e4m & Lodestar UM podcast: Future with Women Gen Z - redefining families, finance & brands

In the third and final episode of the podcast series, Aditi Mishra, CEO, Lodestar UM, and Kulanath Kaushik from Lodestar UM’s strategy team look ahead to how Gen Z women will shape the future. From family structures and financial independence to categories like autos, alcohol, and technology, the discussion highlights a generation that demands inclusivity, transparency, and authenticity from brands.

About the third episode

Titled “Future with Women Gen Z”, the conversation explores how changing family dynamics are creating more equitable partnerships, with women asserting their role in financial decision-making. Rhea, a participant from a small town in Uttar Pradesh, stressed: “It should be a 50-50, actually a 100-100 decision on both ends… even if a woman is not earning, she’s running the entire thing from the back end”.

Communication also emerged as a defining marker of this cohort. Anuja, another participant, noted: “People should be mindful… if you just point out in a very negative way, that affects people. There are ways to tell it where a person would accept your thoughts”. This emphasis on sensitivity and mindfulness extends to the way brands are expected to speak to them.

The episode examines categories where women Gen Z are expanding influence, alcohol, finance, and especially auto. While SUVs dominate, participants pointed to opportunities in hatchbacks and EVs, making first-time ownership more accessible for young women. At the same time, finance remains a space where knowledge and communication still feel male-centric. As Mishra noted, brands will need to simplify, educate, and design for women to unlock future growth.

The discussion also reflected Gen Z’s nuanced relationship with technology. While they embrace innovation, there is growing fatigue from being “always on.” Ananya, a participant, summed up the balance: “I don’t want to live in a formal world. I want to catch up with what the world is doing… influencers suggesting small businesses help them grow, and that’s something I wouldn’t have discovered on my own”.

Running close to an hour, the final episode underlines how Gen Z women are setting new expectations not just for brands but for society, demanding equality, authenticity, and inclusivity as they step into the future.