Luxury apartments “crafted for Gen Z.” Premium cars positioned as identity statements. Across high-ticket categories, brands are increasingly speaking the language of youth. But are Gen Z consumers actually buying?

In India, most first-time homebuyers are still between 30 and 35 years old. Stable income, credit history, and long-term EMI commitments largely favour Millennials and Gen X. High-ticket purchases are driven more by financial readiness than cultural relevance.

Yet Gen Z remains impossible to ignore. They dominate digital platforms, review products publicly, compare features, and influence family discussions. While they may not sign the loan documents, they often shape the shortlist. Their power lies in visibility and influence, not immediate transaction volume.

The real risk for brands is over-indexing on youthful storytelling and alienating older buyers who hold spending power. Smart marketers are striking a balance: building early emotional equity with Gen Z while keeping revenue focus on life-stage-ready consumers.

Gen Z may not own yet-but they are already shaping what ownership looks like.