toward certainty over experimentation, with trust, service quality, and tangible results dictating choice. For brands, this means pivoting from loud acquisition to deeper retention, experience design, and consistency across touchpoints.
As India’s media and entertainment sector eyes trillion-dollar potential, the Gen X lens highlights repeat behaviour, retention-led growth, and margin resilience as key drivers in outcomes-led premium categories. In a market racing toward scale, this “sorted” generation isn’t just spending, they’re quietly deciding what premium really means for the next decade.
