"The meaning of the word 'essentials' is changing": Arun Raman, GREY Group

In a new series 'Planner's Journal', we explore what the world looks like from the perspective of those in charge of mining consumer insights every day.

Here's what Arun Raman, chief intelligence officer, GREY Group India, has to say:

"Families are changing. See how quintessential authority figures at home are doing ‘chores’. They aren’t that frightful anymore, are they? A sense of egalitarianism is coming into homes, communities, societies, and even the nation."