India
oi-Jonathan Thomas Jai
Gen Z, which makes up nearly 40 per cent of India’s population and over 2 billion people globally, is emerging as a powerful force in digital activism. What are they doing? They are using social media to amplify causes, shape narratives and exert pressure on governments, corporations and public figures. Where is this most visible? On platforms such as Instagram, X and YouTube, particularly during global conflicts like the Russia-Ukraine War and the Israel-Hamas War. When did this intensify? After 2020, when digital engagement surged during the pandemic. Why does it matter? Because online expression is increasingly translating into measurable real world consequences. How this transformation is unfolding reflects a new model of political participation.
Gen Z drives digital activism using platforms like Instagram and X, influencing global discourse and corporate actions; over 80% rely on social media for news, translating online engagement into real-world political participation since 2020.
Data highlights the scale of Gen Z’s involvement. More than 80 per cent of Gen Z rely on social media as their primary source of news, while in India, smartphone penetration among youth has exceeded 90 per cent. Studies suggest that around 72 per cent of Gen Z users have shared or reposted content related to social or political causes, and hashtags linked to major global issues often cross 500 million to 1 billion views within days. This level of engagement has turned digital platforms into powerful tools for mobilisation and influence.
The impact of this activism is no longer theoretical and can be seen through concrete examples. During the Russia-Ukraine War, widespread online pressure led to hundreds of global companies suspending or exiting operations in Russia, reflecting how digital sentiment translated into corporate action. Similarly, amid the Israel-Hamas War, online campaigns calling for ceasefires and humanitarian aid gained massive traction, pushing international organisations and governments to publicly respond and address the issue. In both cases, social media activity driven largely by younger users played a key role in shaping global discourse.
Corporate behaviour has also been directly influenced. Surveys show that about 62 per cent of Gen Z consumers are willing to boycott brands based on political or ethical positions. This has resulted in brands issuing public statements, withdrawing controversial advertisements or revising partnerships after facing online backlash. For instance, several multinational companies have altered marketing campaigns or clarified their stance on social issues following viral criticism online. Digital petitions have also demonstrated tangible outcomes, with some campaigns gathering over one to two million signatures within a few days, forcing institutions to acknowledge and respond.
At a political level, digital activism has contributed to increased visibility of issues that may otherwise have remained underreported. In India, youth driven online campaigns have pushed topics into mainstream media discussions, influencing public debate and, in some cases, prompting official clarifications from authorities. While digital activism alone may not always lead to immediate policy change, it plays a crucial role in agenda setting, determining which issues gain attention and urgency.
However, these impacts come with challenges. Research indicates that around 58 per cent of Gen Z users have encountered misinformation related to global conflicts, which can distort narratives and create polarisation. Despite this, the overall influence of digital activism continues to grow. It is shaping how institutions respond, how brands behave and how political conversations unfold.
Ultimately, Gen Z’s digital activism represents a shift in power dynamics. Influence is no longer confined to formal institutions or traditional media. Instead, it is increasingly decentralised, driven by collective online engagement. Through their ability to amplify voices and mobilise action, Gen Z is not just participating in global conversations but actively shaping their outcomes.
