Arjun runs a small streetwear printing unit in Noida—T-shirts, hoodies, caps. Earlier, his Instagram bio said:

“Since 1998. Family business. Trusted quality.”

Gen Z didn’t care.

One day, a college student DM-ed him:

“Bhai, yeh print 10 wash ke baad kaisa rahega?”

Arjun replied honestly:

“Ye wala 6–7 wash tak sharp rahega.

Better option bhi hai, thoda mehenga.”

That honesty went viral—in a small way.

The student posted the chat.

Orders followed.

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Nearby in Pune, Meghana runs a home-style tiffin service for young working professionals. Instead of posting glossy food photos, she started posting short stories:

“Today’s sabzi failed. Won’t send it.

Menu change ho raha hai.”

Gen Z customers loved that.

They commented:

“Respect.”

“Real.”

Lesson (simple, usable):

Gen Z doesn’t trust what you claim.

They trust how you behave when no one asked.

👉 Try this yourself:

Don’t tell Gen Z how great you are.

Show one honest decision—even if it looks imperfect.

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How this decodes the “big wisdom”

For Gen Z:

• legacy feels borrowed

• polish feels staged

• honesty feels refreshing

They don’t fall for marketing mechanics.

They recognise them instantly.

My honest view

Gen Z is not anti-brand.

They are anti-pretence.

Small businesses win here because

they can be real without approval.

Mukesh, BCC 30 fits beautifully into the Gen-Z arc.

Whenever you’re ready, we can continue with:

• Gen Z & value

• Gen Z & work

• Gen Z & pricing

• Gen Z & sustainability