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Frugality, climate and K-pop: The new cultural economics of Gen Z

Gen Z and Gen Alpha are reshaping India's consumption culture around Jap-Kor influences, minimalism and frugality, posing a new challenge for brands

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Business StandardCenter·2h ago
Frugality, climate and K-pop: The new cultural economics of Gen Z
Gen Z and Gen Alpha are reshaping India's consumption culture around Jap-Kor influences, minimalism and frugality, posing a new challenge for brands
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