The very Barometer of societal change, the Generation I woman is young, married, aspires to a career, is well informed and liberated, and extremely in
The very Barometer of societal change, the Generation I woman is young, married, aspires to a career, is well informed and liberated, and extremely individualistic. Eager to add to her husband’s income without abdicating her responsibilities to the family, she has a high sense of self-esteem. While preserving her husband’s values, she rejects traditional family equations, demanding and getting and equal say in decision making. She also wants her children to be free of obligation like looking after their parents. “I don’t expect my children to care for me,” she says. Being better of than her mother-in-law from modern products to modern attitude is a priority. The Generation I woman does not aspire to a westernized life-style. “Watching Santa Barbara is OK. But our roots are in the Mahabharata,” she says. Even homegrown soaps like Tara are losing their appeal to her for being “Boring”. In terms of personal aspirations, social standing and achievement score over comforts and luxuries. Says she: “Having a happy family and mental peace is more important than being rich.” Looks and personal grooming are high on her agendas, involving visits to beauty parlors as well as use of home remedies. Being well-dressed is a priority: “Good clothes give me confidence,” she says. She shops for her husband’s clothes too. The Generation I homemaker is an adventurous buyer. “Mixies were commonplace earlier, but today food processors have made lives easier for us. Our parents were not as adventurous because they did not have so many products to choose from.” Many Generation I woman are overstressed, thanks to the complex pressure of household chores, children’s homework, and often, a job. Few have the leisure to watch their favorite programmes on TV, and usually rely on their husband’s or children’s choice.“ You just can’t adjust your schedules to TV serials,” she says. She measures durability, easy maintenance, technology, and a well-known brand name against the price to determine the value of a product. “The price must be equivalent to the benefits that the product offers. It is not necessary that all high-priced products are good, she say. Be prepared to encounter the quintessential, hardnosed consumer in the Generation I woman.