As I watched the 2024 U.S. election unfold, I couldn’t help but marvel at the unexpected mastermind behind Donald Trump’s victory – his 18-year-old son, Barron. This wasn’t just a political upset; it was a masterclass in understanding and engaging the next generation of consumers. And for us in corporate India, especially those in the consumer segment, it’s a wake-up call we can’t afford to ignore.

Let’s face it: we’ve been slow to adapt. While we’ve been busy perfecting our TV commercials and print ads, an entire generation has grown up swiping, streaming, and scrolling. The median age in India is just 28 years old. That’s not just a statistic; it’s an opportunity waiting to be seized.

So, what can we learn from the Trump campaign’s Gen Z whisperer?

First, it’s time to ditch the script.

Barron advised his father to go where the young audience actually is – podcasts, YouTube channels, and live streams. For us, that might mean partnering with popular Indian YouTubers or creating our own podcast series.

Imagine the CEO of Tata or Reliance having a casual chat on a popular Indian podcast. It humanizes the brand in a way no polished ad ever could.

Second, authenticity is king.

The long-form, unscripted conversations Trump had on these platforms allowed him to connect with viewers on a personal level. In India, we could take this a step further. Why not have our product developers do live Q&A sessions on Instagram? Or create behind-the-scenes TikTok content showing how our products are made?

But here’s the real game-changer: we need to start trusting our young talent.

In many,if not most, Indian companies, the decision-makers are often far removed from the youth culture they’re trying to tap into. It’s time to flip the script.

Create a “Gen Z Advisory Board” for your company. Give them real power to influence marketing strategies and product development.

And, let’s talk about language.

Not just Hindi or English, but the language of memes, of trends, of cultural moments that sweep across social media. Our marketing teams need to be fluent in this new language. It’s not just about using the right hashtags; it’s about understanding the context and emotions behind them.

Now, I know what some of you are thinking. “This won’t work for my industry.” But that’s exactly the kind of thinking we need to challenge. Whether you’re selling smartphones or sarees, mutual funds or motorcycles, your future customers are part of this digital-first generation.

Here’s a radical idea: why not launch products exclusively on digital platforms only ?

Create buzz and exclusivity by making certain items available only through social media challenges. Imagine a limited-edition smartphone that can only be purchased by those who complete a series of AR games across the city or region.

But, perhaps the most important lesson from the Trump campaign is this: be willing to ruffle some feathers.

When Barron suggested his unconventional strategy, many old-school advisers balked. But Trump took the risk, and it paid off.

In India, we often play it safe, afraid to deviate from the tried and tested.

But in today’s rapidly changing market, the biggest risk is not taking any risks at all.

So, my fellow Indian business leaders, it’s time to ask ourselves: are we ready to hand over the keys to the kingdom – or at least some of them – to our youngest employees? Are we prepared to venture into digital spaces that might feel foreign or even a bit scary? Can we loosen our grip on control and embrace the chaotic, creative energy of youth culture?

The demographic dividend we’ve been talking about for years is here. But it won’t automatically translate into business success. We need to earn it by speaking the language of the next generation, not just in our ads, but in our entire business philosophy.

Let’s not just adapt to the future; let’s create it.

Because if there’s one thing the Trump campaign showed us, it’s that sometimes, the most powerful ideas come from the most unexpected places.

And who knows? Your company’s Barron Trump might already be sitting in your office, bursting with ideas that could revolutionize your industry.

The future is young, dynamic, and digital.

Are you ready to meet it head-on?