The Market Research Society of India (MRSI) held its third Wednesday Webinar of the seventh season on 22nd May 2024, on “The Re-Ordering Of Relationships In India - 2024 Trends”. The session was hosted by Mukul Gautam, VP & Chief Of Capacity Building, Purple Audacity; Amitabh Mishra, Head-Insights and Analytics - India, Dr. Reddy’s Laboratories; Sunder Muthuraman, CEO - SL Ventures and Jayesh K Menon, Global Director Insights, Entropik Tech including speakers Anjana Pillai, Partner, Quantum Consumer Solutions; Bikram Bindra, Global Content and Creative Strategist, The Absolut Group (Pernod Ricard); M A Parthasarathy, Chief Strategy Officer, GroupM South Asia; and Puneet Avasthi, Director, Specialist Businesses, Insights, Kantar, South Asia. In this session, the panelist discusses various relationships, including parent-child dynamics and self-relationships.
Speaking on exploring relationships across India’s diverse wealth spectrum Puneet Avasthi, Director, Specialist Businesses, Insights, Kantar, South Asia said, “Our annual GGI study, surveying over 60,000 individuals in both urban and rural India, provides unique insights into the country's wealth distribution. By analyzing claimed monthly household income, we've constructed a little pyramid, which estimates a small group of approximately 5% of the population contributes a staggering 40% of the nation's total monthly household expenditure. Conversely, the pyramid's base reveals that 20% population is skewed towards rural India, which is fairly concentrated in the traditionally economically backward parts of the country, particularly in states like Uttar Pradesh, Bihar, Jharkhand, Orissa and Madhya Pradesh. ”
Further, he added, “Despite a general sense of stability in attitudes, our study reveals a concerning trend regarding gender roles. While overall agreement for women to continue working after marriage sits at 71%, this acceptance weakens as we descend the wealth pyramid. This highlights a potential regression towards traditional gender codes.
Furthermore, a positive shift in perception towards shared household responsibilities during COVID-19 seems to be fading, particularly among lower-income groups. This suggests a return to pre-pandemic gender norms, potentially indicating a weakening of the institution of marriage across all economic levels. The emphasis on relationships across wealth segments might be a sign of this shift.”
Sharing his views on the evolution of common currencies of conversion, M A Parthasarathy, Chief Strategy Officer, GroupM South Asia said, “Today, connected TV is the fastest growing media in India and is slated to grow to about 45 million households by the end of 2024, exceeding 20% of all TV homes in the country. This explosive growth is fueled by several factors: over 90% of new TVs are smart TVs, internet penetration surpasses 50%, data costs are incredibly low, and there's a surge in content creation keeping viewers glued to their screens. Unlike mobile phones that promote individual consumption, connected TV fosters a return to "co-viewership," bringing families together to enjoy content as a unit and create shared experiences. A 2023 GroupM survey of over 4,000 consumers confirms this trend, revealing higher co-viewership rates in households with addressable TV compared to those with just traditional linear TV. ”
Further speaking on influencers expanding their base within families, he added, “Just like Connected TV, Influencers are a booming marketing force in India, with over 3 million active and a growth rate exceeding 20% annually. Food, lifestyle, and travel content dominate the influencer landscape, making up nearly 40% of all influencers. Interestingly, these influencers are often discovered by different members of a family or social group on their preferred platforms - YouTube for older generations and Snapchat for younger demographics. The key takeaway is that influencer content, whether it's about new food trends, wellness tips, or travel destinations, sparks conversations within families and social circles. This shared exposure to content creates "common currencies of conversation," fostering stronger connections and potential points of agreement across generations.”
Speaking on the reflections and manifestations of changes in pop culture, Bikram Bindra, Global Content and Creative Strategist, The Absolut Group (Pernod Ricard) said, “Pop culture and advertising are moving away from stereotypical portrayals of families. Brands are recognizing that families come in many forms, not just the traditional nuclear family. One example is McCain's campaign "family," which defined family as how you choose to define it. Another example is Vicks's campaign "Touch of Care," which featured a transgender activist and her adopted child. This reflects a broader cultural shift towards questioning traditional family structures.”
Further Bikram said, “The mother-daughter dynamic is also transforming. It's transcending traditional boundaries and becoming more about mutual empowerment. The shift is questioning patriarchal norms. Brands like Clinic Plus and Vim targeted at rural audiences are showcasing this new strength-based relationship between mothers and daughters. Furthermore, children are being depicted as change agents, influencing family dynamics. There's a growing emphasis on self-acceptance and defying societal expectations in brand messaging. Brands like Dove and Rin are portraying traditionally marginalized groups in a position of strength, moving away from narratives of pity. Beyond traditional family structures, digitalization has fostered new relationship dynamics. People are connecting based on shared interests and passions, forming online communities that function as chosen families. This reflects a larger cultural shift, with subcultures increasingly flourishing in virtual spaces.” Adding to his views he said, “The rise of parasocial relationships, where fans develop close bonds with celebrities, is another trend fueled by the digital world. Social media provides deeper connections between fans and stars. This section will explore how short-form content platforms like TikTok foster relationship building. Studies show that while self-expression is a key aspect of these platforms, there's a strong emphasis on community and connection.”
Speaking on what’s changing in the relationship scene, Anjana Pillai, Partner, Quantum Consumer Solutions said, “Our understanding of relationships is constantly evolving. They are socially constructed, meaning our perception of each other is shaped by our own experiences and needs. External factors like social movements further complicate this picture. Feminism's impact on relationships hinges on individual responses. A positive response from men can lead to viewing women as individuals, not through gender roles. Women with a positive response can redefine their self-perception and behaviour based on their own needs for freedom. However, a negative response can solidify existing patriarchal structures. This isn't limited to men. Some women may find comfort in the status quo and a more subservient role. Interestingly, a negative response for women can also be a power play, perpetuating traditional expectations onto others like daughters-in-law. These contrasting responses play out across social classes, communities, and social structures.”
Further, she added, “Feminism is empowering women to see themselves as agents of change. It's not just about education and employment anymore, but about women actively pursuing new paths in education, careers, relationships, and even business ventures. This isn't limited to big cities. We see examples in rural areas like Uttar Pradesh, where women are exploring entrepreneurship through food stalls. Karnataka even has government programs offering financial aid to single female heads of households. Single-mother families are becoming more common, with the mother-child unit forming the core family structure. Sisterhood is also gaining traction beyond metros. Rural women are banding together to tackle issues like domestic violence, water access, and alcohol availability. In cities, women are starting businesses collaboratively. The consequence of this shift is a rise in anxious and insecure masculinity, which can potentially lead to toxic expressions.”
The session throws light on the evolving dynamics of relationships and the impact of social movements like feminism, self-perception, connection, and empowerment.