Chetan Bhagat's column: How to win the heart of Jen-ji? Try these 6 ways

The uprising in an otherwise drowsy mountainous country made the world think of the most powerful social group. This group is Gen-G. The recent demonstrations to overthrow the government in Nepal took place because the younger generation had taken over the reins of the movement. And that too because the government had taken away their internet from them. There was a time when politicians were afraid of farmers who came with shovels and spades. But now they will have to fear the youth who have brought ring lights. The first lesson is to never take away the internet from young people. In India too, experts have been trying to understand what the Gen-Gis of our own country are doing, and what they will do next. Are they happy or have some collective disappointment that we are not aware of? Young people born between 1997 and 2012 are considered Gen-G. Today, these are young people between the ages of 13 and 28. They are often not taken seriously for their decision-making status, yet brands, entertainers, media people, teachers, politicians — all try to woo them. Rahul Gandhi's high-profile attempt to reach out directly to Gen-G is the latest. Gen-G's are not only in large numbers in India's demography, but are also digitally-connected. They are always interacting with each other on Instagram, Reddit, Discord, X and are capable of making big changes. However, it is not easy for brands or politicians to win the hearts of Gen-G. Many have made such attempts, but failed. Some even bought into Jan-ji's anger. And Gen-ji's anger is very heavy. They will make your memes, cancel you, destroy your business model, lose elections, flop the film and overthrow the government, as happened in Nepal. So let's say there is no 'crack' of the Gen-G code. Still, if someone wants to do this, then these are the six guidelines for him. 1. Respect their intelligence: When you see Gen-G talking through emojis, it's hard to judge them. Or when they watch reels for hours, or go crazy for a Korean show or a Labubu toy. But they're smart. They grew up with Google and now they even have ChatGPT. They tend to focus on solving the problem quickly. They can arrange trips. You can get the goods delivered. It can find out who is trying to seduce them with false and misleading data. For all this, they use the Internet. 2. Be real: Many brands have worked hard to live up to the expectations of these young people. But with no understanding of Jane-ji, they kept scrambling to connect with her. Politicians should also beware of empty appearances and hollow symbolism towards Gen-G. Just dressing like a youth, saying slang and saying 'I like young people' cannot win their hearts. The only thing that will really work is reality. True reality, in which you are willing to reveal your limitations and flaws along with your strengths. 3. Talk to them, don't give knowledge: People of the older generation have a habit of preaching. But as soon as Gen-ji feels that this is a one-sided speech, they stop paying attention. If you want to connect with them, don't share knowledge. 4. Be progressive: Most older Indians are stuck in stereotypical values that don't matter to Gen-G. But Gen-G has its own value-system, which is more inclusive and futuristic. You can't win their hearts by being conservative. 5. Speak the language of Gen-G: It's not Hindi, English or any local language—it's a digital language. If you want to connect to Gen-G, you need to know this language. If you can't say that, then forget about Gen-ji. 6. Use humor: Gen-G loves memes, sarcasm, and humor. If you can laugh at yourself, they'll like you. But if you try to intimidate, control or dismiss them, they won't miss roasting you wildly. Gen-G is the most powerful social and political force in the world today. It is not easy to win their hearts, but it is not impossible either. A little respect, genuine care, and reality can go a long way. (These are the author's own views. )