GenZ vs Millennials – Preferences during Diwali in India 2025
Our study explored how two key generations – Gen Z (born 1997–2012) and Millennials (born 1981–1996); perceive and celebrate Diwali in 2025. Based on short, spontaneous one-liners collected before the festivals began. The findings shed light on how cultural traditions are evolving across age groups.
While both generations share Diwali’s timeless essence – togetherness, lights, and celebration. Their interpretations and priorities differ significantly, reflecting their distinct life stages, values, and worldviews.
This festive season, we conducted an exploratory campaign (using Qualitative Research), inviting 24 Indians, capturing their reflections. While it is difficult to simply put all the raw emotions here, the following thematic analysis presents the key insights drawn from their voices.
GenZ vs Millennials: Demographics Comparison
GenZ vs Millennials: What they Preferred Most this Festive Season
Gen Z: What Mattered to Them
1. Lights & Decorations
From diyas to rangoli, candles to sparkling home decorations, lights play a central role in Diwali celebrations. 7 out of 13 GenZs shared how decorating their homes brings warmth, positivity, and festive energy to their surroundings.
#MeriWaliDiwali Moment:
“Decorate home with lots of Diya and make the night more colourful and also light full with Diwali blasts.”
– Vijayalaksmi, 26 yrs
2. Eco-friendliness
3 out of 13 GenZ participants celebrated sustainably. Choosing no crackers, planting trees, or hugging nature showed that Diwali can honour the environment while keeping the spirit alive.
#MeriWaliDiwali Moment:
“Going to celebrate Diwali with family members, lighting eco-friendly earthen lamps and making paper lanterns or torans.”
– Prince, 17 yrs
3. Memories & Stories
GenZs are all about – memories, stories, hashtags and Instagram. 2 out of 13 participants recounted cherished moments, nostalgic memories, and personal tales that make each Diwali unforgettable.
#MeriWaliDiwali Moment:
“I am travelling back to my hometown from where I work. Will be sharing lots of sweet memories with my family after a long time.”
– Swetha, 22 yrs
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Millennials: What Mattered to Them
1. Family & Relationships
Diwali is a time to strengthen bonds. 4 out of 11 participants shared moments spent with family, siblings, relatives, and friends, cooking together, exchanging gifts, or simply enjoying each other’s company. It’s clear that relationships make the festival truly special.
#MeriWaliDiwali Moment:
“Focus on unity and togetherness. Diwali is about strengthening relationships and bonds , bringing people together in a meaningful way” – Amit, 39 yrs
2. Food & Sweets
No Diwali is complete without sharing sweets and festive meals. Stories of 3 out of 11 millennials highlighted homemade treats, special recipes, and the joy of sharing food with loved ones, making every bite a memory to cherish.
#MeriWaliDiwali Moment:
“I look forward to celebrating Diwali with my loved ones, decorating the home with lights, sharing sweets, spreading happiness, and creating beautiful memories filled with love, laughter, and togetherness.”
– Nagesh, 37 yrs
3. Happiness & Fun
Diwali is full of laughter, fun activities, and excitement. In contrast to GenZs who prefer to capture stories online, millennials expressed the pure joy of celebrating with enthusiasm – bursting crackers (safely!), playing games, or enjoying lively family moments.
#MeriWaliDiwali Moment:
“This Diwali I wish for a safer world to live where everyone can live with peace and happiness. 😊”
– Rajkumari, 39 yrs
Our Research Validated Commonly Held Beliefs About Gen Z and Millennial Festive Priorities
Through our qualitative research, several findings reinforced what cultural observers have long noted about these two generations – their shared love for celebration, yet distinctly different motivations and values behind it.
Purpose vs. Tradition:
For Gen Z, Diwali is not merely a festival of lights – it is a reflection of purpose. They associate celebration with meaningful action, whether it’s buying from local vendors, embracing eco-friendly practices, or promoting social harmony. This generation seeks experiences that align with their values—authenticity, inclusion, and social awareness. Their expressions show an inclination toward small acts of kindness and sustainability, signalling a generation that ties joy to social impact.
Connection vs. Reflection:
Millennials, on the other hand, lean on the emotional and relational side of Diwali. Their one-liners frequently mentioned family, friends, and the nostalgia of shared traditions. They view the festival as a moment to pause, reconnect, and reflect on personal bonds rather than reinvent them. While they welcome modern conveniences – like festive offers and digital celebrations – they remain anchored in the comfort of familiar rituals.
Energy vs. Serenity:
Where Gen Z brings an energetic, creative tone to Diwali – colorful lights, vibrant décor, and expressive storytelling. Millennials express a preference for peaceful celebration and balance. They seek happiness in simplicity: well-lit homes, shared sweets, and emotional togetherness. This difference mirrors their broader life stages – Gen Z exploring independence and identity, while Millennials balance careers, families, and stability.
Modern celebration, timeless essence:
Despite generational nuances, both groups uphold Diwali’s central theme of light over darkness – interpreting it in their own ways. For Millennials, light symbolizes warmth and unity. For Gen Z, it represents hope and renewal. The results reaffirm that while expressions evolve with time, the emotional core of Diwali continues to unite generations under one luminous spirit of joy and togetherness.
#MeriWaliDiwali reminded us that the festival is more than lights and sweets. It is about family, joy, unity, mindfulness, and the stories we share. No matter how you celebrate, your way of Diwali adds to the tapestry of memories that make this festival truly special.
This study was conducted end-to-end on ThinkSurvey – from participant recruitment to data capture, and analysis.
