Millennials in Pakistan

This special study sheds new light on Pakistan’s millennials - one of the country’s most important and disruptive consumer segments.

The author(s)
  • Babar Abdulsattar Ipsos, Pakistan
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More brands are shifting their attention to millennials as they look to gain insights into how their future consumers will shape tomorrow’s trends.

In Pakistan’s comprehensive study on Generation Y, we discover new trends in attitudes and behaviours across key demographics.

This summary report presents a selection of the key findings from the study, including:

  • Almost one fourth of millennials in Pakistan value their country’s traditions passed down from older generations. However, almost half of millennials are not afraid to speak their minds, even if their opinions go against certain societal norms or expectations.
  • While 58% of Pakistani millennials are optimistic about their future in the county, this varies drastically by gender (45% of women compared to 71% of men).
  • Almost one third of millennials are willing to give brands they have had a bad encounter with another chance - a figure that is significantly higher than other countries in the region.
The author(s)
  • Babar Abdulsattar Ipsos, Pakistan

Consumer & Shopper