Executive Summary

About the Report

Indonesia
Millennial and
Gen Z Report
2025
As we present the Indonesia Millennial and Gen Z
Report 2025, IDN brings together key insights from
across the country, highlighting the evolving role
of two generations that are shaping Indonesia’s
future. Millennials and Gen Z are not just
participants in change—they’re leading it, stepping
into positions of influence and redefining what it
means to be part of a rapidly shifting society.

With political shifts, technological advances,

and the increasing dominance of digital life,
both generations are taking on leadership roles,
pushing for positive change, and advocating for
sustainability. They are hopeful about Indonesia’s
economic recovery and see encouraging progress
in areas like work-life balance, inclusivity, and
mental health support in the workplace.

Yet, challenges are still at the forefront. Issues

such as the rising cost of living, job insecurity,
climate change, and mental health continue
to weigh on the minds of many. As AI and
automation reshape industries, questions about
the future of work loom larger. Despite these
uncertainties, Millennials and Gen Z remain
optimistic, expecting businesses to step up and
address both social and environmental issues
head-on.

The Indonesia Millennial and Gen Z Report 2025

reflects the determination of these generations—a
collective mindset focused on overcoming
obstacles and creating a more sustainable, brighter
future for the country.
 Executive Summary

Index 75
Chapter 4
Mental Health and Wellbeing
Objective and Understanding Indonesia’s Millennials and Gen Z has long been difficult due to
a lack of detailed research, often leading to broad misconceptions. To change
77 How Global Events Impact Mental Well-Being

methodology
01
78 Connecting Mindfully in a Digital Age
that IDN Research Institute embarked on an in-depth study to uncover the daily Executive
82 Changing Views on Survivors of Sexual Violence
behaviors, values, and aspirations that drive these generations. The goal: to gain Summary
of research a clearer picture of how Millennials and Gen Z in Indonesia see themselves, 84 Government Efforts on Mental Health

make decisions, and influence the world around them. 86 The Power of Mental Health Campaigns

86 Reducing Stigma Around Mental Health

From March to August 2024, we surveyed 1,500 respondents—750 Millennials Chapter 1 87 Tackling Mental Health Issues at the Core

07
and 750 Gen Z—across 12 major cities and regions which are Jabodetabek, Family 88 Creating a Brighter Future for Mental Health
Bandung, Semarang, Yogyakarta, Surabaya, Denpasar, Medan, Palembang, Solo, and Values
Banjarmasin, Balikpapan, and Makassar. Using a combination of quantitative

89
09 Breaking Boundaries from Traditional Roles
and qualitative research methods, we gathered data through random sampling to New Expectations
Chapter 5
to ensure diverse representation and conducted in-depth interviews to dig Media Consumption
15 Redefining Relationships with
deeper into key areas such as work, relationships, education, and religion. New Perspectives on Marriage and Divorce
91 Web Media Portals is Still the Go-To News
Source for Indonesia’s Gen Z and Millennials
17 Parenting Today by Blending Tradition
For this report, Millennials are defined as those aged 28 to 43, while Gen Z with Urban Life 91 Trust and Creativity in Nomad Media
includes individuals aged 12 to 27 as of 2024. The analysis covers a range of 23 Spirituality and Faith Guiding 94 Redefining Media Consumption with Gen Z
Indonesia’s Youth
factors including socioeconomic class (SEC), education levels, employment 95 How Young People Use Social Media
status, marital status, and religious practices. 28 Embracing Change
While Celebrating Heritage 106 Social Media’s Role in Shaping Trends

109 From Scroll to Shop: How Social Media Drives

Consumer Behavior

112 Redefining Media Habits For Indonesian

Chapter 2 Millennials and Gen Z

29
Personal
Finance
113
Chapter 6
31 Overcoming Financial Challenges Together Entertainment and Hobbies
32 Rethinking Financial Priorities for
115 Rediscovering Passions with Nostalgia
Young People
and Authenticity
33 Staying Resilient in Financial Struggles
117 The Revival of Musical Theater in Indonesia

What to
This report offers an insightful exploration into the lives of Indonesia’s 39 Managing Family Responsibilities
119 The Emotional Connection in Today’s Music
Millennials and Gen Z—two generations that are already reshaping the nation. Across Generations

expect from Through comprehensive research, we provide a detailed look into their values,
challenges, and lifestyles, touching on everything from education and career
40 Finding Balance in a Dynamic Economy
123

128
Redefining Travel and Exploration with TikTok

The Evolution of Indonesian Cinema

this report paths to relationships, leisure, and religious practices.
54 Building a Strong Financial Future
134 Revolutionizing Content & The Future of Podcasts and
Short-Form Videos in Indonesia
We also delve into urgent topics like the rising cost of living, mental health 138 Paving the Way for Indonesia’s Gaming Revolution
concerns, job security, and the growing influence of AI on the workforce. The
Chapter 3 142 Rediscovering Passions in Entertainment and Hobbies
report draws distinctions between the experiences of Gen Z still navigating

55
Education
education and those of Millennials who are already established in their careers
and Careers
and family life.

143
57 How Young Indonesians
Chapter 7
See Education Today Politics and Social Engagement
For businesses, policymakers, and educators, this report opens doors to
meaningful engagement with these generations, offering a roadmap to connect 62 Carving Out Career Opportunities
145 Shaping Political Involvement Among Young Indonesians
in a Changing World
with Millennials and Gen Z as they continue to lead the country forward. 151 What Drives Youth Engagement in Politics
68 Preparing for Tomorrow’s Job Market
with AI and Automation 154 The Evolution of Political Beliefs in the Next Generation
At the IDN Research Institute, our hope is that this report serves as a valuable 156 Connecting Politics, Trust, and the Environment
73 The Government’s Vision
resource for understanding the future leaders and key influencers of Indonesia— for Indonesia’s Future 162 Building a Better Future Through Political Participation
its Millennials and Gen Z—one step at a time, for a better Indonesia
74 Guiding Education and Career Paths
for Success

163 Introduction to Gen Alpha

& Acknowledgement

1 2
 Executive Summary

Generational Insights:
A Snapshot of Indonesia’s
Millennials and Gen Z

Shifting Gender Roles The Rise of Nomad Media

Both Millennials and Gen Z support evolving gender roles in the Both Millennials and Gen Z are gravitating towards nomad
household, but their approaches differ. Gen Z is more proactive media—news media outlets established on social media—
in embracing change, while Millennials prefer a more gradual valuing their blend of credibility and creativity. Gen Z naturally
shift, influenced by traditional family values. embraces this digital-first approach, while Millennials are also
adapting to this shift in media consumption.

Urbanization and Family Dynamics Viral Content and Emotional Engagement

Urbanization has pushed both generations to rely on technology For both generations, viral content thrives on authenticity and
to stay connected with extended family. However, Millennials emotional connection. Gen Z actively engages in creating and
express more concern about the erosion of traditional family sharing viral moments, while Millennials tend to participate
ties, whereas Gen Z is more adaptable to these new realities. more passively, appreciating the cultural shift.

Musical Theater’s Resurgence

Economic Adaptation through Frugality Musical theater is making a comeback, appealing to both
Both generations have adopted frugal living in response to Millennials and Gen Z. Gen Z is drawn to the immersive live
rising costs, but with different focuses. Gen Z prioritizes saving experience, while Millennials find comfort in the nostalgia and
through discounts and deals, while Millennials balance cost- familiar themes these performances offer.
cutting with side jobs to ensure financial stability.

Political Engagement Amid Economic Pressures

Education Reform with Kurikulum Merdeka Economic challenges are driving political engagement for both
(The Emancipated Curriculum) generations. They are pushing for policies that address job
The Kurikulum Merdeka resonates with both generations, as it security and fair wages, united in their desire to find solutions
emphasizes real-world skills. Gen Z views the reform as essential to the financial pressures they face.
for their future, while Millennials welcome it as a necessary
update to the traditional education system they experienced.

Social Media as a Tool for Activism

Social Media and Mental Health Both Millennials and Gen Z use social media as a key tool for
The mental health impact of social media is evident for both political activism, raising awareness and driving discussions
Millennials and Gen Z, with many facing anxiety and stress. Both around important issues. However, both recognize the need to
generations are increasingly adopting digital detox practices to translate online advocacy into tangible real-world action.
manage their online presence and maintain well-being.

3 4
 Executive Summary

Millennials Profiling Gen Z Profiling

Data Collection Male Female Data Collection Male Female

46% 54% 52% 48%

SEC SEC
Upper 45% Upper 51%

17 - 29 n = 750 Middle 54%

17 - 29 n = 750 Middle 48%

May 2024 Lower 1% May 2024 Lower 1%

Millennial respondents are primarily parents, with most of them already working Gen Z respondents are mostly single, with half not yet working, as many are still in
as either employees or entrepreneurs. college or university.

Area* Marital Status Occupation Area* Marital Status Occupation

5 Big Cities (NETT) 50% Single 7% Working (NETT) 69% 5 Big Cities (NETT) 50% Single 75% Working (NETT) 50%

Jabodetabek 20% Married without Kids 4% Jabodetabek 20% Married without Kids 5%
Private employees 34% Private employees 32%
Married with Kids 89% Married with Kids 20%
Bandung 10% Bandung 10% Part-time workers 5%
Entrepreneur 20%
(freelance)
Surabaya 10% Education Level Surabaya 10% Education Level
Skilled workers 7%
Medan 5% Medan 5% Skilled workers 5%
Bachelor degree (D4/S1) 18% Bachelor degree (D4/S1) 11%
Part-time workers 3% Entrepreneur 5%
Makassar 5% Academy (D1/D2/D3) 6% Makassar 5% Academy (D1/D2/D3) 4%
(freelance)
Other Cities (NETT) 50% High School (SMA) 68% Other Cities (NETT) 50% High School (SMA) 71% Professional 1%
Professional 2%
Semarang 10% Middle School (SMP) 5% Semarang 10% Middle School (SMP) 13% Government / BUMN 1%
Government / BUMN 2% employees
Yogyakarta 10% Primary School (SD) 3% Yogyakarta 10% Primary School (SD) 1%
employees
Other Jobs 1%
Denpasar 10% Denpasar 10%
Religion Other Jobs 1% Religion
Palembang 5% Palembang 5% Not Working (NETT) 50%
Moslem 90% Moslem 88%
Not Working (NETT) 31% College Student 35%
Solo 5% Hindu 6% Solo 5% Hindu 6%

Banjarmasin 5% Christian 2% Housewife 30% Banjarmasin 5% Christian 3% Housewife 9%

Balikpapan 5% Catholic 2% Not working 1% Balikpapan 5% Catholic 2% Not working 6%

*Quota was applied during data collection *Quota was applied during data collection

5 6
 Personal Values and Family in Modern Indonesia

Chapter 1

Family
and Values
09 Breaking Boundaries from Traditional Roles
to New Expectations

15 Redefining Relationships with

New Perspectives on Marriage and Divorce

17 Parenting Today by Blending Tradition

with Urban Life

23 Spirituality and Faith Guiding

Indonesia’s Youth

28 Embracing Change
While Celebrating Heritage

7
 Personal Values and Family in Modern Indonesia

Breaking Boundaries from Traditional Balancing Tradition and Progress

Roles to New Expectations in Family Life

82%
Our data shows that both Gen Z and
Modern Indonesian families are steadily moving Millennials maintain a deep respect
away from traditional gender roles, embracing a more
for traditional values, particularly
balanced approach to sharing household and professional
responsibilities. With an increasing number of women of Millennials and Gen Z concerning evolving gender roles
within the family. While 82% of both
entering the workforce, the long-standing notion of the
generally support gender equality,
father as the sole breadwinner is evolving. This shift not only generations support gender equality,
marks progress toward gender equality but also empowers
as long as it doesn’t challenge
existing traditions backing changes in gender roles as long
women to pursue careers and attain financial independence,
providing them with a safeguard against domestic violence
as they don’t disrupt existing traditions,
and unhealthy household dynamics. Whether as full-time it’s clear that preserving cultural norms
working mothers or through leveraging digital platforms— remains a significant concern for both
such as e-commerce, affiliates, and virtual assistant roles— groups. This highlights that, while
these women demonstrate that motherhood and professional
there is growing acceptance of gender
ambitions can coexist harmoniously.
role evolution, there is also a strong
inclination to maintain a connection
to established cultural practices. This
delicate balance between embracing
modernity and honoring tradition
underscores the thoughtful and nuanced
approach both generations take toward
changes in family structures.

Levels of Support and Involvement in Gender Equality Initiatives

Talk to family and friends about the

38%
importance of gender equality

Embracing the Role Not actively involved in gender equality

of the Modern Father advocacy, but supports its principles
36%

Despite these advancements, the double burden of domestic Support companies and organizations
29%
responsibilities often persists, underscoring the need committed to gender equality
for husbands to actively support and share in household
duties. Modern fathers are increasingly taking on roles as Express opinions about gender equality
21%
“househusbands,” supporting their partners’ careers and issues on social media or online forums
becoming more involved in family life. This evolving concept
of fatherhood is particularly embraced by Gen Z, who are Actively involved in organizations or
20%
more open to changes in gender roles, while Millennials movements that support gender equality
often exhibit a blend of adherence to traditional values and
Striving to challenge gender stereotypes
cautious acceptance of new expectations. By challenging 20%
in my daily life
stereotypes and promoting equitable roles, fathers today
are contributing to a more balanced and nurturing family
environment. This benefits everyone: children gain diverse I don’t support gender equality at all 18%
role models, women are relieved from the dual burden, and
men discover fulfillment in nurturing roles. *Multiple-response questionnaires allow the total result to exceed 100%

9 10
 Personal Values and Family in Modern Indonesia

How Millennials & Gen Z Respond to Gender Shifting Roles in Family Empowering Women in
Millennials and Gen Z Perspectives on Gender Role Changes in Family Dynamics Millennials Gen Z
Their Careers and Beyond
Since 1990, Indonesia has made significant strides in
Support with Traditional 49% increasing female labor force participation. However,
Safeguards 50% the gender gap remains substantial, particularly when
compared to other upper-middle-income countries.
48% Despite improvements in education and a decline
Gradual Acceptance
43% in early marriage rates, women’s participation in
the workforce has seen only marginal growth. A

40% Women
39%
Full Support for Balance key barrier that continues to hinder progress is the
48%
lack of affordable, high-quality childcare. Our survey
found that 40% of women leave their jobs after
31%
Concerned About Conflict marriage and childbirth, with nearly half citing family leave their jobs after marriage and childbirth,
29%
responsibilities as the primary reason. mainly due to family responsibilities.
27%
Traditional Role Preference
24%

*This data represents 82% of Millennials and Gen Z who support gender equality

Investing in childcare is not merely a social necessity but also an economic opportunity. Enabling women to remain in the
workforce could significantly boost the economy. According to the World Bank, even a modest increase in women’s labor
participation could add as much as $62 billion to Indonesia’s economy. As the country continues to develop its infrastructure
and social systems, the rising number of working women will further drive demand for childcare services, creating additional
employment opportunities in this sector.

This progress is reflected in the improvement of Indonesia’s Gender Inequality Index, which has advanced from 0.499 in 2018
to 0.447 in 2023. This index considers various factors, including reproductive health, women’s empowerment initiatives, and
the ratio of women to men in the workforce. For example, reproductive health indicators such as maternal mortality rates and
adolescent birth rates show continuous societal efforts to enhance gender equality. However, despite these advancements,
Indonesia currently allocates just 0.04% of its GDP to early childhood care and development, far below the Organisation for
Economic Co-operation and Development (OECD) recommendation of 1%. Increasing this investment could yield substantial
benefits, potentially adding up to $62 billion to Indonesia’s GDP annually.

To unlock these benefits, the Indonesian

However, a clear difference emerges in the degree of
acceptance and enthusiasm for these changes. Millennials,
Kalis Mardiasih, an opinion writer and young Nahdlatul
‘Ulama (NU) activist, reflects on her experiences growing up
government could consider several key actions:
though supportive of shifts in gender roles, tend to approach in a rural area where discussions about gender equality were
them with caution—48% indicate they need time to adjust. rare. She notes that it wasn’t until she had access to broader
In contrast, Gen Z demonstrates a more progressive stance, learning opportunities that she began to grasp the wider
with nearly half (48%) fully endorsing the belief that shifting implications of gender equality. Research suggests that while
gender roles can bring balance and happiness to the family. many express support for gender equality, they often haven’t
This generational gap underscores Gen Z’s reputation for taken action to advocate for it, primarily because they haven’t
being forward-thinking and adaptable, showing a greater faced situations demanding more than just verbal support.
willingness to embrace significant changes in household Mardiasih stresses that awareness is crucial, but it’s only
dynamics. Gen Z’s openness likely stems from broader the first step. She advocates for the creation of communities
exposure to global ideas of gender equality and a strong and safe spaces where individuals are encouraged to speak
belief in the positive outcomes of such changes, whereas up and take meaningful action. According to her, progress in Establish a national policy Implement fiscal Invest in the childcare Launch awareness
Millennials, despite their support, may still prefer the security gender equality is a process, and every small step forward with clear goals and programs aimed at sector by supporting campaigns to emphasize the
of gradual adaptation and the comfort of traditional values. matters. It’s not about achieving perfection or becoming responsibilities to increase making childcare more women entrepreneurs importance of childcare and
experts overnight but about making gradual progress and the availability and quality affordable, particularly for in starting and running the need for societal support
acknowledging the strides made along the way. of childcare services. low-income families. childcare businesses. for working women.

11 12
 Personal Values and Family in Modern Indonesia

Navigating Financial Independence Across Generations Opening Doors for Women’s Empowerment and Growth

Kalis Mardiasih highlights that daycare

Top 3 Actions Millennial and Gen Z Strategies for Achieving

Financial Independence in Families
Millennials Gen Z services are not just a modern innovation but a
continuation of Indonesia’s cultural legacy. In
for Financial many communities, children have traditionally

Independence Increase Income

44% been raised collectively—not just by their
parents, but also by grandparents, neighbors,
43%
in Family and extended family members. As more women
enter the workforce, expanding access to daycare
Share Financial 39%
is essential for promoting gender equality.
Responsibilities 39% However, it is vital to ensure that these services
are accessible to everyone, regardless of their
Create 39%
location. By embracing and expanding daycare,
Financial Budget 34% Indonesia can honor its tradition of communal
caregiving while empowering women to pursue
*Multiple-response questionnaires allow the total result to exceed 100% their professional goals without compromising
their roles as mothers.

As gender roles evolve, the strategies Millennials and Gen Z use to achieve financial independence are also shifting.
Our data suggests that Millennials adopt a more balanced approach, placing slightly greater emphasis on both saving/
investing and creating household budgets. With 39% of Millennials prioritizing budgeting compared to 34% of Gen Z, it’s
clear that Millennials favor a more structured and organized method for managing their finances. This focus on budgeting “Daycare isn’t just a modern necessity; it’s deeply connected to our
underscores a generational preference for financial planning and structure, likely influenced by their current life stages and tradition of families and communities raising children together.
financial responsibilities. As more women enter the workforce, ensuring accessible
daycare becomes essential not only for gender equality but also
Additionally, both generations show a strong interest in increasing income through side jobs or small businesses, with 43%
of Gen Z and 44% of Millennials employing this strategy. This shared approach reflects a recognition across generations
for empowering families to make informed financial decisions.
of the importance of diversifying income sources in today’s economic environment. However, the slight differences in Expanding these services supports women in their careers, while
financial priorities reveal a generational divide: Gen Z leans more toward investing and wealth accumulation as key families can plan their finances with greater confidence, knowing
strategies for long-term financial security, while Millennials focus more on budgeting and financial planning to achieve their children are well cared for”
stability and independence.

— Kalis Mardiasih, an Opinion Writer and Young Nahdlatul ‘Ulama (NU) Activist

Millennials and
Gen Z Diverse
Paths to Financial Investing in childcare is,
fundamentally, an investment
Independence in Indonesia’s future. It supports
working women, encourages
greater involvement from husbands
in household responsibilities,
Both Millennials and Gen Z Across generations, there is a Millennials, more so than Gen strengthens the economy, and
acknowledge the importance of saving strong interest in supplementing Z, emphasize the importance of fosters a more inclusive society. By
and investing as essential strategies income through side hustles budgeting. By organizing their taking these steps, the government
for building financial security. Gen Z, or entrepreneurship. This finances through budgeting, can unlock Indonesia’s full
in particular, prioritizes these actions, approach allows families to families can better manage their potential and pave the way for a
reflecting their focus on long-term diversify their income streams expenses, plan for the future, and brighter, more equitable future.
wealth accumulation. and mitigate financial risk. ensure financial stability.

13 14
 Personal Values and Family in Modern Indonesia

Redefining Relationships with New Strengthening Marriages with Better Support and Policies

Perspectives on Marriage and Divorce To address the rising divorce rates and shifting
attitudes toward marriage, there is an urgent
need for comprehensive support systems to help
Indonesia is undergoing a profound transformation in family couples navigate the complexities of modern life.
dynamics, particularly in marriage, where rising divorce Accessible marriage counseling, community-
rates and changing attitudes towards traditional unions are based support networks, and policies promoting
reshaping the social fabric. Over the past few years, the country work-life balance are crucial in strengthening
has experienced a significant increase in divorce rates, with marriages and preventing divorce.
data from the Central Bureau of Statistics (BPS) showing that
the number of divorce cases has steadily climbed, reaching up Additionally, educational programs that prepare
to 500,000 annually. This alarming trend has raised concerns young people for the realities of marriage—
among various parties, including the government, with the focusing on communication, financial
Head of the National Population and Family Planning Agency management, and conflict resolution—can equip
(BKKBN) warning that the rising divorce rate could threaten the future generations with the tools needed to build
stability and resilience of families. strong, resilient relationships. These initiatives
should be bolstered by government policies that
provide financial incentives for couples, such as

Understanding Modern Challenges Behind Rising tax benefits and affordable housing, to alleviate
the economic pressures that often strain
Divorce Rates marriages.

Evolving Family and Marriage Trends Among Millennials and Gen Z in Indonesia Millennials Gen Z Supporting women through education, financial
opportunities, and legal protections is essential
Rising Divorce Rates
64%
59% for reducing rising divorce rates and ensuring
47% the well-being of all family members. Financial
Preferences for Smaller Families
42% empowerment, in particular, plays a critical
Tech integration in Family Life
36% role in enabling women to leave unhealthy or
37%
abusive marriages and secure a better future for
Delayed Marriages
32% themselves and their families.
38%

31%
Focus on Mental Health
30%

29%
Gender Equality in Roles
28%

Child-Free Culture
20%
24%

Migration Trends
15% “We need strong support systems to help couples handle
14%
the pressures of modern life—things like accessible
*Multiple-response questionnaires allow the total result to exceed 100% marriage counseling, community networks, and policies
that support work-life balance. Educating young people on
The rising divorce rates in Indonesia are a significant gender inequality and power dynamics that place women the realities of marriage, from communication to financial
concern, with 62% of Indonesians acknowledging this trend. in subordinate positions. This often leads to situations management, is key to building resilient relationships. It’s
Millennials, especially those living in big cities, are facing where women endure domestic abuse, including emotional,
also crucial that government policies offer real financial
increased marital instability. The pressures of modern life— physical, and financial mistreatment. Economic factors
such as financial stress, demanding work schedules, and also play a significant role, as women frequently work to incentives and protections, especially for women, so they
the complexities of balancing personal and professional supplement the family income due to the rising cost of living, have the resources and confidence to leave unhealthy or
responsibilities—are contributing to the strain on marriages. while men may not equally share household responsibilities. abusive marriages if needed”

A common misconception is that women are primarily The dissolution of marriages impacts not only the — Samanta Elsener, M.Psi., Psychologist & Writer
responsible for the rising divorce rates, particularly since individuals involved but also has broader implications for
the majority of divorce applications are filed by women. children, extended families, and society as a whole. The
However, this view oversimplifies the complex reasons emotional and financial toll of divorce can be profound,
behind many divorces. In Indonesia, many cases stem from creating a ripple effect that affects communities and future
generations.

15 16
 Personal Values and Family in Modern Indonesia

A Collective Effort to Adapt to Changing

Millennials and Gen Z in smaller cities
74% 76%
report feeling closer to their extended 70% 71%

Views on Marriage families than their counterparts in

larger urban areas. For instance, 74%
Comparing Extended Family Ties:
Millennials vs Gen Z in Urban and
of Gen Z in smaller cities feel close to Rural Areas
The rising divorce rates and changing nature of marriage in their families, compared to just 70% in
Gen Z - Big Cities Millennial - Big Cities
Indonesia present challenges that require a coordinated and big cities. Similarly, 76% of Millennials
Gen Z - Smaller Cities Millennial - Smaller Cities
proactive response. Policymakers, community leaders, and in smaller cities maintain close ties,
individuals must work together to create an environment that slightly more than the 71% in big cities.
supports and strengthens marriages, recognizing the critical Although the differences are modest, 25%
role they play in the fabric of society. they suggest that the fast-paced, high- 21% 22% 21%

pressure lifestyle associated with 7%

5% 5%
By addressing the underlying causes of marital instability and urban areas might be subtly weakening 3%
providing the necessary support to couples, Indonesia can familial bonds.
Strong Connection Moderate Connection Weak Connection
help ensure that marriages remain a strong foundation for
both families and the nation. This collective effort is essential
not only for the well-being of current generations but also for
the future stability and prosperity of Indonesian society.

The time to act is now. By embracing these challenges with

compassion, understanding, and a commitment to positive
change, we can build a society where marriage remains a
cherished and enduring institution, capable of adapting to the
evolving needs and aspirations of its people.

Parenting Today by Blending

Tradition with Urban Life
As Indonesia rapidly urbanizes and undergoes societal changes, the traditional bonds that have long tied families together
are being tested and transformed. The Indonesia Millennials and Gen Z Report explores the evolving dynamics of family
relationships among Millennials and Gen Z, particularly how these generations balance the deep-rooted communal values
of Indonesian culture with the demands of modern life.

Strength of Family Connections Among Millennials Redefining Family Ties for

and Gen Z in Indonesia
Millennials and Gen Z
73% Our data reveals that a significant majority of
Millennials and Gen Z maintain close ties with their
In smaller cities, the slower pace of life and close-knit communities create a more favorable environment for nurturing
extended families, with 73% of respondents across
family relationships. The communal approach to childcare, deeply rooted in Indonesian culture, remains strong in these
both generations reporting a strong connection. This
areas. It is common to see neighbors, extended family members, and grandparents actively participating in raising
enduring bond underscores the cultural significance
children, reflecting the belief that “it takes a village to raise a child.” This communal spirit, known locally as “gotong-
of family in Indonesian society, where relationships
22% with extended relatives are often seen as crucial
royong,” emphasizes mutual support and collective responsibility, extending childcare duties beyond just the parents.

to one’s social and emotional support network.

5% However, a closer look at the data reveals important
In contrast, the pressures of urban life—marked by demanding work schedules and the distractions of modern living—
appear to be undermining these traditional practices. The data suggests that Millennials and Gen Z in big cities may have
nuances in how these bonds differ between urban
less time and emotional energy to invest in relationships with their extended families, potentially leading to a gradual
Strong Connection Moderate Connection Weak Connection and rural settings.
weakening of these bonds over time.

17 18
 Personal Values and Family in Modern Indonesia

Keeping Cultural Traditions Alive in Modern

As urban life continues to strain traditional family ties, the role of technology in parenting has become increasingly
significant. The data highlights how Millennials and Gen Z parents in Indonesia are navigating the challenges of integrating

Parenting technology into their children’s lives, with a clear focus on controlling and curating their children’s digital experiences.

A significant portion of parents—57% overall—choose to limit their children’s access to certain technology devices. This
For Millennials and Gen Z, blending traditional values with These values continue to shape family dynamics,
approach is particularly favored by Millennials, with 60% employing this strategy compared to 53% of Gen Z parents. This
modern life is crucial to maintaining close relationships demonstrating that while times change, the core of
suggests that Millennials, who likely experienced the rise of technology during their own formative years, are more inclined
with their extended families. Many young families still live Indonesian family life endures. However, this communal
to set boundaries to prevent overexposure to digital devices.
with or near their parents, enabling grandparents to play a spirit can sometimes lead to friction, especially when
significant role in raising the children. This arrangement personal parenting decisions differ from community
not only strengthens family bonds but also helps preserve expectations. Differences in areas like diet or screen time
cultural values as younger generations navigate the can result in misunderstandings or conflicts within the
complexities of modern life. family. 60% 60%
Parental Strategies in
57% Utilizing Technology
This lifestyle is more than just practical; it is a deliberate Sandra Ratnasari, Editor in Chief of Popmama.com, for Children:
choice to keep heritage alive. The survey indicates that highlights the challenges that first-time parents often face 49% Big Cities vs Smaller Cities
values such as mutual care, gotong-royong, and respect when setting boundaries with older relatives involved in
Gen Z - Big Cities
remain deeply ingrained. A substantial 64% of Millennials childcare. She points out that while respecting elders is
Gen Z - Other Cities
and 63% of Gen Z place great importance on maintaining a deeply rooted cultural value, it is equally important for
Millennial - Big Cities
family connections, with a similar percentage valuing young parents to have the space to navigate their own
Millennial - Other Cities
the spirit of gotong-royong. Politeness and respect also parenting journey. They need the freedom to establish their 30%
27% 26%
hold strong, with 60% of both groups emphasizing their routines, even if it involves a learning curve. According to
significance. Ratnasari, finding a balance between honoring tradition 22%

and embracing modern parenting practices is essential for

maintaining family harmony and ensuring that cultural 12%
values remain relevant in today’s world. 10%
8% 9% 9% 8% 8%
5%

Restrict Use Cultural Avoid Technology Allow Free

Technology Use Educational Apps in Education Technology Use
“Respect for elders is essential in our culture, but young
couples should have the freedom to discover their own
approach to parenting, even as they learn through experience. The data also reveals a difference between Gen Z parents Only 9% of parents choose to completely avoid the use
Balancing the respect for tradition with the flexibility for in big cities and those in smaller cities. In big cities, of technology for educational purposes. This figure is
modern parenting is key to maintaining family harmony” only 49% of Gen Z parents limit access, while 57% in consistent across both Millennials and Gen Z, indicating
smaller cities do the same. This may indicate that Gen Z that a small but steady minority of parents prefer
— Sandra Ratnasari, Editor in Chief of Popmama.com. parents in urban areas, influenced by the pervasive use of traditional, non-digital educational methods.
technology in city life, are more lenient, whereas those in
smaller cities may take a more conservative or traditional Notably, there is a slight increase among Gen Z parents in
approach. big cities (12%) who avoid technology compared to those

Guiding Parental Strategies in Utilizing Technology for Children Millennials Gen Z

Choosing educational applications and websites that align
in smaller cities (8%). This may suggest a counter-trend
where some urban parents, possibly concerned about the

Children in the 60% with cultural values is the second most common strategy,
with 27% of parents overall selecting this option. Gen Z
overuse of technology, are opting to keep their children’s
education tech-free.
Digital Age 53%
parents are slightly more inclined toward this approach
(29%) compared to Millennials (24%). This preference Allowing children to use technology freely is the least
underscores a growing awareness among Gen Z parents popular strategy, chosen by only 8% of Millennials and
of the importance of cultural relevance in their children’s Gen Z parents. Millennials in big cities show a slightly
29% digital content. higher preference at 9%, while those in smaller cities are
24% at 8%. Among Gen Z parents, 8% in big cities allow free
Interestingly, Gen Z parents in big cities are more likely technology use, compared to just 5% in smaller cities. The
(30%) to prioritize cultural educational content than data suggests a general consensus among parents of both
9% 9% 8% their counterparts in smaller cities (27%). This could generations, across different city sizes, that unrestricted
7%
reflect a trend where urban Gen Z parents, exposed to access to technology is not advisable.
Restrict Use Cultural Avoid Technology Allow Free diverse global cultures, are actively seeking content that
Technology Use Educational Apps in Education Technology Use
reinforces Indonesian cultural identity amidst the influx of
international media.

19 20
 Personal Values and Family in Modern Indonesia

Strengthening Urban Family Connections Finding Balance in Managing Kids’ Screen Time
in a Changing Society
Millennial Parents Gen Z Parents
The insights from this data underscore the importance Danesya Mayra Juzar, founder of Productive Mamas &
of reinforcing family support systems, particularly in Mindtastic, reflects on the pivotal role technology now
Maria, 35 years old, Jakarta - Marketing Manager: Aulia, 25 years old, Bandung - Social Media Manager:
urban areas where traditional bonds may be weakening. plays in family life and how it’s reshaping parent-child
“I’m committed to avoiding my kid becoming “As a Gen Z parent, I aim to integrate technology into
In smaller cities, where gotong-royong remains deeply dynamics. She emphasizes that in today’s world, digital
addicted to devices. I’m setting strict rules on screen my children’s lives in a balanced way, focusing on
ingrained, parents often find it easier to incorporate literacy isn’t just an extra skill—it’s a fundamental part of
time and focusing on educational content. My aim educational and creative uses while managing time
communal childcare into their daily lives. However, parenting. According to Danesya, children need to be tech-
is to encourage my child to engage in more outdoor limits. In today’s world, where technology is essential
in bustling urban centers, maintaining this sense of savvy, but they also need to understand the boundaries and
play and real-world interactions, fostering an and platforms like YouTube are useful, it’s inevitable
community is more challenging, leading to a greater responsibilities that come with it. She believes it’s about
appreciation for life beyond the screen.” that kids will need their own devices. The challenge
reliance on technology as a form of support—a clear teaching them to use technology not just effectively but
is navigating when, which ones, how much, and what
departure from traditional practices. wisely. While technology offers tremendous benefits, it’s
to limit, which can be overwhelming. Striking the
crucial to strike the right balance to avoid weakening the
right balance is tough; I’ve often worried whether we
strong family ties that are central to Indonesian culture.
Azman, 36 years old, Jakarta - IT Specialist: were too strict or too lenient. Especially during the
“Given my own experience with technology, I’m pandemic, finding a healthy screen time routine for
careful about how and when my children use each child has been more complex than ever.”
screens. I’ve decided they won’t have their own
“In urban settings, where life is fast-paced and screens are everywhere, it’s devices until they’re older, focusing on child-safe
content and educational apps to ensure a balanced
easy for family interactions to be overshadowed by digital distractions. Parents Danisa, 26 years old, Jakarta - Graphic Designer:
upbringing. I sometimes fear there will be protests
need to ensure that screen time doesn’t replace face-to-face time. By integrating “I’m cautious about my children’s online activity. I
in the near future but let’s see who can hold the fort
digital tools with a mindful approach, we can help our children grow up in use filters and set daily limits to ensure their screen
longer—me or my kid.”
time is regulated and safe, aiming to instill an
a world where technology enhances rather than diminishes our cultural and
understanding of responsible technology use from an
family values”
early age.”
Raka, 36 years old, Surabaya - Chemical Engineer:
— Danesya Mayra Juzar, founder of Productive Mamas & Mindtastic
“Seeing my sister’s kids overly reliant on screens,
I’ve chosen to keep devices out of social settings Marissa, 26 years old, Jakarta - Freelance Writer:
and family activities. We engage in activities “I sometimes rely on screens to occupy my child.

Preserving Family
that involve everyone and emphasize unplugging Though I feel guilty about not managing screen
to promote my child’s well-being and personal time more strictly, my priority is balancing work

Bonds Amid Rapid

development. While it’s tempting to seek a specific and family needs. I strive to make screen time as
number of screen hours as a ‘safe’ guideline for purposeful as possible given the circumstances.”

Modernization technology use, there’s no solid evidence proving

that fixed limits are inherently beneficial. Instead,
focusing on mindful and balanced usage is key.”
As technology becomes an integral part of parenting, its Arayya, 26 years old, Bandung - Project Manager:
role varies significantly depending on the environment, “Using screens in restaurants helps keep my kids
reflecting broader societal shifts in how traditional values occupied and avoid disturbing other diners. It’s not
Fifa, 36 years old, Jakarta - Elementary Teacher: just for my convenience but also about respecting
are being adapted to modern realities.
“I agree with other parents and experts that phones others in public spaces. Many parents feel the same
and tablets, especially with the content they offer, pressure, as there’s a growing sense that society
While the data reaffirms the strong family connections
can harm our kids and us. Endless YouTube playlists prefers families to stay home or stick to designated
that define Indonesian society, it also highlights the
and algorithms erode our attention spans, making play areas, away from public spaces.”
subtle yet significant ways in which urbanization is
us less social and more anxious. I feel it myself
affecting these relationships. As Indonesia continues its
every time I’m glued to my phone instead of doing
journey toward modernization, it is crucial to address the
something else. That’s why my friends and I decided
challenges that urban living poses to family dynamics.
to ban YouTube and keep tablets out of our homes.
By doing so, the cultural value of strong family ties
We want our kids to experience boredom and let
can remain intact, evolving to meet the demands of
their attention spans develop naturally, without
contemporary life while preserving the social fabric that
constant screen distractions.”
has been woven by generations of Indonesian families.

21 22
 Personal Values and Family in Modern Indonesia

Spirituality and Faith Guiding How Young People Connect

with Religious Communities
Indonesia’s Youth The data reveals a distinct generational divide in how
Millennials and Gen Z use social media for religious
Drawing Strength Religion continues to be a cornerstone for both
Millennials and Gen Z in Indonesia, offering a source of
purposes. Nearly half of Gen Z (49%) turn to these platforms
primarily for learning about religion, reflecting a phase
and Guidance from gratitude and a foundation for moral guidance. Across
urban and rural settings alike, faith plays a deep-rooted
of exploration where understanding and education take

Faith
precedence. In contrast, Millennials are more active when
role in helping people navigate the complexities of it comes to sharing and discussing their beliefs. With 26%
modern life. Millennials, particularly those in smaller of Millennials participating in religious discussions and
towns, maintain a strong connection to their religious the same percentage sharing their religious experiences
values, often turning to their faith for ethical direction online, this group demonstrates a stronger inclination
and finding comfort during difficult times. This towards community engagement and active participation
connection to traditional values remains particularly in spiritual matters.
strong in community-oriented environments, where faith
continues to influence daily decisions and actions.

For Gen Z, religion plays an equally significant role, often

serving as a stabilizing force amid the unpredictability The Role of Social Media in Religion and Spirituality
of the modern world. In smaller, close-knit communities,
this generation is deeply engaged in religious practices, 54% 46% 36% 30% 26% 25% 25%
finding comfort and stability in their faith. Even in
the fast-paced environments of urban areas, many
Millennials and Gen Z individuals seek solace and a
connection to a higher power through their spirituality,
underscoring the enduring importance of faith in
providing purpose and grounding in the face of life’s
challenges. This spiritual connection, often more
profound in smaller towns, highlights how communal
and traditional aspects of these environments foster a
deeper, more personal relationship with faith.

Promote Learn Religion Understand Follow Religious Inspired to Engage in Share Beliefs
Tolerance Other Religions Leaders Learn More Religious Dialogue
Benefits of Religion and Spirituality in Daily Life
*Multiple-response questionnaires allow the total result to exceed 100%

68%
Social media is proving to be much more than a passive 54% of users report feeling more tolerant of religious
64% space for religious content; it’s actively shaping how differences thanks to their online experiences, while
people engage with their faith and connect with 46% use these platforms to deepen their understanding

50% others. For Millennials, particularly those in urban of religion. Additionally, 36% seek to better understand
environments, social media serves as a crucial platform other religions, and 30% follow religious leaders and
for following religious leaders, engaging in discussions, organizations, indicating that social media is fostering
and sharing beliefs. This higher level of participation both personal and communal religious engagement. With
underscores the role of social media in fostering a 26% of users inspired to learn more about other religions
sense of community around religion. Meanwhile, Gen Z, and 25% participating in religious dialogues, it’s clear
especially in cities, seems to use social media more for that social media is playing a pivotal role in enhancing
personal growth and understanding, prioritizing learning religious literacy and interfaith understanding. Far from
before they engage more deeply with others. being just another digital distraction, social media is
Increase Gratitude Moral and Ethical Guide Seek Comfort reshaping how people interact with their faith, promoting
The broader picture shows that social media’s influence both individual reflection and collective participation.
*Multiple-response questionnaires allow the total result to exceed 100% on religion and spirituality is multifaceted. A significant

23 24
 Personal Values and Family in Modern Indonesia

Encouraging Open Conversations Seeking Comfort and Guidance Through Spirituality

on Tolerance and Faith Religion serves as a crucial source of comfort during difficult “No amount of studies or books could
times, with half of the respondents citing their faith as a prepare me for the grief of losing my
In Indonesia, a country where various religions like Islam, means of finding peace. There is a noticeable divide between
Christianity, Hinduism, and Buddhism coexist, the rise of religious
mother. Without faith, I would have
urban and rural residents in this regard. Gen Z and Millennials
faced this sorrow physically alone.
tolerance among the younger generation is both important and Husein Ja’far Al Hadar, Islamic in big cities are more likely to turn to religion for solace—57%
timely. Lately, there’s been a clear shift – more open discussions Grieving is a spiritual journey, and only
Content Creator, encapsulates the and 55%, respectively—compared to their counterparts in
around religion, signaling a move toward greater acceptance and religion can provide the mindset needed
essence of religious coexistence, smaller towns. This trend may reflect the higher stress levels
mutual respect in society. and faster pace of urban life, where the demands of modern to endure by strengthening our faith in
saying, “In Islam, we are always
living drive individuals to seek spiritual comfort. times of deepest despair”
reminded that religion should
primarily be a way of life that
Husein Ja’far Al Hadar speaks to the profound role of religion
regulates our relationships not in offering emotional and psychological support, especially
only with God but also with other during times of loss. Reflecting on his personal experience,
human beings, even if we believe he underscores how deeply intertwined spirituality and
in different things. What we emotional resilience are, providing strength during life’s most
should discuss is how we can all challenging moments. — Husein Ja’far Al Hadar, Islamic Content Creator
live differently while embracing
kindness as a shared value for all.”

A notable example of this shift is the YouTube program “Log In,”

This growing emphasis on tolerance
extends beyond peaceful coexistence; Harmonizing Traditional Rituals
hosted by Husein Ja’far Al Hadar, popularly known as Habib
Ja’far, and Onadio Leonardo on Deddy Corbuzier’s “Close The
it encourages active engagement
with different beliefs and finding
with Personal Beliefs
Door” channel during Ramadan. “Log In” has garnered immense
common ground. Programs like Behavioral Habits Related to Religion and Spirituality Millennials Gen Z
popularity, with millions of views per episode, by promoting
“Log In” are instrumental in making
religious tolerance through engaging and accessible content.
The show features open dialogues between religious leaders from
religious discussions relatable and 43%

various backgrounds and everyday people navigating interfaith relevant to Millennials and Gen Z, 35%
31%
relationships in their families, friendships, and workplaces. These fostering a more inclusive and 28%

candid, often humorous conversations deliver powerful messages tolerant society. 18%
14% 13% 4%
of peace and acceptance, deeply resonating with its audience. 11% 3%

Regular Conditional Occasional Respect Not Important

Participation Participation Participation but Not Practice

During his recent visit to Indonesia in September 2024, His Holiness Pope Francis emphasized the importance of
religious harmony and the practice of tolerance within Indonesian society. The data highlights distinct differences in how among younger generations, who often prefer a more
Millennials and Gen Z engage with religion and situational or need-based engagement with spirituality.
”The phenomenon of dehumanization spirituality, influenced by both generational and For many in Gen Z, religion is something to turn to
”Harmony within diversity geographic factors. As Millennials age, they appear to during specific life events or in times of crisis, rather
that manipulates religion to perpetuate
is achieved when every gravitate more consistently towards regular religious than a consistent practice. This reflects broader societal
violence and bloody conflict, as well
ethnic group and religious rituals. For instance, 43% of Millennials are actively changes, where traditional institutions, including
as the rampant exploitation of the
denomination acts in a spirit involved in religious activities on a regular basis, with religion, are increasingly reexamined or reinterpreted by
environment that has led to a climate
of brotherhood, while pursuing this figure rising to 47% in smaller towns. This trend younger people.
crisis, must be fought together by religious
noble goals by serving the suggests that Millennials, particularly those in more
communities around the world.”
common good.” traditional or close-knit communities, continue to find Geography also plays a significant role in shaping these
value in consistent religious practices. Life milestones behaviors. In smaller towns, both Millennials and Gen Z
such as marriage and parenthood likely contribute to this show higher levels of regular religious involvement, with
”Prejudices can be eradicated, and deeper engagement, as these individuals seek guidance Millennials being particularly consistent. This suggests
”Most of humanity is
an atmosphere of mutual respect and community within established religious frameworks. that in more close-knit communities, traditional religious
marginalized, lacking the
and trust can grow. This is crucial rituals still hold a central place in daily life. Conversely,
means to live a dignified life
to face our common challenges, In contrast, Gen Z tends to approach spirituality with in larger urban areas, the fast pace and pressures of city
and without protection from
including the fight against greater flexibility and less adherence to ritual. Only 35% life seem to encourage a more individualized approach
the growing and serious
extremism and intolerance.” of Gen Z respondents regularly participate in religious to spirituality, with rituals often reserved for significant
social inequality.”
activities, and this drops to 30% in larger cities. This moments rather than integrated into everyday routines.
indicates a shift away from traditional religious routines

25 26
 Personal Values and Family in Modern Indonesia

Embracing Change
These trends point to a broader shift from ritualistic religion to a more personalized spirituality, especially among
Gen Z. While Millennials maintain a stronger connection to regular religious practices, Gen Z is gravitating towards a
spirituality that is more flexible and tailored to personal experiences. This shift signifies a changing relationship with
faith, where younger generations are moving away from traditional rituals towards a more individualistic and less
consistent spiritual engagement. While Celebrating Heritage
In Indonesia, where religion profoundly influences moral and social values, these generational differences are The evolving relationship between Indonesia’s
particularly notable. Traditional practices like “gotong-royong” (mutual cooperation) and “musyawarah” (deliberation) Millennials and Gen Z with their faith, gender
continue to be vital for social cohesion, but the way religion is practiced is clearly evolving. roles, and financial independence reflects the
broader societal shifts taking place in the country.
Both generations continue to find comfort, moral
guidance, and gratitude in their faith, but their
“Many people often see religion as simply a preparation for the approaches to religious practice differ significantly
afterlife, focusing heavily on rituals without fully exploring the based on location and life stage. Millennials,
deeper spiritual meaning behind them. Rituals, especially in especially in smaller towns, maintain consistent
Islam, where daily prayers hold great significance, are undeniably religious rituals, while Gen Z, particularly in urban
important. But it’s just as crucial to cultivate our spiritual well-being. areas, engages with spirituality more flexibly and
We need to balance our commitment to rituals with a personal, inner occasionally.
connection to our faith, ensuring that it nourishes both our external
practices and our inner lives” At the same time, the shifting dynamics in family
life are redefining traditional gender roles. The
— Husein Ja’far Al Hadar, Islamic Content Creator once-dominant image of the father as the sole
breadwinner is gradually giving way to a more
balanced sharing of responsibilities between
men and women. While Millennials are carefully
Husein Ja’far Al Hadar’s perspective emphasizes the importance of navigating the balance between tradition and
finding deeper meaning beyond formal religious practices, advocating modern expectations, Gen Z is more willing to
for a spirituality that enriches daily life and supports individuals in break the mold, seeking to redefine family life
both their outward religious observances and inner spiritual journeys. with a more equitable approach. This transition
This balanced approach may resonate with Millennials, who are requires substantial support, including affordable
returning to ritual as they age, and with Gen Z, who are seeking a childcare, work-life balance policies, and cultural
spirituality that aligns with their individual needs and experiences. acceptance of shared responsibilities.

Financial independence also reflects

this generational shift. Millennials
focus on stability through budgeting
and financial planning, while Gen Z
prioritizes long-term security through
43% of Millennials are investing and wealth building. Both
actively involved in generations recognize the value of
religious activities on diversifying income, with side jobs and
a regular basis, with entrepreneurship playing key roles in
this figure rising to their financial strategies.
47% in smaller towns
As Indonesia continues to modernize, it is
essential to support these evolving needs while
honoring the traditions that have long been
the foundation of its society. By fostering an
environment that balances tradition with modern
realities, Indonesia can ensure that its families not
only survive but thrive, making gender equality
and financial independence tangible realities.

27 28
 Navigating Financial Decisions in a New Economy

Chapter 2

Personal
Finance
31 Overcoming Financial Challenges Together

32 Rethinking Financial Priorities for

Young People %

%
% %

33 Staying Resilient in Financial Struggles

39 Managing Family Responsibilities

Across Generations

40 Finding Balance in a Dynamic Economy

54 Building a Strong Financial Future

29
 Navigating Financial Decisions in a New Economy

Overcoming Financial Rethinking Financial Priorities

Challenges Together for Young People

66%
While both Millennials and Gen Z in Indonesia navigate
a challenging economic landscape, their approaches to
financial management differ. Millennials are more focused
Millennials and Gen Z in Indonesia on family-oriented goals and health, struggling with income
are increasingly finding it difficult of Millennials and Gen Z perceives insufficiency as they juggle multiple responsibilities.
to achieve financial security due the greatest challenge in Gen Z, still in the early stages of their financial journeys,
emphasizes savings, property investment, and personal
to rising living costs and stagnant managing their finances to be experiences while seeking out more information to better
wages. Inflation has consistently the ever-increasing cost of living, manage their finances. These insights underscore the
outpaced wage growth, creating particularly Gen Z in urban areas need for tailored financial advice and support for each
generation, addressing their unique challenges and helping
an economic environment where
them achieve their financial aspirations.
meeting basic needs becomes Average Wage of Millennials and Gen Z
more challenging, and savings
goals seem increasingly distant. 3.4 Main Goal in Saving and Financial Planning
Over the past four years, food 3.2
Average Wage (IDR)

inflation has surged by 5.6%, while 3.0

3% 36%
minimum wage growth has lagged
2.8
at just 4.9%, according to the Bank
2.6
of Indonesia. 8%
2.4 Gen Z
12%
20-24 25-29 30-34 35-39 40-44
Years Old Years Old Years Old Years Old Years Old 19% Millennials, grappling with financial pressures,
prioritize their finances differently from Gen Z.
22%
The average wage for Millennials and Gen Z in formal jobs Millennials tend to focus on building a stable
across Indonesia varies by age group, ranging from IDR 2.2 foundation for their families and ensuring long-term
million to 3.4 million. These modest earnings, combined security. This is evident in their primary financial
with a shrinking middle class and a rise in informal goal of saving for their children’s education, with a
employment—exacerbated by events like the “tech winter” significant 47% of Millennials emphasizing this need.
11% This underscores their commitment to securing a
and widespread layoffs—have pushed many into precarious
financial situations, further widening the gap between 5% 27% better future for their children, likely driven by their
income and living costs. current life stage, where family responsibilities are
10% more pronounced.
The economic strain is further compounded by the Millennials
shrinking middle class and the rise of informal In contrast, Gen Z’s financial priorities are more
employment. Events like the “tech winter” and widespread varied and immediate. Their focus is split between
layoffs in industries such as textiles have driven more building an emergency fund (36%), investing in
people into unstable financial conditions, with informal property (22%), and indulging in holiday and life
sector employment now accounting for 60.12% of the 47% experiences (19%). This generation is clearly in
workforce, compared to 39.88% in the formal sector. the phase of setting up their financial foundations,
Meanwhile, advancements in manufacturing, material balancing the need for security with a desire for
processing, and design systems, alongside new materials, experiences that enrich their lives. The emphasis
Emergency Funds Holiday and Life Experience
are rapidly transforming industries. These technological on property investment reflects their awareness of
improvements in weaving, dyeing, finishing, and printing Children’s Education Comfortable Retirement the importance of long-term stability, while their
have made fabric production more efficient, cost-effective, inclination towards travel and experiences highlights
and environmentally friendly. Buying a House or Property Others their quest for personal growth and fulfillment.

31 32
 Navigating Financial Decisions in a New Economy

Staying Resilient in Financial Struggles Adjusting to a New Normal with Extra Income Streams

Income-Boosting
Overall (%) Gen Z (%) Millennials (%)
Biggest Challenges in Managing Finances Millennials Gen Z Strategies

66% 66% Taking on a

46 43 50
Side Job

45% Engaging in
40% 41% 29 32 25
35% 36% Online Selling
34%
26% 26%
Seeking Higher-
Paying Jobs 28 34 23

Rising Cost of Living Insufficient Income to Lack of Savings Poor Financial Planning Need to Own a Home
Meet Needs Exploring Investment
Oppurtunities 25 28 23
*Multiple-response questionnaires allow the total result to exceed 100%

*Multiple-response questionnaires allow the total result to exceed 100%

Both generations face significant

financial challenges, albeit in different As the economic pressures of rising living costs and This trend aligns with their broader desire for financial
stagnant wages continue to challenge financial stability, autonomy and the flexibility to pursue diverse income
forms. A staggering 66% of respondents
both Millennials and Gen Z in Indonesia are increasingly streams.
across both groups cite the rising cost
seeking out additional income streams to maintain their
of living as the biggest hurdle. However, financial security. This trend reflects a broader strategic Overall, while both generations are adapting to economic
when diving deeper, it becomes clear response to the current economic environment, where challenges by diversifying their income, their approaches
that Gen Z primarily struggles with a traditional salaries are no longer sufficient to cover daily differ based on their life stages and financial priorities.
lack of savings, with 41% identifying this expenses and long-term financial goals. Millennials are more focused on side jobs to secure
financial stability, while Gen Z is leveraging digital
as their main issue. This suggests that
Millennials, in particular, are more inclined to take on side platforms and investment opportunities to build a
despite their efforts to save, the economic
jobs, with 50% actively pursuing this strategy. This higher foundation for long-term financial independence. These
environment and their relatively percentage indicates that Millennials, who may have generational strategies underscore the importance of
early career stages make it difficult to more established careers and responsibilities, see side flexibility and adaptability in navigating the evolving
accumulate sufficient funds. gigs as a necessary supplement to their income, helping economic landscape in Indonesia.
them manage both immediate needs and future financial
commitments. Their focus on side jobs highlights a
On the other hand, Millennials report
pragmatic approach to financial stability, where balancing
that their income is often insufficient to
multiple income sources becomes crucial for maintaining
meet living needs, with 45% highlighting their standard of living.
this challenge. This indicates that while
they may have more stable jobs or higher On the other hand, Gen Z demonstrates a strong
incomes compared to Gen Z, the financial entrepreneurial spirit, with 32% engaging in online selling
and 34% seeking higher-paying job opportunities. This
demands of supporting a family and
generation’s comfort with digital platforms and their
maintaining a certain quality of life
proactive approach to career advancement are evident
stretch their earnings thin. The contrast in their efforts to explore various avenues for income
here shows that while both groups are generation. Additionally, 28% of Gen Z is actively looking
feeling the pinch, the nature of their into investment opportunities, showing a keen interest
financial struggles varies significantly. in growing their wealth beyond traditional employment.

33 34
 Navigating Financial Decisions in a New Economy

“Frugal living isn’t about denying yourself comfort—it’s

Embracing
Comparison of Financial Strategies Between
Millennials and Gen Z Amid Rising Living Costs Millennials Gen Z about making deliberate, thoughtful choices and resisting

Frugal Living 57% 56% 51%

the constant pressure to chase after luxury for the sake of
appearances. It’s about understanding what truly matters
as a Smart 48% 49% 49%
to you, even if it means putting in a bit more effort, and

Strategy staying committed to those values instead of getting caught

up in the endless pursuit of the next big thing. Frugality
is about prioritizing substance over style, and finding
Looking for Choosing a Set Aside Money fulfillment in simplicity rather than excess”
Additional Income Frugal Lifestyle for Regular Savings

*Multiple-response questionnaires allow the total result to exceed 100% — Samuel Ray, Content creator, Author, and Advocate for Frugal Living

As the economic landscape evolves, Gen Z is leading In contrast, Millennials show a slightly lower
the way in adopting a frugal lifestyle, with 56% actively inclination towards frugality, with 49% embracing cost- By adopting frugal habits, Millennials and Gen Z are not just saving money; they are redefining
implementing cost-saving measures. This reflects their saving practices. This can be attributed to their more what it means to live well in today’s society. By moving away from the consumer-driven
proactive response to financial challenges, shaped established careers and lifestyle expenditures. While culture that often dominates urban life, they are shaping lives that prioritize sustainability,
by experiences with economic instability and the Millennials also face financial pressures, their spending simplicity, and meaningful choices. In this context, frugal living is not about deprivation—it’s
availability of digital tools for budgeting. Their higher habits are influenced by different priorities and financial about building a life that is both financially secure and ethically grounded, where fulfillment
adoption rate highlights a significant shift towards stages compared to Gen Z. This generational divergence comes from deliberate choices rather than the endless pursuit of material excess.
maximizing value and sustainability, indicating underscores the need for tailored financial strategies and
a strategic approach to managing finances in an marketing approaches that address the distinct values
uncertain environment. and financial behaviors of each cohort.

Frugal Living Strategies Among Millennials and Gen Z Millennials Gen Z

66% 60% 54% 53% 44% 37% 30%

Cook Food at Use Promotions Limit Social Prefer Home-Cooked Shop at Traditional Seek Affordable Choose Affordable
Home and Discounts Outings Lunches Over Snacks Markets Entertainment Exercise Options

*Multiple-response questionnaires allow the total result to exceed 100%

As economic challenges persist, Gen Z is taking the Millennials are also embracing frugality, though with
lead in adopting creative strategies to save money. a different focus. Sixty-six percent of Millennials
Sixty percent of Gen Z respondents actively seek prioritize cooking at home, making it the most
out promotions and discounts, making this their common money-saving strategy within this group.
primary approach to cutting costs. This behavior This habit not only helps with budgeting but also
highlights their focus on maximizing the value of supports a healthier lifestyle, as home-cooked
every purchase, understanding that small savings meals tend to be more nutritious than takeout.
can accumulate significantly over time. Additionally, While Millennials also seek the best deals through
54% of Gen Z is reducing social activities, such as promotions and discounts, their practical approach is
hanging out with friends, to better manage their evident in the 53% who prefer home-cooked lunches
finances. Another 30% is opting for more affordable over snacks. This choice reflects their preference for
fitness options, like running instead of gym substantial, budget-friendly meals that provide both
memberships, reflecting their broader commitment value and nourishment.
to cost-effective living.

35 36
 Navigating Financial Decisions in a New Economy

“Millennials are uniquely positioned in the sandwich generation,

Supporting the Sandwich Generation

shouldering the dual responsibilities of raising young children while
caring for aging parents. They bear the emotional and financial burden of
both roles, often feeling stretched thin, yet they continually find ways to

in Balancing Family Duties balance these demands. This generation exemplifies resilience, managing
the intricate pressures of supporting their families on both ends with
remarkable strength and resourcefulness”

— Samuel Ray, Content creator, Author, and Advocate for Frugal Living

Testimonials

Arief, 38, Jakarta

“Managing all household expenses for my parents and my own family is a
big responsibility, but I’m comfortable with it. Even though the financial
burden is significant, I’ve grown accustomed to it and take pride in providing
for both households. The sense of accomplishment I feel from making sure
everyone is well taken care of outweighs the challenges. It’s a lot of work, but
knowing my family is happy and secure makes it all worthwhile.”

Aika, 35, Bandung

In Indonesia, the economic challenges faced by Millennials Indonesia’s social safety net remains inadequate in “Supporting my younger sibling’s education has been a huge financial
commitment, but it’s something I’m proud to do. While it does stretch
and Gen Z have given rise to what is increasingly known addressing these issues. Programs like Jaminan Kesehatan
my budget, seeing my sibling succeed and knowing that I’m helping them
as the “sandwich generation.” This term, originally coined Nasional (JKN) provide some coverage, but many still face achieve their goals is deeply fulfilling. The sacrifices are worth it when I see
by social worker Dorothy Miller in 1981, refers to those significant out-of-pocket medical expenses, forcing the their progress and know I’m contributing to their future. It’s a challenging
who are simultaneously supporting their children while sandwich generation to make difficult choices between role, but it’s one I gladly accept for the sake of family.”
caring for aging parents. As Indonesia’s economy shifts to a immediate healthcare needs and long-term financial
lower-middle income status, this phenomenon is becoming security. With 35% of health expenses being paid out-of-
more widespread. Bhima Yudhistira, Director of the Center pocket—far exceeding the WHO’s recommended 20%—the
of Economic and Law Studies (Celios), explains that this pressure on these individuals is immense.
Hadi, 33, Surabaya
economic transition has significant consequences, leading
“I’m proud to have covered my brother’s wedding expenses and to
to a growing number of individuals finding themselves in Government initiatives like Kartu Prakerja offer some relief, support my sister’s living costs while she studies in Malaysia. However, I
the sandwich generation. The decline in Gross National but the middle class often finds itself overlooked. While sometimes feel that if my living situation were less burdensome and my
Income (GNI) per capita is indicative of broader economic financial literacy is crucial, it is not enough on its own. financial pressures lighter, I could have done even more for my family. The
issues, including stagnant wages, rising living costs, and Without stronger social welfare programs, many will remain strain of managing these responsibilities can be overwhelming at times,
and I wonder how things might have been different if I had more financial
insufficient social protection. caught in the cycle of supporting both their children and security. Despite this, I continue to do my best because I care deeply about
aging parents, struggling to achieve financial independence my family’s well-being.”
Content creator, author, and advocate for Frugal Living, and stability for the future.
Samuel Ray highlights the generational differences in how
Millennials and Gen Z are navigating these challenges.
Millennials, now in their 30s and 40s, often find themselves
juggling the demands of raising young children while also Rayna, 31, Jakarta
caring for elderly parents. “Being the primary provider for my parents and covering all household
expenses has taken a severe toll on my mental health. The constant financial
pressure and the burden of managing every aspect of our household leave me
On the other hand, Gen Z is determined to avoid the financial
feeling overwhelmed and trapped. I’m constantly stressed, and it’s affecting
struggles they have seen Millennials endure. They are my well-being and personal life. I don’t see my friends, I clearly don’t date,
focused on achieving financial independence and even early and my life is a constant roller coaster. I often feel that I’m sacrificing my
retirement but face significant obstacles, including limited own happiness and health for the sake of supporting my family, and I can’t
help but wish for a way out of this situation. It’s a struggle every day, and
career opportunities, high living costs, and escalating
I don’t know how much longer I can keep going like this without serious
education expenses, which make saving and investing consequences for my mental health.”
increasingly difficult.

37 38
 Navigating Financial Decisions in a New Economy

Managing Family Responsibilities Finding Balance in a Dynamic

Across Generations Economy
While Millennials and Gen Z in Indonesia are adopting years. In areas like Bandung Barat, many women have filed
smart financial strategies such as frugal living and cautious for divorce due to the financial turmoil and deceit caused by Redefining Milestones The financial pressures facing Millennials and Gen Z in Indonesia have
significantly influenced their life decisions, particularly regarding
use of fintech services, the rise of online gambling presents
a serious threat to their financial security. This growing
their husbands’ gambling, illustrating the deep emotional
and economic damage that can result.
by Delaying Marriage marriage and family planning. Faced with economic instability, many

and Family
Millennials and Gen Z are delaying marriage and considering child-free
issue has the potential to undermine the stability these
lifestyles as strategic responses to financial uncertainty, prioritizing
generations are working hard to build. The proliferation of The widespread effects of online gambling on financial
financial security over traditional family structures.
judi online (online gambling) platforms, particularly in the security demand urgent attention from policymakers and
wake of the COVID-19 pandemic, has made gambling more society. The severity of the issue has prompted the Office of
According to 2023 data from BPS, there has been a notable increase
accessible than ever, leading to increased debt and financial Religious Affairs (KUA) to advocate for gambling prevention
in the number of young people aged 16–30 who remain unmarried,
instability. For these younger generations, already grappling efforts in religious counseling. As Anwar Saadi from the
rising to 68.3% from 59.8% in 2020. This shift is driven not by a
with high living costs and an unpredictable job market, Ministry of Religious Affairs noted, “Gambling isn’t just an
rejection of traditional family values but by a pragmatic response to an
online gambling is a formidable challenge that requires economic threat; it’s a major social issue that fuels crime,
increasingly challenging economic environment.
collective action to contain its spread. depression, domestic violence, and family breakdowns.
To combat this, we need a united effort—government
The consequences of online gambling are particularly severe interventions and community education are critical to
for vulnerable households across Indonesia. In regions safeguarding our economic resilience.”
like Lubuk Linggau in South Sumatra and Bandung Barat Rising Costs and Their Impact on Life Choices
in West Java, as reported by IDN Times in July 2024, there For Millennials and Gen Z, avoiding the lure of online
has been a sharp rise in divorce cases where gambling gambling is just the beginning. To truly secure their Top 5 Reasons for Being Childfree or Postponing Marriage by Generation Millennials Gen Z
played a significant role. In Lubuk Linggau alone, over financial futures, they need more than personal discipline;
1,000 divorce cases were reported in the first half of 2024, they require the support of collective action. The government
68%
with many citing gambling as a primary cause of marital and communities must collaborate to curb the spread of 63%
breakdown. The accessibility of online gambling has online gambling, protect the economic well-being of these
resulted in financial resources intended for household needs generations, and ensure that they have the necessary tools 51%
45% 47%
being squandered, causing significant economic strain. This and environment to thrive financially. 43%
instability is especially evident in lower-middle-income 36%
29% 29% 28%
households, where the margin for error is already slim.

The impact of online gambling extends beyond financial

loss—it destroys relationships by fostering secrecy and Economic Instability Priority Focus on Career The Desire to Live Freely Health Reasons Education and Self-
distrust. Annisa Steviani, a Content Creator and Certified Development

Financial Planner, highlights that the financial strain from

*Multiple-response questionnaires allow the total result to exceed 100%
gambling can destabilize entire families, sparking conflicts
over money and resource allocation. As debts accumulate,
partners often resort to secrecy, eroding the trust that is
essential to maintaining relationships. This financial stress The data indicates that economic instability is a 51% and 47% respectively highlighting these as reasons
has become a leading cause of marital breakdowns, with a significant factor influencing the decisions of both Gen for delaying marriage or choosing to remain childfree,
marked increase in divorces linked to gambling in recent Z and Millennials in Indonesia to remain childfree or compared to 45% and 43% of Millennials. This suggests
postpone marriage. With 68% of Millennials and 63% of a generational shift, where Gen Z values personal and
Gen Z citing economic concerns, it’s clear that financial professional growth more highly before committing to
pressures, such as job uncertainty and rising living long-term relationships or parenthood. Health reasons
“Gambling isn’t just an economic threat; it’s a major social costs, play a crucial role in shaping their life choices. also play a notable role, with 36% of Millennials and 29%
issue that fuels crime, depression, domestic violence, and Millennials, who may be more established in their careers, of Gen Z considering them in their decisions, reflecting
seem slightly more affected by these economic factors, an increasing awareness of the impact of health on life
family breakdowns. To combat this, we need a united effort—
possibly due to the additional financial responsibilities of choices. Overall, while economic stability remains a
government interventions and community education are supporting a family or maintaining a certain standard of dominant concern for both generations, Gen Z is more
critical to safeguarding our economic resilience” living. focused on achieving personal autonomy and career
success, whereas Millennials prioritize economic security
— Anwar Saadi, Ministry of Religious Affairs On the other hand, Gen Z places a stronger emphasis on and health considerations in their decision-making.
career priorities and the desire for personal freedom, with

39 40
 Navigating Financial Decisions in a New Economy

Pursuing Financial The data points to a clear shift in how Gen Z and
Millennials in Indonesia approach marriage and family
being re-evaluated by these generations, shaped by modern
challenges and aspirations. This evolving landscape is
Independence life, reflecting broader changes in society and the something that policymakers, businesses, and social

by Focusing on Careers economy. Divorce rates have spiked by 62%, indicating that
maintaining marital stability is becoming increasingly
organizations need to understand as they adapt to the
changing dynamics of family life in Indonesia.
difficult, likely due to financial pressures, changing social
For Gen Z, the decision to delay marriage or opt for a child-free
norms, or unmet expectations within relationships.
lifestyle is closely tied to their overarching goal of building In Indonesia, Millennials and Gen Z are delaying marriage
financial security. This generation’s entrepreneurial mindset— or choosing a child-free lifestyle not because they reject
Among Gen Z, 38% are choosing to delay marriage, often
leveraging digital platforms, embracing freelance work, and the concept of family, but because they are making
prioritizing personal goals like career growth and self-
exploring diverse career paths—reflects their commitment calculated decisions in response to the economic and
discovery before making long-term commitments. social challenges they face. These choices reflect a shift
to achieving financial independence before taking on the
Additionally, 24% of Gen Z are embracing a child- in priorities, where financial stability and security take
responsibilities of family life. The data supports this trend, with
free lifestyle, moving away from traditional family precedence over traditional milestones.
51% of Gen Z respondents prioritizing their careers and 47%
expectations in favor of personal freedom or concerns
choosing to live freely in order to pursue personal ambitions.
about the financial and environmental responsibilities of
Compared to Millennials, who are also impacted by economic For these Millennials and Gen Z, navigating an uncertain
raising children.
pressures, Gen Z places a greater emphasis on career and economic landscape means redefining what it means
personal freedom, indicating a stronger inclination to postpone to build a life. Their approach highlights a pragmatic
Millennials, on the other hand, are more focused on
traditional life milestones until they feel financially secure. understanding of the realities they face, as they seek to
limiting the number of children they have, with 47%
making this choice. This trend is largely driven by create a more stable and sustainable foundation before
economic factors, as 68% of Millennials cite financial embracing the responsibilities of marriage and family.
“The data clearly shows that this generation is rethinking instability as the primary reason for postponing marriage
the traditional path to starting a family. Faced with the This shift in priorities underscores a broader generational
or deciding to have fewer children. Health concerns also
intense financial pressures of rising education costs, trend—Millennials and Gen Z are not just postponing
play a significant role, influencing 36% of Millennials in
soaring healthcare expenses, and the ever-increasing cost family life; they are intentionally redefining their futures
their family planning decisions.
of living, many are choosing to focus on securing their
in response to the economic and environmental challenges
financial stability and personal well-being first. They
These trends highlight a major shift in priorities, where they face. Their choices are driven by a need for security
recognize that without a strong financial foundation,
Gen Z is more focused on career and independence, while and sustainability, both financially and personally, as they
the dream of a stable family life is difficult to achieve.
It’s important to understand that the decision to delay Millennials are more concerned with financial and health navigate an increasingly complex and uncertain world.
marriage or having children is largely financially driven, stability. The traditional notions of marriage and family are
and this focus on self-fulfillment may ultimately lead to
more empowered, resilient individuals”

— Annisa Steviani
Content Creator and Certified
Financial Planner

Choosing a Child-Free Life as a Thoughtful Response

to Economic Pressures

Family & Marriage Reasons for Childfree

Trend Changes or Postponed Marriages

Gen Z Gen Z
Postponing Marriage (38%) Career Prioritization (51%)
Embracing Child-Free Lifestyles (24%) Desire for Freedom and Flexibility (47%)

62% 65%
Increase Millennials Influenced Millennials
Limiting Number of Children (47%) Economic Instability Concerns (68%)
in Divorce by Economic
Health Considerations (36%)
Rates Instability

41 42
 Navigating Financial Decisions in a New Economy

Navigating the Challenges of Homeownership How Millennials and Gen Z Are Tackling Homeownership
Data from our survey provides insight into how to credit or a reluctance to take on debt, likely due to
Millennials and Gen Z are navigating the challenges high interest rates, unstable incomes, or other financial
Major Obstacles of homeownership in Indonesia. The findings reveal challenges. Additionally, 12% of respondents are still

to Homeownership that a significant 52% of respondents have acquired renting or living in temporary housing, reflecting the
their homes through inheritance or gifts from family, ongoing struggle to achieve homeownership.
underscoring the crucial role of generational wealth
SALE
RENT and family support in the housing market. For Furthermore, 6% of respondents continue to live with
many Indonesians, the ability to purchase a home their parents, which may suggest financial constraints
independently remains financially out of reach. or a cultural preference for extended family living
51% 48% 39% 33% Only 18% of respondents have managed to buy their
arrangements. Another 2% have borrowed from others
to finance their home purchase, indicating that informal
Economic and High Property Insufficient High Interest homes with their own savings, emphasizing the level borrowing is not a common practice, possibly due to the
Job Uncertainty Prices Due to Savings for Down Rates on Loans
of financial stability required to avoid relying on credit associated risks.
Inflation Payment and Due to Inflation
or loans. This relatively small percentage reflects the
Related Costs
broader economic landscape, where few can afford to Overall, the data highlights the pivotal role of family
*Multiple-response questionnaires allow the total result to exceed 100% purchase a home outright without external assistance. support in homeownership and the significant economic
hurdles that many Indonesians face in achieving this
Meanwhile, home loans such as KPR or KPA account for milestone on their own.
just 10% of home purchases, indicating limited access
Economic and job uncertainty stands as the most are left with limited options, such as taking on higher-
significant barrier to homeownership for Millennials and interest loans or postponing their purchase. This scenario
Gen Z in Indonesia, with 51% of respondents identifying it emphasizes the importance of financial planning and
as their primary concern. The unpredictability of the job accessible saving strategies to help Millennials and Gen Z Current Methods of House Ownership Among Millennials and Gen Z in Indonesia
market and broader economic conditions makes it difficult prepare for homeownership.
for many to commit to the long-term financial obligations 52% 18% 12% 10% 6% 2%
that come with buying a home. This concern is especially High interest rates on loans, also driven by inflation,
prevalent among younger generations, who are still in present another significant barrier, with 33% of respondents
the early to mid-stages of their careers. The fear of job citing this as a key concern. As interest rates rise, the cost
instability makes the idea of taking on a mortgage during of borrowing increases, making mortgages less accessible.
uncertain times seem like a daunting risk, highlighting the For younger generations already wary of taking on debt,
need for greater job security to promote homeownership. high interest rates can be a significant deterrent in their
homebuying journey. The impact of these rates is felt not
High property prices driven by inflation present another just in the initial cost but also in the long-term affordability
substantial challenge, cited by 48% of respondents as of a home, as higher monthly payments can strain
a significant obstacle. As real estate prices continue to household budgets. This challenge underscores the need Inherited or Gifted Purchased with Living with Home Loan (KPR/ Renting or Borrowed Funds
from Family Own Savings Parents KPA) Contracting
rise faster than wages, the dream of homeownership is for policies that stabilize interest rates and make borrowing
becoming increasingly out of reach for many. In urban more affordable for young homebuyers.
areas, where property prices have surged in recent
years, younger generations are often forced to either
consider homes in less desirable locations or delay their
homebuying plans altogether. This situation underscores
the urgent need for more affordable housing options to
bridge the widening gap between earnings and the cost of
real estate.

Another major hurdle is the difficulty in saving enough for

a down payment and related costs, with 39% of respondents
highlighting this as a challenge. Accumulating the
necessary savings is particularly tough for younger
individuals who may still be managing student loans or
other financial obligations. Rising living costs further
complicate this challenge, leaving little room for significant RENT RENT

savings. Without sufficient funds, potential homebuyers

43 44
 Navigating Financial Decisions in a New Economy

Key Considerations for Buying a Home The shift towards remote work has significantly that support remote work. This trend highlights the
influenced how Millennials and Gen Z approach housing importance of having a home environment equipped
selection. Remote work has reduced the need for daily with reliable internet and appropriate devices, which are
Top Factors Considered When When it comes to buying a house, Millennials and
commutes, allowing for greater flexibility in choosing essential for maintaining productivity in a remote work
Purchasing a House Gen Z in Indonesia are primarily focused on financial
residential locations farther from city centers. This setting. Overall, the data suggests that remote work has
stability, safety, and access to nearby amenities. For
flexibility is particularly valued by Millennials, with 13% not only changed how people think about where they live
Cost and 63% of respondents, the most critical factor is the
63% indicating that they prioritize this aspect when selecting a but also how they evaluate the importance of mobility
Budget cost and budget, reflecting the financial constraints
home. This generation is increasingly open to the idea that and transportation in their daily lives. Gen Z appears to be
and economic realities they face as they aspire to
owning a private vehicle is no longer a primary necessity, leading the way in embracing this shift, while Millennials
homeownership.
reflecting their preference for locations that are less remain more cautious, balancing the benefits of remote
Safety and dependent on transportation. work with the traditional need for private transportation.
Neighborhood 59% Close behind, 59% prioritize safety and neighborhood
Quality quality, underscoring the importance of secure
Conversely, 65% of Gen Z still consider owning a private Remote work offers a potential solution to commuting
and stable living conditions. This shows that for
vehicle as a primary need, suggesting that while they challenges. Since the COVID-19 pandemic, remote
Nearby these generations, feeling safe at home is nearly as
appreciate the flexibility remote work offers, they still work has gained popularity, allowing many to reduce
Amenities important as managing their finances.
53% value the convenience and freedom that comes with or eliminate their daily commutes. This shift has also
and Comfort vehicle ownership. For 25% of respondents, the need influenced housing preferences, with more people opting
Additionally, 53% of respondents place significant
for a private vehicle depends on specific situations and to live in suburbs or rural areas where housing is more
value on nearby amenities and comfort, such as parks,
needs, indicating a balanced approach where mobility is affordable and spacious. The demand for homes with
shopping centers, and gyms. This indicates that
considered but not necessarily prioritized. dedicated workspaces has risen, particularly among
Location 49% they’re looking for more than just a house—they want a
Millennials and Gen Z, who require environments that
community that enhances their quality of life.
The shift in housing priorities is further underscored support their professional needs.
by the growing need for workspaces and technology
Location also matters, with 49% considering it a key
Infrastructure
48% factor in their decision. Finally, 48% highlight the
Availability
importance of infrastructure availability, like roads,
public transport, and utilities, showing that practical
*Multiple-response questionnaires allow the concerns are top of mind for young homebuyers
total result to exceed 100% seeking a hassle-free living environment.

Exploring Remote Work as a Path to Homeownership

Influence of Remote Significantly

Commuting has become
Work on Housing
higher for
Millennials (13%)
a significant challenge for
Selection people living in Indonesia,
10%
particularly in large cities like
Reduces the need Jakarta. Overcrowded public
for commuting and transportation during peak
transportation 25% hours, combined with long
commute times, has led to
widespread dissatisfaction.
Increases The situation is even more
flexibility 65% challenging in rural and Navigating Financial Tools with Confidence
in choosing Significantly higher smaller cities, where public
for Gen Z (67%)
where to live transportation infrastructure Digital finance tools have become essential for Millennials
is often inadequate. As a result, and Gen Z in Indonesia, with four out of five individuals now
personal vehicle ownership utilizing digital finance applications. This widespread adoption
Requires a
remains a necessity for many, is especially driven by Gen Z, who are at the forefront of
well-equipped

4 out of 5 Gen Z
further contributing to traffic incorporating these technologies into their everyday financial
workspace and Yes, owning a It depends on No, owning a
reliable technology congestion. management. The user-friendly design and accessibility
private vehicle is the situation private vehicle
(internet, devices)
for remote work
still essential and individual
needs
is no longer a
primary need
of these digital tools resonate with the tech-savvy habits of
younger generations, making them a crucial component of Respondents
contemporary financial practices. Use Digital Finance Application

45 46
 Navigating Financial Decisions in a New Economy

The Rise of Mobile Banking and E-Wallets Among Youth Usage of Selected E-Wallet Services The competitive landscape of e-wallets highlights
the evolving preferences of Millennials and Gen Z in
88% 79% 77% Indonesia. GoPay leads the market with an 88% usage

71% rate, firmly establishing itself as a dominant player. Close

60% 58%
behind, OVO and ShopeePay have strong footholds with
usage rates of 79% and 77%, respectively, underscoring
their significant presence in the e-wallet sector. Dana
Prefer Mobile Use E-Wallets 48% also holds a substantial share with 71% usage, while

Banking Doku, though still active, trails with a 48% usage rate.
This data underscores the intense competition within
the e-wallet market, where GoPay maintains its lead but
faces close competition from other major players.
As Millennials and Gen Z continue to reshape the financial landscape in Indonesia, their preferences for digital finance
tools are becoming increasingly evident. A notable 60% of respondents have adopted mobile banking, while 58% As the financial behaviors of Millennials and Gen Z
regularly use e-wallets. This shift marks a clear move away from traditional banking methods, driven by the demand continue to evolve, it is evident that digital banking and
for more convenient, digital-first solutions. Mobile banking offers users the flexibility to manage their finances anytime, e-wallets are not merely passing trends—they represent
anywhere, aligning seamlessly with the fast-paced, on-the-go lifestyles of these generations. E-wallets, meanwhile, the future of finance in Indonesia. Each generation is
provide an effortless way to conduct transactions, perfectly fitting into the daily routines of those who prioritize speed forging its path, driven by distinct needs and values,
and convenience. yet both are leading the charge towards a more digital,
*Multiple-response questionnaires allow the total result
to exceed 100% interconnected financial ecosystem.

Comparison of Top-of-Mind Awareness for Digital Banks Millennials Gen Z

88% Embracing QRIS

64%
75%
68%
as the Standard QRIS Usage Frequency Among Gen Z and Millennials
60% 62%
48% for Transactions Daily Usage Weekly Usage
53%

QRIS, which stands for Quick Response Code

39% 37% 38%
6% Indonesian Standard, is a National QR code
18%
standard designed to facilitate QR code payments 35%
in Indonesia. It was launched by Bank Indonesia 30%
25%
and the Indonesian Payment System Association
*Multiple-response questionnaires allow the total result to exceed 100%
(ASPI) on August 17, 2019.

QRIS has become an integral part of daily

When examining the brand preferences of these life, especially for Gen Z, who rely on it more
digital-savvy consumers, distinct differences heavily than Millennials. This trend highlights
between Gen Z and Millennials become apparent. the increasing preference for digital payments Gen Z Millennials
Gen Z exhibits a strong preference for purely digital among younger demographics, though both
platforms, with 68% having top-of-mind awareness generations show strong weekly usage,
for SeaBank and 75% for blu by BCA Digital. These demonstrating QRIS’s widespread appeal for Top Reasons Why Millennials and Gen Z Use QRIS
platforms align with Gen Z’s tech-forward mindset, offline shopping.
offering the innovation and accessibility that they
63% 57% 40% 37% 23%
highly value. The reasons for its widespread adoption are
clear: 63% of users favor QRIS for its seamless
Millennials, however, show a slightly different and user-friendly experience. Additionally, 57%
tendency. Brands like Bank Jago, with 62% top-of- of users appreciate the shift away from cash,
mind awareness, and Livin’ by Mandiri, leading at aligning with the broader move towards digital
88%, are more favored. These preferences indicate wallets. Speed is another key factor, with 40%
that Millennials may appreciate a combination of users valuing the quick transaction times.
of traditional banking reliability and the modern Promotions and discounts available through
convenience of digital solutions. These brands have QRIS also attract 37% of users looking for savings.
effectively transitioned into the digital space, offering While only 23% mention its availability across User- Preferences Fast Exclusive Wide
Friendly for Cashlesss Transaction Promotions Availability
the best of both worlds, which resonates well with various locations, this aspect still contributes to Experiences Transactions Processing and Across
Millennial consumers. the overall convenience and appeal of QRIS. Discounts Locations

47 48
 Navigating Financial Decisions in a New Economy

Finding the Right Balance What to Look for When Choosing a Fintech Lending App
Between Security and Key Considerations for Choosing a Fintech
Convenience Lending Application Millennials Gen Z The data highlights clear generational
differences in fintech lending
80%
As digital finance tools become increasingly 75% 75% preferences. Millennials prioritize
prevalent, user expectations are shifting, with 72% of 70% security and cost-effectiveness, favoring
65%
users prioritizing the security and privacy of personal 60% OJK licensing and competitive interest
55%
data, reflecting heightened concerns about digital rates. In contrast, Gen Z places greater
safety in an ever-connected world. Additionally, 40% emphasis on convenience and speed,
67% of respondents emphasize the importance of
features tailored to their needs, underscoring a strong
72% 67% 64% prioritizing quick fund disbursement and
straightforward registration processes,
demand for personalized and user-friendly interfaces. Security and Features Tailored Affordable even if it means compromising on some
Privacy of to User Needs Costs
Lastly, 64% of users highlight the significance of Quick Funds Easy Sign-Up OJK Approval Low Interest Rates regulatory assurances. This trend reflects
Personal Data
affordable costs, reinforcing the critical role that cost- Gen Z’s focus on immediacy and ease in
effectiveness plays in the adoption of these tools. *Multiple-response questionnaires allow the total result to exceed 100% their financial activities.

Understanding the Pros and Cons of Fintech Lending

In response to these financial challenges, both Millennials and Gen Z are increasingly
turning to fintech lending as a strategy to manage their financial burdens. As digital
finance continues to evolve in Indonesia, these generations are relying more on online
loans to cover household expenses and support business ventures. The primary
appeal of these services lies in the quick access to funds and the reliability provided
by platforms regulated by the OJK (Otoritas Jasa Keuangan). This shift highlights
the importance of accessibility, speed, and regulatory trustworthiness as these
generations seek financial solutions that align with their specific needs.

Most Popular Fintech Lending Apps Among Young People

Akulaku leads the fintech lending market with a Top 5 Fintech Lending Applications Among
commanding 33% share, reflecting its strong presence Millennials and Gen Z in Indonesia Why Online Loans Are Becoming Popular Among Youth
and widespread appeal among Millennials and Gen
Z in Indonesia. Kredivo follows closely with a 20% The motivations for taking online loans Motivations for Taking Online Loans by Generation
share, demonstrating robust user engagement as reveal distinct financial priorities between
58%
a favored alternative. Easycash and Adakami hold Millennials and Gen Z. Millennials tend 54% Millennials Gen Z
18% and 17% of the market, respectively, highlighting 12% to focus on practical needs such as
their competitive presence among younger users. 17% household expenses (54%) and healthcare 45% 44%
Indodana, with a 12% share, serves a more niche yet (44%), emphasizing their commitment
35%
significant segment of the market. to maintaining stability and covering
30% 30% 30%
essential costs. In contrast, Gen Z
25% 25%
This distribution underscores a competitive demonstrates a strong inclination toward 20% 20%
landscape where multiple platforms effectively cater borrowing for lifestyle and leisure activities
to the diverse financial needs of Millennials and Gen 33% 18% (58%), highlighting their emphasis on
Z. As these generations increasingly turn to digital personal enjoyment and experiences.
lending solutions, Akulaku remains the market leader, While both generations utilize loans for
Lifestyle and Household Business Medical Education Work
while platforms like Kredivo, Easycash, and Adakami business investments, Millennials do so
Leisures Necessities Ventures Expenses Costs Expenses
maintain strong positions, collectively shaping the more frequently, reflecting their long-term
20%
fintech lending space in Indonesia. financial security goals. *Multiple-response questionnaires allow the total result to exceed 100%

49 50
 Navigating Financial Decisions in a New Economy

Using Paylater Wisely to Manage Spending Managing Monthly Paylater Installments Effectively

As Paylater services become more integrated into daily life, the choice of platforms is often Comparison of Mean Score for Monthly Millennials have a mean borrowing amount of
driven by their convenience and ease of use for shopping and bill payments. However, Paylater Installments approximately 1.475 million IDR, reflecting their
as these services grow in popularity, the primary challenge for users is to balance the cautious approach to borrowing. This lower mean
convenience of Paylater with the need to avoid accumulating debt, ensuring they maintain suggests that Millennials are more inclined to
financial discipline despite the easy access to credit. IDR 1.475 choose smaller, more manageable payments,
Million prioritizing financial security and stability.
IDR 1.275
Million
In contrast, Gen Z has a slightly lower mean
Top Paylater Apps 50% 35% 30% 25% 15% borrowing amount of approximately 1.275 million
for Millennials IDR. While still favoring smaller payments, this
and Gen Z figure indicates a marginally greater willingness
among Gen Z to take on slightly larger installments
compared to Millennials. This difference could be
attributed to Gen Z’s focus on lifestyle enhancement
and staying current with trends, occasionally
Millennials Gen Z leading them to stretch their budgets further.
*Multiple-response
questionnaires allow the Shopee Paylater GoPay Later Traveloka Kredivo Paylater Akulaku
total result to exceed 100% Paylater Applications Paylater

Exploring New Investment Strategies for a Secure Future

When and Why Millennials and Gen Z Use Paylater
Financial Focus Areas for Millennials and Gen Z
Comparison of Paylater Usage by Expense Category Millennials Gen Z

65% 46% 30% 27% 19% 15% 15%

57%
55% 54%

43% 42%
35%
33%
25%
20%
15% Emergency Fund Children’s Pension, Health Property and Asset Financial Literacy Consultation with Liquid Investment
12% 10% Preparation Education Savings Insurance and Preparation Education Financial Advisor Preparation
Old Age Security
Internet / Bills Monthly Expenses Travel / Entertainment Latest Gadgets Fashion Gadget and Accessories
*Multiple-response questionnaires allow the total result to exceed 100%
*Multiple-response questionnaires allow the total result to exceed 100%

Millennials and Gen Z in Indonesia display distinct maintain a trendy image. Additionally, 43% of Gen Z relies The data reveals distinct financial priorities between naturally prioritize their children’s future, whereas Gen Z,
spending patterns when using Paylater services, shaped on Paylater to purchase the latest gadgets, demonstrating Millennials and Gen Z, shaped by their unique life stages generally younger and without such responsibilities, place
by their different financial priorities. Millennials primarily their strong connection to digital culture and a desire to and aspirations. Both generations place a strong emphasis less emphasis on this aspect of financial planning.
utilize Paylater for essential expenses, such as internet and keep up with technological advancements. on preparing an emergency fund, with 65% of respondents
utility bills (57%) and monthly expenses (55%), reflecting identifying it as their top priority. This shared focus Interestingly, 21% of Gen Z are actively pursuing financial
a cautious approach focused on managing day-to-day These generational differences in Paylater usage reflect highlights a collective understanding of the need for literacy education, compared to 17% of Millennials. This
financial responsibilities. Their lower spending on fashion the contrasting financial behaviors of Millennials and Gen financial security, particularly in an uncertain economic suggests that Gen Z is more focused on acquiring financial
(12%) and entertainment (33%) underscores their emphasis Z. While Millennials prioritize covering essential expenses climate. knowledge, likely as a strategy to navigate an increasingly
on stability and necessity. and ensuring financial security, Gen Z focuses more on complex economic environment. Their proactive approach
lifestyle enhancements and staying current with trends. Children’s education savings is another key priority (46%), to financial education indicates a broader trend among
In contrast, Gen Z tends to use Paylater for lifestyle-related For businesses and financial services, understanding these but it reveals a significant generational divide. While 58% younger Indonesians to equip themselves with the tools
purchases, with a significant portion (54%) allocated nuances is crucial for tailoring products and services of Millennials consider this a critical goal, only 33% of Gen needed for future financial independence.
towards travel and entertainment, and 42% on fashion to meet the specific needs of each demographic group Z share the same level of concern. This difference reflects
items. This trend highlights Gen Z’s inclination to enhance effectively. the varying life stages of each generation—Millennials,
their lifestyle, using Paylater to enjoy experiences and many of whom are parents or planning to start families,

51 52
 Navigating Financial Decisions in a New Economy

When it comes to preparing for retirement, health insurance, Geographical differences also play a role in shaping these
and old age security, 31% of Millennials are focused on these financial priorities. Millennials in smaller cities tend to
areas, compared to 29% of Gen Z. This slight difference
suggests that Millennials, being closer to retirement age, are
prioritize traditional goals, such as securing their children’s
future and preparing for retirement, while Gen Z in smaller Building a Strong
Financial Future
more concerned with long-term financial stability, while cities may lean more toward property investment, reflecting
Gen Z, still early in their careers, may not yet prioritize these the influence of local contexts on financial decision-making.
aspects as highly.
Overall, the data highlights the distinct financial priorities
Millennials and Gen Z in Indonesia are
Property and asset preparation remains a consistent priority and strategies of Millennials and Gen Z in Indonesia.
navigating a complex financial landscape,
across both generations, with 27% of respondents from each While there are commonalities, such as the emphasis
characterized by traditional economic
group focusing on this goal, indicating a shared interest in on emergency funds, the generational differences reflect
challenges and emerging threats, such as
tangible investments that secure financial futures. varying life stages, aspirations, and approaches to securing
the rise of online gambling. Despite these
financial stability in an ever-changing economic landscape.
difficulties, both generations have shown
remarkable adaptability, embracing frugal
living and diversifying their income streams
to cope with rising living costs and stagnant
Comparison of Financial Goals Between Gen Z and Millennials Millennials Gen Z
wages. Their resilience underscores a strong
determination to secure a stable financial future.
47%
However, the increasing accessibility
of online gambling presents a
36%
significant risk to their financial
security. Yet, this challenge also
27% offers an opportunity for positive
22% change. By implementing stricter
19%
regulations and enhancing
12% 11% community education, we can
10%
8% empower these generations to make
5% informed decisions and protect
Children’s Education Emergency Fund Property Investment Travel and Life Retirement Planning their financial well-being. Financial
Savings Preparation Experiences institutions play a crucial role in this
effort by providing targeted education
*Multiple-response questionnaires allow the total result to exceed 100%
and resources that not only highlight
the risks but also equip individuals
with the tools to build and sustain
financial health.

Looking ahead, a collaborative approach

that includes government bodies, financial
institutions, community leaders, and
Millennials and Gen Z themselves is vital.
By working together, we can create a more
secure and informed financial environment,
where these generations are not only shielded
from new threats but are also empowered
to thrive. This collective effort will ensure
that Millennials and Gen Z continue to build
financial independence and resilience, paving
the way for a brighter and more secure future.

53 54
 Shaping Education and Careers for a Bright Future

Chapter 3

Education
and Careers
57 How Young Indonesians
See Education Today

62 Carving Out Career Opportunities

in a Changing World

68 Preparing for Tomorrow’s Job Market

with AI and Automation

73 The Government’s Vision

for Indonesia’s Future

74 Guiding Education and Career Paths

for Success

55
 Shaping Education and Careers for a Bright Future

How Young Indonesians See Collaborating to Bridge the Gap Between Education
and Industry
Education Today Preparing Gen Z and future generations for the workforce is a collective responsibility that extends beyond the
classroom. There is a growing expectation for collaboration between the education sector and the corporate world to
For Millennials and Gen Z in Indonesia, the future is a canvas full create a seamless transition from school to work. This partnership is essential in equipping young people with the
of opportunities to address global challenges, embrace diversity, skills, experiences, and mindsets needed to thrive in a rapidly changing job market.
and cultivate creative thinking. These aren’t just aspirational goals;
they are core principles shaping how these generations approach The Emancipated Curriculum embodies this shared responsibility by introducing concepts aligned with the
education and career paths. They seek learning environments that principles of freedom and equality, such as student differentiation, project-based learning, and the development of
challenge their thinking and welcome diverse perspectives, aiming to Pancasila student profiles. These elements ensure that each student is recognized as an individual, allowing teachers
become contributors to a more interconnected world. to tailor their approaches to meet unique needs and make learning more engaging and effective. The curriculum
also encourages students to take control of their learning journeys, fostering self-awareness—a critical skill for their
The introduction of The Emancipated Curriculum (Kurikulum future. Schools thus become environments where students can fully explore and refine their strengths, preparing
Merdeka) as the national curriculum for the 2024/2025 academic them not just for employment but for leadership roles in society.
year is a significant step towards meeting the needs of Gen Z and
future generations. This innovative curriculum moves away from
rigid, one-size-fits-all approaches, focusing instead on content that
is relevant to both global and local challenges. Its flexibility allows Embracing Lifelong
schools to adapt to Indonesia’s diverse cultural contexts, making
education more meaningful and directly applicable to students’ lives.
Learning as Essential
This adaptability positions students not just as learners but as future for Success
leaders equipped to navigate the complexities of the modern world.
Education should never be confined
to the classroom. In today’s rapidly

Understanding the Long-Term Impact changing world, lifelong learning is

more essential than ever. As industries
of The Emancipated Curriculum evolve and new challenges arise, young
people need to continuously develop
new skills and adapt to change, whether
The Emancipated Curriculum is set to make a profound
through formal education or practical
impact on Indonesia’s educational landscape. By “The Emancipated Curriculum is experiences. Lifelong learning goes
emphasizing essential knowledge and relevant
designed to prepare Indonesian students beyond acquiring technical expertise;
skills, this curriculum goes beyond merely preparing
to face various challenges, including it encompasses the development of
students for exams; it equips them for life. Its adaptable
framework ensures that education remains inclusive
environmental, economic, scientific, and empathy, critical thinking, and other

and reflective of Indonesia’s diverse society, focusing sociocultural changes. By focusing on more soft skills that empower individuals
relevant and essential learning materials, to navigate modern complexities with
on developing critical thinkers, problem solvers,
the Emancipated Curriculum encourages creativity and compassion.
and innovators. By incorporating real-world work
experiences and mentorship, The Emancipated students to enjoy the learning process,
Curriculum bridges the gap between classroom contextualize the knowledge obtained at
learning and workforce readiness, aiming to produce school, and unleash their potentials”
graduates who are not only knowledgeable but also
innovative and adaptable—key qualities in today’s
rapidly changing job market. “The Emancipated Curriculum is inspired by the
educational philosophy of Ki Hajar Dewantara, the Father
While Gen Z remains hopeful about their future, many of Education. His principles, ‘Ing ngarso sung tulodo, ing
share concerns that their education might not fully madyo mangun karso, tut wuri handayani’ – meaning
equip them for the challenges ahead, particularly in ‘Lead by example in front, build collective strength in
terms of practical skills and real-world applications.
the middle, and provide support from behind’ – form the
However, The Emancipated Curriculum’s commitment
— Iwan Syahril
core of our educational system. The phrase ‘Tut wuri
to continuous improvement offers a promising
solution, ensuring that students are better prepared to
— Nadiem Anwar Makarim Director General of Early Childhood handayani,’ which also features in our Ministry’s logo,
Minister of Education, Culture, Education, Primary Education, and embodies the ultimate aim of our learning process”
navigate an ever-evolving world.
Research, and Technology Secondary Education

57 58
 Shaping Education and Careers for a Bright Future

Building Critical Thinking and Digital Literacy Prioritizing Mental Health Education in Schools
Skills for the Future

53%
When asked about the importance of mental health
education in schools, 53% of respondents highlighted its
Millennials and Gen Z in Indonesia place significant Importance of Critical Thinking and Digital necessity. Millennials and Gen Z strongly advocate for
importance on critical thinking and digital literacy, Literacy Among Millennials and Gen Z early intervention as a crucial strategy for preventing
recognizing these skills as essential for success
in the modern world. According to the data, 46% 46% 45% 33% 32% 26% of Millennials & Gen Z mental health issues. The widespread support for
mandatory mental health education reflects a generational
of respondents believe that critical thinking helps support the inclusion of mental push for programs that equip young people with the
them analyze information and think innovatively, health education and awareness in tools to manage stress, recognize issues, and seek help.
while 45% feel it aids in solving problems and school curriculums By fostering a more supportive environment through
building better strategies at work. Digital literacy education, Indonesia can promote overall well-being from
is also crucial for expressing creative ideas (33%) a young age, reducing stigma and ensuring that mental
Perception of Mental Health Importance
and drawing conclusions from data (32%). However, health is treated with the importance it deserves.
there is a notable divide, with 26% of Millennials
Compared to Physical Health
not considering critical thinking and digital literacy Helps Analyze Helps Solve Helps Helps in Drawing Millennials Promoting mental health as equally important as physical
very important. This may reflect varying levels of Information Problems and Express Conclusions Don’t Consider 63%
57% health is a key priority for 57% of Millennials respondents
and Think Build Better Creative from a It Very
digital integration in their lives and careers, with Innovatively Strategies Ideas Hypothesis Important and 63% of Gen Z respondents. This reflects a generational
some still navigating the transition from traditional shift in attitudes towards mental health, where younger
to digital-centric work environments. *Multiple-response questionnaires allow the total result to exceed 100% people increasingly view mental well-being as integral
to overall health. Integrating this into government-led
campaigns can help further raise awareness and reduce
stigma, making it clear that mental health should be
Exploring Non-Formal Education and Its Growing Appeal treated with the same level of importance as physical
Millennials Gen Z
health in both policy and practice.
Top 4 Opinions on Non-Formal Education Among Millennials and Gen Z

75% 72% 68% 61% As the demand for

continuous learning
grows, so does the
interest in non-formal
education, particularly
among Millennials and
Gen Z. Young people are
increasingly recognizing
Motivated to Develop Choose for a Faster Appreciate Time and Pursue Personal the value of alternative
Specific New Skills Learning Process Location Flexibility Hobbies and Interests
learning opportunities
that complement
*Multiple-response questionnaires allow the total result to exceed 100% traditional education.

Among the key motivations, 75% of

respondents are driven by the desire to develop
specific new skills, while 72% are attracted to
the faster learning process that non-formal
education provides. The flexibility of time and
location, appreciated by 68%, allows learners to
balance education with their busy schedules.
Additionally, 61% pursue non-formal education
to explore personal hobbies and passions.
These figures underscore the growing appeal
of non-formal education as a complementary
option to traditional learning, particularly
for those seeking to enhance their skills and
knowledge in a flexible, efficient manner.

59 60
 Shaping Education and Careers for a Bright Future

Millennials and Gen Z in Indonesia are playing Promotion of Self-Love for Stress Management and surrounding it. The Healthy School Movement is working to change this by running educational campaigns that directly
an increasingly proactive role in promoting Mental Health Improvement in Big Cities confront these cultural barriers. The goal is to normalize conversations about mental health, making it a topic that
mental health awareness. Around 25% of students can discuss openly and without fear.
respondents are actively engaged in initiatives
that highlight the importance of mental health, 29% Recognizing that mental health awareness varies widely across different regions and social groups in Indonesia, the
with 29% of Gen Z and 21% of Millennials 21% movement’s initiatives are tailored to fit local contexts. In areas where stigma is particularly strong, these campaigns are
in major cities particularly focused on the even more critical. The aim is to create school environments where students feel safe to share their experiences, receive
concept of self-love. This active participation the support they need, and offer support to one another.
underscores a broader generational
commitment to destigmatizing mental health By making mental health a central focus of the Healthy School Movement, Indonesia is adopting a holistic approach to
issues and advocating for self-care as a student well-being. It’s not just about keeping students physically healthy; it’s about ensuring they are mentally resilient
fundamental aspect of overall well-being. Millennials Gen Z as well. The goal is to equip students with the tools and support necessary to effectively manage their mental health,
setting them up for a healthier, more resilient future.

22%
of Millennials & Gen Z
Additionally, 22% of respondents are involved in campaigns that raise
awareness about the complex interplay between social, political,
and economic factors on mental health. This involvement highlights
Carving Out Career Opportunities
in a Changing World
the need for government-supported initiatives that align with these
participate in campaigns grassroots efforts, helping to amplify the message and extend its
reach. The collective actions of Millennials and Gen Z demonstrate a As Millennials and Gen Z enter the workforce in Indonesia, their approach to careers reflects a deep understanding of
that highlight the complex
clear demand for comprehensive mental health campaigns that not the need for balance, growth, and fulfillment. These generations differ distinctly from their predecessors—they prioritize
relationship between social,
only raise awareness but also provide practical solutions for managing work-life balance, value supportive work environments, and seek opportunities for growth and development. This chapter
political, and economic factors
stress and enhancing overall well-being. explores the key factors shaping their career choices, the significance of a comfortable work environment, and how they
affecting mental health perceive the role of higher education in their professional success.

Maintaining Well-being with the

Gerakan Sekolah Sehat Initiative
Indonesia’s Gerakan Sekolah Sehat (Healthy School
Movement) is a comprehensive initiative aimed at
improving both the physical and mental health of
students. The movement focuses on practical, everyday
actions—such as staying hydrated and incorporating
quick stretches between classes—to help students
build healthier habits. These seemingly small steps
are designed to collectively create a healthier school
environment overall.

Nutrition is a key component of this movement,

addressing the widespread issues of both undernutrition
and overnutrition among students in Indonesia, which
can significantly impact their physical and mental
well-being. The Healthy School Movement promotes
affordable, nutritious foods like eggs, which are accessible
and rich in the protein that students need. Better nutrition
leads to improved focus and energy in the classroom,
making it an integral part of the movement’s strategy.

However, mental health presents a more complex

challenge. In many parts of Indonesia, mental health
remains a taboo subject, with significant stigma

61 62
 Shaping Education and Careers for a Bright Future

The Crucial Role of Higher Education in Career Balancing Financial Goals and Personal Fulfillment
Development Top 3 Millennials and Gen Z Priorities For Millennials and Gen Z, balancing financial goals with
in Work and Life personal fulfillment is critical. A significant portion of
Higher education remains a critical element in the career respondents—26%—prioritize aligning their careers with
trajectories of Millennials and Gen Z in Indonesia. For family life, reflecting a move away from the traditional
many, it serves as a vital stepping stone in their career 26% career-first mindset. Instead, they see success as integrating
paths. According to the data, 63% of respondents believe
21% work with personal well-being and relationships.
that obtaining a university degree significantly improves
their chances of securing a job, with this belief being 15% Furthermore, 21% of respondents focus on finding careers
particularly strong among Gen Z (65%). This perception that are not just about financial gain but also personally
is rooted in the idea that higher education provides the rewarding. They seek roles that resonate with their values
essential knowledge and skills necessary to compete in and passions, striving for professional and personal growth
the global workforce. Work-Life Balance Fullfillment in Work and Flexibility at Work in tandem.
Personal Care Priorities

*Multiple-response questionnaires allow the total result to exceed 100% Flexibility remains a crucial factor, with 15% preferring jobs
The Role of Higher Education in Career Success Moreover, 59% of respondents feel that a that offer flexible hours and remote work options. Recent
university degree equips them to compete shifts toward more on-site work have had mixed results—
63% 59% 58% 57% 55% effectively on a global scale, particularly in terms some employees report better engagement and routines,
of knowledge and skills. This confidence in while others face increased stress and lower productivity.
their educational background enables them to Nonetheless, the desire for flexibility drives the rise of non-
pursue career opportunities requiring specialized traditional employment models like part-time roles, job-
expertise, positioning themselves as valuable sharing, and side gigs.
assets in the global workforce. The potential
for higher income (58%) and the perception of Ultimately, work-life balance is the top priority for
stronger job stability (57%) further reinforce the Millennials and Gen Z, influencing their choice of
importance of higher education in securing a employers and how they admire their peers. Their demand
stable and prosperous career. Interestingly, 55% of for flexibility and balance is reshaping the definition of
Increase Job Enables Leads to Contributes Increases
Oppurtunities Global Greater to Job Social Status respondents, especially those in big cities, view work, prioritizing a harmonious blend of professional and
Workforce Income Stability higher education as a means to increase social
Competition
personal life.
status, reflecting the societal value placed on
*Multiple-response questionnaires allow the total result to exceed 100% educational attainment.

Creating Workplaces That Support Growth

Opinions Toward Non-Formal
People Opinion’s Towards Education and Innovation
Non-Formal Education
Millennials and Gen Z place a strong emphasis on Key Factors for a Comfortable
3.72 3.67 3.62 3.38 3.19 growth and development in the workplace, with 58%
Statement Mean Score Work Environment
3.5 of respondents prioritizing opportunities to learn and
Online courses or certifications are more affordable
than formal education 3.62 3.0 advance. They seek environments that offer continuous
58% 54% 49% 48% 48%
progress and avoid the stagnation of remaining in the
2.5
Online courses or certifications have flexibility in time same role. Equally important is the need for support—54%
and location compared to formal education 3.72 2.0 value supportive coworkers, and 48% emphasize the
The quality of the material from an online course or 1.5 importance of a supportive boss. These generations thrive
certification is more relevant to industry needs than 3.38 in collaborative settings where teamwork, mentorship,
formal education 1.0
and mutual support are prevalent.
The learning process from online courses or certification 0.5
is faster than formal education 3.67 Compensation and flexibility are also key priorities.
0.0
If I had to chooose, I would prefer to take an online course Flexibility Faster Affordable Relevant Prefer Nearly half of the respondents stress the importance of
or certification rather than attend a university education 3.19 in Time Learning than to Online wages that align with their skills, while 48% value flexible
and Process Formal Industry over Opportunity Supportive Wages Flexible Supportive
Location Education Needs University working hours that allow them to balance professional
to Grow Coworkers Align with Working Boss
These findings show that people find online courses highly beneficial and personal lives. For Millennials and Gen Z, work is Competence Hours
due to their affordability, flexibility, relevancy, and faster learning process. *Mean Score (5-Point Scale) not just about earning a paycheck—they seek roles that and Position
However, people still demonstrate a strong preference
for formal education (university) over non-formal education.
*Multiple-response questionnaires allow the total result respect their time and offer autonomy. *Multiple-response questionnaires allow the total result to exceed 100%
to exceed 100%

63 64
 Shaping Education and Careers for a Bright Future

Job-Related Stress Causing Anxiety

Adapting to Office Life and Its Impact on Engagement
However, significant stressors still impact their
workplace experience, particularly concerning
mental health. Recent economic uncertainty is
44% the most prominent source of anxiety, as cited by The return to office policy has further highlighted these overall job satisfaction. Both groups also recognize the
44% of respondents. Work pressure also plays a preferences. Data shows that 28% of Millennials and 26% value of increased collaboration and social interaction,
considerable role, impacting 24% of individuals, of Gen Z feel more engaged and connected with their with 24% of Gen Z and Millennials noting these benefits.
24% 22% while 22% struggle with the difficulty of finding colleagues when working from the office, reflecting Furthermore, 23% of Millennials and 21% of Gen Z
work post-COVID-19. These findings highlight an enhanced sense of belonging and community. prefer face-to-face communication, underscoring their
the critical need for employers to create a Additionally, 27% of Millennials and 25% of Gen Z appreciation for direct, personal interaction in their
healthier, more supportive work environment appreciate the improved routine and structure that office professional environments.
Recent Economic Work Pressure Difficult to find Work
Uncertainty Post COVID-19 that addresses these concerns and empowers work provides, contributing to their productivity and

*Multiple-response questionnaires allow the total result to exceed 100% Millennials and Gen Z to thrive.

Positive Impact of the Return to Office Policy

Finding Meaning and Fulfillment in the Workplace Millennials Gen Z While purpose and a supportive
28%
26% 27% work environment are critical to
25%

75%
A sense of purpose is essential for job satisfaction 24% 24% 23% job satisfaction for Millennials
and well-being, particularly for Millennials and Gen 21% and Gen Z, the return to office
Z. These generations are increasingly discerning, policy demonstrates how physical
often rejecting positions or employers that do not work settings can complement
align with their values. When employers actively these factors. Employers who
listen and respond to this feedback, they often of Millennials and Gen Z integrate a sense of purpose
see increased loyalty and engagement. For many, with supportive, flexible work
consider having a sense of purpose
purpose transcends mere job functions—it involves environments are likely to see
in their job to be very important for More Engaged and Better Routine and Increased Prefer Face-to-Face
contributing to an organization with a mission that Connected with Structure at Work Collaborations and Communication enhanced engagement and
their job satisfaction and well-being Colleagues Social Interactions
extends beyond profit and positively impacts society. loyalty, creating a more fulfilled
Indeed, 75% of Millennials and Gen Z prioritize a and committed workforce.
*Multiple-response questionnaires allow the total result to exceed 100%
company’s community engagement and societal
impact when considering where to work. However,
despite positive sentiments toward their current
employers, there is a notable skepticism about the
broader business world’s impact on society, with less
The Rise of Side Hustles When Salaries Fall Short
than half believing that businesses are making a
In today’s tough economic climate, Millennials and Gen time work can lead to burnout and stress. Despite these
significant positive difference.
Z are increasingly turning their hobbies into side hustles challenges, this generation is redefining what success
to gain financial independence and personal satisfaction. looks like—focusing more on well-being and embracing a
In addition to purpose, these generations place a
With the cost of living rising and traditional salaries lifestyle that rejects the traditional hustle mentality. Their
high value on a supportive work environment. They
often falling short, these side ventures have become approach to earning reflects a blend of practicality and
are driven by growth opportunities, seeking roles
essential. They not only help cover daily expenses and passion, showing their adaptability in a rapidly changing
that offer continuous learning and advancement.
build new skills but also offer a sense of independence and economic landscape.
Stagnation is a major concern; they prefer dynamic
security. However, balancing these extra jobs with full-
careers where they can keep progressing. A strong
support system from coworkers and supervisors
is also crucial. Millennials and Gen Z thrive in Financial Adjustments Strategies for Income Growth
environments where teamwork and mentorship in Response to Rising Living Costs in a Challenging Economy
are prevalent, and they perform best when they
feel supported by their peers and leaders. Fair pay
57%
and flexibility complete their top priorities—these
48% 50%
generations seek more than just a paycheck; they
43%
want fair compensation and the ability to balance
work with personal life. Employers who can offer
growth, support, competitive pay, flexibility, and a
sense of purpose are better positioned to attract and
retain these employees, fostering a loyal and engaged
workforce. Millennials Gen Z Millennials Gen Z

65 66
 Shaping Education and Careers for a Bright Future

Testimonials from Millennials Testimonials from Gen Z Preparing for Tomorrow’s Job
Lia, 29, Bandung:
“As a marketing professional, I always felt that
Rizky, 22, Bandung:
“My regular job barely covers my basic needs, so I
Market with AI and Automation
my 9-to-5 job wasn’t fully utilizing my creativity. I began exploring other ways to earn extra income. I
Gen Z and Millennials in Indonesia are navigating a landscape of both uncertainty and excitement as AI and
started a photography business on the side, which started selling handmade crafts on social media and
automation reshape their careers. AI is not only transforming existing job roles but also creating entirely new ones
not only brought in extra income but also allowed joined a few gig economy platforms like ride-sharing
that require fresh skills. Frequent users of GenAI at work are optimistic, seeing it as a tool to boost productivity, free up
me to pursue my passion. Balancing this with my and food delivery services. It’s a lot of work juggling
time, and improve work-life balance. However, this familiarity also raises concerns about potential downsides, such as
day job can be exhausting, but the satisfaction these side hustles with my day job, but the additional
job loss due to automation and the challenges younger generations might face in entering the workforce. In response,
of seeing my work appreciated—and paid for—is cash flow helps me manage unexpected expenses and
Millennials and Gen Z are proactively focusing on reskilling and seeking job opportunities that are less vulnerable to
incredibly rewarding. It’s been a journey of self- save for future goals. It’s a bit hectic, but it’s worth it to
automation, recognizing that staying ahead of the curve is essential to thriving in an evolving job market.
discovery and financial independence.” have a bit of financial breathing room.”

Nia, 28, Yogyakarta: Dito, 23, Jakarta:

“After working in the corporate world for a few “I’ve always been passionate about gaming, and what
years, I felt stuck and unfulfilled. I decided to start a started as a hobby turned into a career opportunity
blog about healthy living, which turned into a side I never expected. After investing a lot of time into
business. I now make money through sponsored improving my skills, I began participating in local
posts and affiliate marketing. It’s been a lot of work, esports tournaments and streaming my gameplay
especially keeping up with my full-time job, but it’s online. To my surprise, I started earning money
given me a sense of purpose and financial freedom from a few sponsorships, tournament prizes, and
that I didn’t have before.” viewer donations. It’s incredible to make a living
doing something I love, and it’s given me a sense of
financial freedom and fulfillment. It’s not without its
challenges—there’s a lot of competition and pressure—
but it’s worth it to turn my passion into a profession.”

An increasing number of young workers are turning

to side hustles to boost their income, build skills, and
“At Agate, we’re committed to turning hobbies into
viable careers. Our initiatives, like the Agate Game
Embracing AI and Emerging Technologies
express creativity, often through online tutorials, Course, have prepared over 2,000 students and with Openness
products, and services on social media. Gen Z, having teachers for careers in game development. Our
grown up with digital tools, is particularly adept at recent designation as an Unreal Training Center
generating income this way. Events like the 2008
underscores our dedication to nurturing local AI Tech Platform Usage: Data on AI tech platform usage reveals a clear generational divide
talent and creating opportunities for Indonesians Millennials vs Gen Z between Millennials and Gen Z in their engagement with AI technologies
financial crisis and the pandemic shutdowns have
to transform their passions into professions” such as virtual assistants, ChatGPT, and Grammarly. The findings show
shaped their views on economic security, highlighting Never Used Used that 52% of Gen Z respondents have used AI tech platforms, a significantly
the need for multiple income streams. While older
higher percentage than the 37% of Millennials who have done the same.
generations might see young workers as overly focused
37% 52% This suggests that Gen Z is more comfortable and proactive in integrating
on social media fame, many Gen Zers have learned to
AI tools into their daily routines, reflecting a stronger inclination towards
monetize their hobbies, bringing unique personalities to
using technology for efficiency and productivity.
their work and redefining traditional career paths.

In contrast, 63% of Millennials report never having used AI tech

As more young people embrace side hustles, businesses 63%
— Shieny Aprilia, Co-Founder & CEO of Agate platforms, compared to 48% of Gen Z. This disparity indicates that
in the tech sector play a crucial role in supporting these
Millennials may be more cautious or less inclined to adopt new AI tools,
efforts by providing platforms, tools, and resources to 48%
possibly due to concerns over privacy, job security, or a preference for
help side hustlers thrive. For example, Shieny Aprilia, By supporting this shift toward diversified income
traditional methods. With overall AI usage across both generations at
Co-Founder & CEO of Agate, one of the most established streams, companies like Agate help create a more
45%, it is evident that while a substantial portion of the population is
game development company in Indonesia, emphasizes inclusive and resilient economy where passion and
open to AI, the majority (55%) remains hesitant or unfamiliar, particularly
the importance of skill-building in turning hobbies into profession blend seamlessly, allowing the next generation
among Millennials. This underscores the need for targeted efforts to build
viable careers. to thrive in a rapidly changing economic landscape.
Millennials Gen Z trust and educate users on the benefits of AI.

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 Shaping Education and Careers for a Bright Future

The data highlights a comparison between Openess to Changes in Work: Millennials vs Gen Z
Gen Z and Millennials in terms of their Meeting Consumer Expectations for Data Security
Millennials Gen Z
openness to changes in the workplace across
several factors. Gen Z exhibits a slightly
4.0 in an AI World
3.93 3.99
3.74 3.87 3.5
higher openness in most areas, particularly 3.58 3.53
in adopting AI technology and preferring jobs
3.48 3.40 3.0 Government Expectations for Consumer Corporate Expectations for Consumer
with real social impact. They also display a Data Security Data Security
2.5
stronger inclination toward entrepreneurship,
2.0
with a higher average score of 3.99 compared
to 3.93 for Millennials. Additionally, Gen Z 1.5 47% 46%
44%
places greater value on stable and fixed work 1.0
42% 40% 39%
rhythms, indicating their desire for both 0.5
innovation and stability in their professional
0.0
lives. This suggests that while both Oppurtunity Stable and Fixed Real Social Adopting AI Tech
generations are adaptable to change, Gen Z to Build Own Work Rhythm Impact Jobs in Workplace
Business Jobs (NGO Company)
may be slightly more proactive in embracing
(Entrepreneur)
new opportunities and technologies. Makes Policies for Imposes Sanctions for Prevents Future Ensure Data Educate Consumers on Have a Team for
*Mean Score (5 Scale) *Multiple-response questionnaires
Data Protection Data Misuse Data Leaks Security and No Data Security Data Security
allow the total result to exceed 100% Third-Party Sharing

*Multiple-response questionnaires allow the total result *Multiple-response questionnaires allow the total result

Navigating Innovation and Security in the Age of AI

to exceed 100% to exceed 100%

66%
The data highlights a strong and optimistic push for
Top Concerns Regarding AI Usage better consumer data protection, reflecting a growing
awareness and determination among Indonesians
63% 51% 41% 39% 32% to safeguard their personal information. With 47% of
of Millennials and Gen Z
respondents calling for clear policies and regulations
from the government, there is a clear expectation that States that, ideally, they would
authorities will take proactive steps to protect consumer pursue civil legal action in the event
data. The desire for serious sanctions against any of privacy data breaches
misuse, supported by 44% of those surveyed, shows
Data Privacy and Job Losses Replaced by Manipulating Public Bias in Decision Making Discrimination in the
that people are ready to hold both corporations and
Security Leaks AI Automation Opinion and Behavior Use of AI
(Hoax) the government accountable, ensuring that trust is
maintained in a rapidly digitizing world. Although
*Multiple-response questionnaires allow the total result to exceed 100% 42% of respondents express concern about preventing
data leaks, this also presents an opportunity for the
government to build a robust, secure environment that
reassures the public.
Security Risks to Personal Information One of the biggest barriers to AI adoption is widespread
on Digital Platforms concern over security. A significant 63% of respondents On the corporate side, the data reveals a strong demand
express worries about data privacy and security for companies to play a more active role in protecting
breaches, with Millennials being particularly anxious. consumer data. With 46% of respondents expecting
A Little Moreover, 51% fear that AI could lead to job losses due
Worried Neutral secure handling of identity data and 40% advocating for
to automation, reflecting broader apprehensions about ongoing consumer education on data security, there is
Not 10% 34%
Worried 2% AI’s impact on employment. a clear call for businesses to not only protect but also
empower their customers. The expectation for dedicated
These concerns are not limited to AI; they also extend data security teams, as expressed by 39% of respondents,
to the general handling of personal information on indicates that consumers are looking for companies
16% digital platforms. For instance, 38% of respondents to take concrete, visible steps to prioritize their safety.
Very
Worried are “very worried” about the security risks associated The fact that 66% would seek legal action in the event
with their personal information online, particularly of a breach underscores the seriousness with which
38% Millennials. This sense of vulnerability naturally leads consumers view these issues. While challenges remain,
Quite Worried to a more cautious approach toward AI technology. this data reflects a powerful shift towards greater
security and transparency, laying the groundwork for a
more secure and trusted digital future in Indonesia.

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 Shaping Education and Careers for a Bright Future

Exploring AI’s Role in Job Displacement and New Predicting AI’s Impact on the Future Workforce
Opportunities Perception on Workforce Entry Challenges Due to AI

Despite the anxiety surrounding AI, it also Millennials Gen Z

offers significant opportunities, particularly
in creating new jobs that require specialized 73%
63% 67%
expertise. While AI might displace an 60%
52%
estimated 83 million jobs, it is also expected 43%
to generate 69 million new roles, particularly
in fields like AI development, data science,
automation management, and cybersecurity.
This highlights the need for Millennials and Frequent AI Users Occasional Non-AI Users
AI Users
Gen Z to upskill and remain competitive in
an AI-driven job market. *Multiple-response questionnaires allow the total result to exceed 100%

The chart, focusing on Workforce Entry Challenges Due to AI, clearly shows a generational divide between Millennials
and Gen Z, with Gen Z exhibiting more concern. Among frequent AI users, 73% of Gen Z believe that younger generations
Understanding How Millennials and Gen Z Embrace AI will struggle more to enter the workforce due to AI, compared to 63% of Millennials. This concern persists even among
occasional AI users, with 67% of Gen Z and 60% of Millennials sharing the same worry. The lower percentages among non-
Overall, the data indicates that both Gen Z and Millennial employees in Indonesia are generally optimistic about the users, particularly Gen Z at 43%, suggest that those less exposed to AI are less likely to anticipate its potential disruptions in
potential benefits of AI in the workplace. They see AI not only as a means to enhance efficiency but also as a tool that the job market.
can contribute to a healthier balance between work and life. However, while the percentages are high, there is still a
portion of these generations who may be cautious or uncertain about AI’s impact, highlighting the need for ongoing
education and adaptation as AI technologies continue to evolve in the workplace. Navigating Job Security in the Age of AI Automation
Concerns About Job Vulnerability to Automation Due to AI

Perception of AI Among Indonesian Employees Millennials Gen Z Millennials Gen Z

Believe AI will Free up Time and Improve Work / Life Balance Believe AI will Improve the Way They Work 69%
68% 67%

50% 52% 50%

72% 77% 70% 75%

Frequent AI Users Occasional Non-AI Users
AI Users

*Multiple-response questionnaires allow the total result to exceed 100%

*Multiple-response questionnaires allow the total result to exceed 100%

The chart on Job Vulnerability to Automation reinforces the idea that Gen Z is more worried about AI’s impact on the job
market than Millennials. Among frequent AI users, 68% of Gen Z feel the need to look for jobs less susceptible to automation,
while only 50% of Millennials express similar concerns. The gap remains among occasional AI users, where 69% of Gen
Employers who acknowledge these perceptions and Z and 52% of Millennials are seeking more secure job options. Even among non-users, more than two-thirds of Gen Z
actively incorporate AI in ways that align with these respondents still feel the need to avoid automation-prone roles, signaling a stronger awareness of the risks posed by AI
positive expectations may find greater engagement among this younger generation.
and satisfaction among their younger employees.
Additionally, by addressing any concerns and providing These trends suggest that Gen Z, particularly those more engaged with AI, feel a greater sense of urgency about its potential
adequate training, employers can ensure that the to reshape the job market. While Millennials are also concerned, their levels of anxiety are generally lower, especially
transition to AI-enhanced work environments is among non-users of AI. This could be because Gen Z, being more digitally immersed, is more aware of AI’s capabilities and
smooth and beneficial for all. potential threats. On the other hand, Millennials, having already established their careers to some extent, might feel less
threatened by these changes.

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 Shaping Education and Careers for a Bright Future

The Indonesian government is taking these concerns seriously as part of its Golden Indonesia 2045 vision. At the Google
AI for Golden Indonesia event in Central Jakarta on June 3, 2024, Minister of Communications and Informatics, Budi Arie
Setiadi, emphasized the country’s progress. He noted that Indonesia now ranks fourth in AI integration readiness for public
services and projected that AI could add USD 366 billion to the GDP by 2030.

Despite worries about job displacement, Minister Budi Arie remains optimistic. He predicts that AI and machine learning
advancements will create 69 million new jobs. He also stressed the importance of critical thinking skills and digital literacy,
urging sectors to ramp up skill training, online learning, workshops, and collaborations between education and industry.
“Technological literacy is increasingly crucial, reflecting the shift in skills and jobs over the next five years,” he added.

Adapting to Change and Building a Workforce

Ready for the Future
While Gen Z shows a greater openness to change,
particularly in entrepreneurship and AI, both Millennials
and Gen Z share significant concerns, especially around
data security and job stability. Addressing these issues
through targeted government policies and proactive
corporate measures will be crucial in building trust and
engagement with AI technology as Indonesia advances
Developing Strategies for AI Integration in the Workplace toward its Golden 2045 vision.

Key Areas to Address Consumer To tackle consumer concerns about AI, clear communication is the

Guiding Education
Concerns About AI top priority, with 56% of respondents emphasizing its importance.
Following this, 52% stress the need to build security trust, showing
56% 52% 44% 43% that consumers are highly conscious of data protection. Education
on AI benefits is also critical, highlighted by 44% of respondents,
suggesting that a better understanding of AI’s advantages could
help alleviate skepticism. Additionally, 43% point to the importance
and Career Paths for Success
of showcasing AI’s positive impact. Indonesia’s educational landscape is experiencing a Despite the optimism surrounding these educational
Clear Build Education Highlight profound transformation, with Millennials and Gen Z reforms, concerns remain about whether current
Communication Security on AI Positive
Trust Benefits Impact These percentages indicate a multi-pronged approach is leading the charge. The introduction of The Emancipated systems adequately prepare students for the future. Many
needed to build trust, as respondents identified several areas for Curriculum signifies a shift from traditional, rigid Millennials and Gen Z feel that more practical skills
*Multiple-response questionnaires allow the total result
to exceed 100% improvement. educational methods to a more flexible, relevant, and and hands-on experiences are needed to bridge the gap
inclusive curriculum that reflects Indonesia’s diverse between education and real-world applications. However,
cultural contexts. This new approach is designed to equip their pursuit of higher education continues to be seen as a
students not just with essential knowledge but with the vital stepping stone for career success and social mobility.

The Government’s Vision critical thinking and adaptability needed to thrive in a

rapidly evolving world. As these generations prepare
At the same time, the rise of side hustles highlights
a broader shift towards financial independence and

for Indonesia’s Future

to take on leadership roles, the emphasis on real-world aligning work with personal passions, reflecting these
applications and lifelong learning ensures they are well- generations’ adaptability and resilience in navigating
prepared for the complexities of the modern workforce. today’s economic realities.

“AI is not just a tool; it’s a As AI and automation continue to reshape Indonesia’s
job market, the importance of a balanced approach to
catalyst for our nation’s
technological adoption becomes increasingly evident.
future. By integrating AI
While there are concerns about job displacement, the
into public services, we potential for new opportunities in emerging fields is
are not only streamlining significant. By focusing on a blend of technical and soft
operations but also setting skills, supported by strong government and corporate
the stage for economic initiatives, Indonesia’s youth can harness these
— Budi Arie Setiadi
growth that will uplift Minister of
advancements to their advantage. The path forward
Indonesia towards our Communications and
lies in embracing these changes, ensuring that the next
Golden 2045 vision” Informatics generation is not only prepared for today’s challenges but
also poised to lead in the world of tomorrow.

73 74
 Prioritizing Mental Health in a Fast-Paced World

Chapter 4

Mental
Health and
Wellbeing
77 How Global Events Impact Mental Well-Being

78 Connecting Mindfully in a Digital Age

82 Changing Views on Survivors of Sexual Violence

84 Government Efforts on Mental Health

86 The Power of Mental Health Campaigns

86 Reducing Stigma Around Mental Health

87 Tackling Mental Health Issues at the Core

88 Creating a Brighter Future for Mental Health

75
 Prioritizing Mental Health in a Fast-Paced World

How Global Events Connecting Mindfully

Impact Mental Well-Being in a Digital Age
Millennials and Gen Z are often dubbed “the anxious generation,” grappling In Indonesia, where social media is deeply ingrained
with an array of intense challenges including global crises, economic in daily life, Millennials and Gen Z are increasingly
instability, and environmental concerns—all of which heavily impact their embracing digital detox movements. They are becoming
mental health. Over half (55%) of respondents cite economic instability as more aware of the negative effects of excessive screen
a major source of anxiety, underscoring the necessity for a holistic mental time, such as digital fatigue, anxiety, and burnout.
health approach that addresses these broader global and social issues. Rather than abandoning technology altogether, they
seek a healthier balance. Many are experimenting with
Factors Contributing to Stress “Unplugged Sundays” or attending retreats to disconnect
from their devices. This shift is about reclaiming control
55% 44% 31% 28% 24% 22% over their time and mental health, potentially altering
how they engage with both digital and traditional media,
pushing for a more thoughtful and selective approach.

Managing Anxiety Amid the Challenges

Economic Recent Social Climate Work It’s Difficult to
Instability Economic Injustice Change Pressure Find Work After

of Cancel Culture
Uncertainty the COVID 19
Pandemic

*Multiple-response questionnaires allow the total result to exceed 100%

How Gen Z and Millennials Handle Online Threats Millennials and Gen Z are navigating the complexities
of online spaces with a blend of caution and savvy.
Confronted with potential conflict and threats, over
56% half choose to avoid heated topics altogether, aware
In Indonesia, Millennials and Gen Z are increasingly support highlights how these generations are adopting a 51% 51% of the emotional toll of digital confrontations. At
conscious of the mental strain caused by their always-on holistic approach to managing their mental health. the same time, they are not merely passive; 51% are
digital lives, constantly inundated with news, social media, actively setting stricter privacy controls to protect
and endless online content. Unlike previous generations, Mindfulness has transcended its religious roots, becoming their personal lives from prying eyes. Many also use
they are more transparent about these struggles, actively a mainstream lifestyle practice that helps people achieve block and mute functions to silence those who cross
seeking support and prioritizing mental health. This shift mental clarity, reduce stress, and enhance overall well- boundaries, creating a safer digital environment on
signals the need for brands, governments, and communities being. Bhante Dhirapuñño’s teachings emphasize that our their terms. This reflects a generation that is both
Avoid Conflict Topics Block or Mute Stricter Privacy
to adopt more comprehensive wellness strategies that go minds shape our reality, and meditation is a way to deeply Threatening Users Settings aware of the risks and empowered to take control of
beyond fitness and diet. As stress levels rise, many are connect with oneself. Whether spiritual or not, the benefits *Multiple-response questionnaires allow the total result to exceed 100% their online interactions.
turning to professional help, self-care, physical exercise, of meditation are universal, offering peace and balance in
and creative outlets to cope. daily life.
Finding Ways to Disconnect
Mindfulness practices, especially Vipassana meditation,
are gaining traction as a way to escape the chaos and focus
“Meditation is far more than a relaxation technique; it’s
a profound practice that combines deep self-reflection
in an Always-Connected World
on the present—a much-needed relief for a generation with the wisdom it nurtures. The Buddha taught that
overwhelmed by modern pressures. Meditation retreats,
As Millennials and Gen Z continue to scroll through endless Millennials and Gen Z: Struggle to
meditation is a vital path for anyone seeking freedom
streams of distressing content, they find themselves Disconnect vs Trying to Reduce Screen Time
such as those at the Vipassana International Academy in from suffering, and its power to change lives is available
trapped in a cycle of doomscrolling that intensifies their
Jakarta or Dhamma Java in Central Java, are becoming to everyone, no matter their beliefs”
anxiety and fosters a pervasive sense of helplessness. The Millennials Gen Z
increasingly popular for this reason. 70%
struggle to disconnect from the world’s problems, magnified
63%
by their digital presence, becomes a significant mental
For nearly half of Millennials and Gen Z, self-care routines,
health challenge. Continuous exposure to negative news
regular physical activity, and creative pursuits are key
creates a feedback loop that is difficult to break, leaving 37%
stress-management tools, particularly in urban areas.
individuals feeling compelled to stay informed while 30%
Creative outlets, embraced by 35%, provide a meaningful
becoming increasingly overwhelmed by what they see.
way to express emotions and find relief, with Gen Z showing
The mental health toll of this cycle is profound, leading to
a stronger preference for them compared to Millennials.
a persistent state of stress that is hard to alleviate without Struggle to Disconnect Trying to Reduce Screen
This focus on mindfulness, creativity, and community — Bhante Dhirapuñño, a respected Buddhist Monk
conscious efforts to unplug and find balance. Time

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 Prioritizing Mental Health in a Fast-Paced World

Overcoming the Pressure of Chasing Perfection Coping with the Emotional Weight of Global Suffering
The Illusion of Perfection: The idealized portrayals on Impact of Doomscrolling on Millennials Doomscrolling—the compulsive consumption of distressing
Social Media’s Impact on Millennials and Gen Z social media present significant and Gen Z news and ongoing crises—has exacerbated the mental health
challenges for Millennials and Gen challenges faced by Millennials and Gen Z. In an era where
Millennials Gen Z Millennials Gen Z
Z, as 55% of Millennials and 65% information is constantly at their fingertips, these generations
of Gen Z acknowledge the harm are often overwhelmed by the relentless stream of negative
65% 72%
these standards cause to their self- news and global crises. Whether it’s reports on climate change,
55% 60%
esteem and mental health. Despite political unrest, or public health emergencies, the nonstop
45%
recognizing the curated nature of exposure to adverse content exacerbates feelings of anxiety
35% 40%
these portrayals, both generations and helplessness. For those who are deeply empathetic, this
find themselves caught in a cycle 28% constant barrage of bad news can be emotionally exhausting,
of self-doubt, chasing a perfection contributing to a sense of despair and a loss of hope for the
Negative Impact on Self-Esteem Pressure to Conform that doesn’t exist. Overwhelmed Difficult to Disengage
future. The mental health toll of doomscrolling is significant, as
by Negative Views it perpetuates a cycle of anxiety that is challenging to escape.

Battling the Culture of Comparison

and Finding Self-Worth
Social media’s culture of comparison deeply affects The Culture of Comparison:
both Millennials and Gen Z, though it impacts Social Media’s Impact on Millennials and Gen Z
them in slightly different ways. A significant 70% Millennials Gen Z
of Gen Z regularly compare their lives to others
online, exacerbating feelings of anxiety and 70%
depression. Millennials aren’t far behind, with
58%
58% admitting to similar behaviors. Despite being
aware of the harm this comparison brings, 42% of 42%
Millennials and 30% of Gen Z struggle to break free
from it. This relentless cycle, driven by curated 30%
perfection on social media, fuels a pervasive
sense of inadequacy, contributing to mental health
challenges across both generations. Compare Themselves to Others Difficult to Avoid Comparison

Understanding the Risks of Seeking External Validation Recognizing the Mental Health Impact
Social Media Validation: Millennials vs Gen Z Social media validation is of Global Conflicts
a significant issue for both
Millennials and Gen Z, with 52% of
Millennials Gen Z Impact of the Ongoing Palestine Conflict The ongoing crisis in Palestine is causing significant stress
Millennials admitting to relying
on Millennials and Gen Z for Millennials and Gen Z in Indonesia, deeply affecting their
on likes, comments, and shares to
mental health and social interactions. Among Millennials,
influence their self-worth. A larger Millennials Gen Z
55% report feeling stressed by the local implications of these
68% proportion of Gen Z—68%—report
global crises, with 45% experiencing additional pressure to
a strong dependence on social 68% participate in boycott campaigns. Gen Z feels the impact even
52% media validation, with only 32%
48% 55% more acutely—68% say global issues like the Palestine conflict
recognizing the need to detach but 45% weigh heavily on their mental health, and 32% feel a strong
struggling due to the addictive nature
32% compulsion to take action, which sometimes creates tension
32% of these platforms. This comparison
within their communities. The constant exposure to distressing
highlights the pervasive impact of
news and imagery compels many to get involved, but it also
social media on self-esteem and the
Stress from Local Pressure to Participate in adds another layer of emotional burden, making it hard to
ongoing battle to maintain a healthy Implications Boycotts navigate these pressures.
Dependent on Social Media Validation Aware but Trying to Break Free relationship with online feedback.

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 Prioritizing Mental Health in a Fast-Paced World

Handling the Stress of Conforming Embracing Diversity and Understanding

to Societal Expectations Humanitarian Differences
In a world where social activism is increasingly visible Stress of Conformity: Millennials and Gen Z Impact of Global Crises on Humanitarian The focus on global crises like the Palestine conflict
and urgent, Millennials and Gen Z find themselves and Religious Views has highlighted deepening divisions in humanitarian
navigating a fine line between personal beliefs and societal Millennials Gen Z and religious views among Millennials and Gen Z. In
Millennials Gen Z
expectations. Among Millennials, 58% feel the weight of 65% Indonesia, 50% of Millennials feel that such global issues
conforming to social activism, often leading to stress and have intensified differences within their communities,
58% 60%
even conflict within their social circles. For Gen Z, the with another 50% experiencing friction within their
pressure is even more intense, with 65% feeling judged or 50% 50% social and family circles due to varying interpretations.
ostracized if they don’t align with the dominant views in 42% Among Gen Z, these effects are even more pronounced,
40%
their communities, further amplifying their stress. Both 35% with 60% noting clashes in their views on global issues
generations struggle to balance their values with the with those around them, and 40% finding it difficult to
demands of activism, with 42% of Millennials and 35% of navigate these complex differences. This divergence
Gen Z grappling with this internal conflict. The emotional underscores the challenges that arise when global
toll of these social dynamics can be overwhelming, concerns intersect with personal and communal beliefs,
creating an environment where standing up for what you Pressure to Conform to Balancing Personal Beliefs
Deepened Divisions Friction in Social / Family Circles often leading to tension and discord.
believe in often comes at the cost of personal peace. Activism vs Social Pressure

Changing Views on Survivors

of Sexual Violence
Moving from Stigma to Focus on Reducing Mental Helath Stigma:
— Husein Ja’far Al Hadar
Islamic Content Creator
Support and Solidarity Millennials vs Gen Z

for Survivors 35%

37%

Husein Ja’far Al Hadar emphasizes that protest is a deeply In recent years, Millennials and Gen Z have taken
personal act, and no one should dictate a single method as the the lead in shifting cultural attitudes toward
standard of moral values or support. He advocates for individuals sexual violence in Indonesia. These generations
to choose forms of protest that align with their personal beliefs and have used social media as a powerful tool to
sustain their energy, allowing them to continue making positive challenge the stigma and victim-blaming culture
contributions to society. that often surrounds survivors. Their efforts are
not just about creating a more supportive society
but also about advocating for systemic changes
“The power of a boycott lies in its peaceful resistance, Millennials Gen Z
that protect and empower those affected by
but it’s not the only path to protest. Every individual sexual violence. This broader movement toward
must choose the method that resonates with them, understanding and support is reflected in their
without imposing it as a measure of others’ morality. approach to mental health as well. A survey
True activism respects the diversity of approaches, shows that 37% of Gen Z prioritize reducing the
recognizing that all contributions, whether through stigma associated with mental health disorders,
boycotts or dialogue, are vital in the pursuit of justice,” slightly higher than the 35% of Millennials who
share this concern. This generational difference,
though small, highlights a stronger commitment
among Gen Z to addressing mental health
issues, aligning with their broader advocacy for
openness and well-being.

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 Prioritizing Mental Health in a Fast-Paced World

The passage of the UU TPKS (Sexual Violence Crimes Support for Victims of Sexual Violence and
Law) is a significant step forward in addressing
sexual violence in Indonesia. However, the concern
Bullying by Location
Big Cities Smaller Cities
Government Efforts
on Mental Health
for assistance to victims remains high, with 45% of
Millennials and 49% of Gen Z respondents believing 54% 55%
that more needs to be done to ensure victims receive
43%
the protection and support they need. Millennials and 35%
Gen Z, particularly those in urban areas, are vocal in Expanding Support for Government Policy on Mental Health
their calls for enhanced assistance. This data reflects
a clear generational push for continued government Millennials Gen Z
Community Access to (Millennials vs Gen Z)

action and the crucial role of NGOs, advocacy groups, Mental Health Services
and young activists in driving meaningful change.
However, there is a noticeable gap in support between Concern for Assistance to Victims Millennials and Gen Z are strong advocates
63%
59%
urban and rural areas. While 55% of Gen Z and 54% of of Sexual Violence and Bullying for expanding mental health services in
Millennials in big cities express concern for victims Indonesia, particularly at community health
of sexual violence and bullying, these numbers drop centers (Puskesmas). With 61% of respondents
45% 49%
significantly in smaller cities, with only 43% of Gen emphasizing the importance of providing
Z and 35% of Millennials showing the same level of consultation services with psychologists
concern. This disparity underscores the need for more at Puskesmas, the public’s expectations for
targeted outreach and education in less urbanized accessible and affordable mental health care are
areas to bridge the gap in awareness and support. clear. This demand is particularly pronounced Millennials Gen Z
Millennials Gen Z
among Gen Z, where 63% support this initiative.

“When survivors reach out for help, they Kalis Mardiasih, an opinion writer and young
frequently find that the professionals they Nahdlatul ‘Ulama (NU) activist, highlights a
critical issue within mental health services
encounter lack the training to fully grasp the
for survivors of sexual violence. She points out
gendered nature of their trauma. Therapy must
that many mental health professionals lack the
do more than just offer a space for healing—it gender-sensitive training necessary to effectively
must also be sensitive to the distinct realities support survivors, often leading to further harm
these survivors live with, ensuring that the care instead of healing. According to Kalis, survivors
they receive is both empathetic and appropriately need more than just a listening ear—they require
targeted to their needs” support that deeply understands the gendered
aspects of their trauma.

— Kalis Mardiasih Her perspective emphasizes the importance

an opinion writer and of providing the right kind of therapy, one
young Nahdlatul ‘Ulama that is survivor-centered and deeply attuned
(NU) activist
to the unique struggles faced by women and
marginalized groups.

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 Prioritizing Mental Health in a Fast-Paced World

The Power of Mental Health

Campaigns

56%
Making Mental Health
Support Affordable
and Accessible

51% 60% Access to affordable mental health services

is a major concern, with 56% of respondents
emphasizing the need for consultation
services with psychologists at reasonable
of Millennials and Gen Z
emphasize the need for affordable
mental health services, highlighting
of Millennials and Gen Z of Millennials and Gen Z prices. This highlights the critical importance
thinks access to affordable mental of affordability as a central element in any
affordability as a crucial element of
thinks mental health is equally
health services by the government important as physical health effective mental health policy. effective mental health policy
must be increased
Promoting mental health as being on par with
The need for expanding access to affordable mental physical health is a priority for 60% of respondents,
health services is a critical concern for both Millennials with Gen Z showing particularly strong support. This
and Gen Z, with 51% of respondents stressing the generational shift in attitudes towards mental health
importance of making these services more widely underscores the importance of government-led
available. This data underscores the growing demand campaigns to raise awareness and reduce stigma.
for mental health support in Indonesia, particularly
within community health centers (Puskesmas). As
Millennials and Gen Z increasingly recognize the
importance of mental health, there is a clear call for the
government to ensure that these services are accessible
and affordable for all, especially in underserved areas.

Reducing Stigma Around

45%
of Millennials and Gen Z
Mental Health
The data reveals a significant urban-rural divide Support for Mental Health Policy:

50%
in support for mental health policies among Gen Z Gen Z vs Millennials in Big and Smaller Cities
believe it is essential to encourage
and Millennials. In larger cities, 67% of Gen Z and
more individuals to seek help for Millennials Gen Z
62% of Millennials recognize the importance of
mental health issues without fear government efforts that prioritize mental health,
of Millennials and Gen Z of judgement reflecting a strong emphasis on mental well- 67%
62%
recognize the need of good coverage Efforts to reduce stigma surrounding mental
being in urban areas. However, support drops in
smaller cities, where only 58% of Gen Z and 52% of
52% 58%
mental health issues under BPJS health issues, supported by 45% of respondents,
Millennials back these initiatives. This disparity
and other state health facilities are essential for encouraging more people to seek
underscores the ongoing need to raise awareness
help without fear of judgment. By addressing
and provide support in less urbanized regions,
Additionally, 50% of respondents recognize the these issues through targeted campaigns and
calling for tailored approaches to meet the unique
need for good coverage of mental health issues policies, the government can create a more
challenges faced by individuals in both large
under BPJS and other state health facilities, further supportive environment for those dealing with
cities and smaller communities. Big Cities Smaller Cities
emphasizing the importance of accessible care. mental health challenges.

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 Prioritizing Mental Health in a Fast-Paced World

Tackling Mental Health Issues Creating a Brighter Future for

at the Core Mental Health
Addressing the Impact of Economic Strain Millennials and Gen Z are increasingly
recognized as “the anxious generation,”
on Mental Health profoundly affected by global crises like
economic instability, social injustice, and
climate change. The constant exposure to these
stressors, with 55% of respondents identifying
economic instability as a primary source of
anxiety, highlights the need for a comprehensive
approach to mental health that considers the
broader global and social context.

Social media serves as both a tool and a challenge

for Millennials and Gen Z. While it facilitates
connection, creativity, and activism, it also
imposes unrealistic standards that lead to
Socio Economic Job Related Social Media Expectation Related significant mental health issues. The pervasive
Related Anxiety Anxiety Induced Anxiety to Academic illusion of perfection, the culture of comparison,
Excellence and the reliance on external validation trap many
young people in cycles of self-doubt and anxiety.
Social media’s impact is deep, simultaneously
Economic pressures on mental health hit hard in four main areas: socio-economic conditions, job stress, social
empowering and isolating its users, further
media, and academic expectations. Socio-economic anxiety stems from concerns about financial stability and the
complicating their mental health struggles.
growing sense of inequality. It’s not just about making ends meet; it’s about the underlying fear that the system
itself isn’t fair. Job-related anxiety goes beyond job security; it’s about navigating a post-pandemic job market
The compulsive consumption of negative news,
where uncertainty and pressure to perform are constant.
known as doomscrolling, exacerbates the mental
health challenges faced by these generations.
Social media-induced anxiety arises from the persistent fear of not measuring up, amplified by the worry that
Continuous exposure to distressing global events,
one’s personal life might be exposed online. This digital stress is as real as any other form of anxiety. Academic-
such as the ongoing crisis in Palestine, not
related anxiety is similarly intense, driven by the pressure to excel in exams and secure top university placements,
only heightens anxiety but also amplifies local
with the burden of meeting high expectations feeling overwhelming. These four areas demonstrate how deeply
stressors. The pressure to engage in activism
economic pressures are woven into the mental health struggles of Indonesia’s Millennials and Gen Z, highlighting
and conform to social expectations creates
that these issues are not just individual—they are systemic, shaping how this generation perceives the world and
tension within communities and families, adding
their role within it.
another layer of complexity to the mental health
landscape of Millennials and Gen Z.

Creating Safe and Supportive Environments for All As mental health challenges grow, Millennials
and Gen Z are increasingly advocating for
Improving mental health requires more than individual accessible mental health services and education.
interventions; it necessitates creating safe and There is strong support for integrating mental
supportive environments across families, schools, health education into school curricula and
workplaces, and society at large. For families, this expanding services at community health centers
means fostering open communication and providing (Puskesmas). The rise of mindfulness practices
emotional support. Schools play a crucial role in raising and community-driven support systems reflects
awareness and offering counseling services, while a growing recognition of the importance of
workplaces must prioritize mental health by promoting mental well-being. Addressing these needs
work-life balance and providing mental health through comprehensive government initiatives
resources. At a societal level, public campaigns and and reducing stigma are critical steps toward
accessible services are essential for creating a culture improving mental health outcomes for these
that values and supports mental well-being. generations.

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 Media Habits Shaping Indonesian Millennials and Gen Z

Chapter 5

Media
Consumption
91 Web Media Portals is Still the Go-To News
Source for Indonesia’s Gen Z and Millennials

91 Trust and Creativity in Nomad Media

94 Redefining Media Consumption with Gen Z

95 How Young People Use Social Media

106 Social Media’s Role in Shaping Trends

109 From Scroll to Shop: How Social Media Drives

Consumer Behavior
%

112 Redefining Media Habits For Indonesian

Millennials and Gen Z

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 Media Habits Shaping Indonesian Millennials and Gen Z

Web Media Portals is Still the Go-To By mixing the flair of content creators with the rigor of journalism, nomad media offers a fresh alternative to both
conventional media and less reliable social influencers. These platforms utilize advanced storytelling tools like

News Source for Indonesia’s Gen Z

immersive videos, interactive graphics, and real-time updates while ensuring their content is well-researched
and accurate. For Indonesian Millennials and Gen Z, this approach is particularly appealing as it blends dynamic
multimedia content with the reassurance of credibility. As nomad media continues to grow, it signals a significant

and Millennials shift in how news is consumed, offering a reliable, engaging source of information that fits seamlessly into the fast-
paced, digital lives of younger generations. This rise also indicates a broader trend where the lines between content
creation and journalism are blurring, suggesting that traditional media might start collaborating with nomad media

47%
or adopt similar strategies to stay relevant.
Web media portals continue to be a key news source for
both Gen Z and Millennials in Indonesia, underscoring
their preference for digital media consumption. Recent data
shows that 47% of respondents overall rely on websites and Leading Voices in the Nomad Media Movement
of Millennials and Gen Z news portals for their updates, with this trend particularly
strong among Gen Z, where 49% turn to these platforms for
use websites and news portals as their
information. Millennials also exhibit significant engagement
primary source for news updates with digital news, especially in smaller cities, where reliance
on web media portals rises to 50%. This growing trend
highlights how online platforms are increasingly meeting
the demand for quick, convenient, and varied access to @ussfeeds @cretivox @thinkpolicyid @whatisupindonesia
information.

As internet connectivity improves across Indonesia, web

media portals are solidifying their role as the go-to source
for news, providing culturally relevant content tailored to
the diverse needs of the Indonesian audience. These digital
platforms offer a range of information that aligns with the
fast-paced lifestyle of today’s consumers, making them an @malakaproject.id @kabarsejuk @folkative @ecommurz
essential part of the media landscape. Their ability to deliver
real-time updates and cover a wide array of topics ensures
they remain a vital component of how Gen Z and Millennials

Building Trust in a Digital World:

stay informed in a constantly changing world.

The Impact of Verified Accounts

Trust and Creativity 38%

The blue tick on social media has
traditionally been a powerful indicator
of credibility and authenticity for

in Nomad Media Indonesian Millennials and Gen Z.

In an environment flooded with fake of Millennials and Gen Z
follow official news accounts on social media
news and misinformation, especially
A new breed of media, known as “nomad media,” is making waves by online, the blue tick serves as a quick, (Significantly higher among Gen Z with 44% )
blending the creativity of content creators with the credibility of traditional recognizable sign that an account is
journalism. These channels exist solely on social media platforms to verified and trustworthy. For younger
provide breaking news, discuss viral issues, and offer live reporting. Often generations who get most of their news
accompanied by a blue tick, which suggests they are credible sources of from social media, this verification helps
information, nomad media is gaining traction among Millennials and them identify credible sources, keeping
Gen Z. These platforms excel at combining engaging storytelling with them well-informed without falling prey
solid journalistic standards, appealing to younger audiences who value to misleading or false information. In
both authenticity and interactivity. Unlike traditional media, which often Indonesia, where social media is integral
repurposes content for social channels, nomad media is inherently digital, to daily life, the blue tick has become more
crafting stories specifically for platforms like Instagram, TikTok, and than just a symbol of legitimacy—it’s a
YouTube. By using techniques popularized by influencers—such as personal crucial tool for navigating a vast sea of
stories, behind-the-scenes looks, and interactive features—nomad media information.
makes journalism more engaging and relatable.

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 Media Habits Shaping Indonesian Millennials and Gen Z

31% 20% Redefining Media

Consumption with Gen Z
vs
of Millennials of Gen Z
Respondents Respondents
say that the blue tick
reassures them of a news
source’s credibility
say that the blue tick
reassures them of a news
source’s credibility
52%
of Millennials and Gen Z
believe social media provides
The ability to purchase blue ticks has reduced their “Now I show my face a lot less on WIUI’s more diverse content in
value as a marker of credibility. In response, media social media (because it’s no longer needed), comparison to traditional media
outlets like @WhatIsUpIndonesia, @MalakaProject.
but when we first started, me and my co- (Significantly higher
id, and @TotalPolitik are striving to build trust
founder did a lot of Instagram Stories and among Gen Z with 55% )
and encourage critical political thinking among
Millennials and Gen Z. They do this by closely
Live where we don’t just discuss politics but As the media landscape evolves,
associating their media brands with their founders, also our hobbies, anime, k-pop, and other understanding why Gen Z prefers social
who have proven credibility in the political field relatable things. We approached WIUI like media over traditional media is crucial.
as anchors, activists, or experts. This strategy not our personal account, and that helped give A key reason is the perception that social
only enhances the perceived authenticity and our platform a more human touch and its own media offers a more diverse and personalized
reliability of their content but also fosters direct distinct voice over time” range of information; 52% of respondents,
engagement with their audience. By incorporating particularly from Gen Z, feel social media
a personal element, these platforms offer a level of provides access to a broader array of
transparency and connection that a blue tick alone viewpoints and topics than traditional
can no longer provide. media. This is likely due to algorithms that
customize content based on user interests,
enabling exploration of perspectives that
resonate with their values.

— Abigail Limuria

50%
Co-Founder of What Is Up, Indonesia? (WIUI)

of Millennials and Gen Z

feel they can better filter and
personalize information on
social media
Additionally, social media’s ability to let
users filter and customize the information
they consume is highly appealing, with
half of the respondents valuing this
control—something traditional media’s
more uniform approach can’t easily
provide. Users can tailor their feeds to
focus on specific topics or voices or avoid
certain viewpoints altogether, creating a
personalized media experience.

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 Media Habits Shaping Indonesian Millennials and Gen Z

43%
of Millennials and Gen Z
Social Awareness as a Hallmark of Today’s Youth
In a world saturated with content, certain topics consistently capture the attention of Millennials and Gen Z, with
humanity emerging as the most resonant, engaging 64% of respondents. This strong interest reflects a generation
deeply invested in social welfare, equity, and compassion, with content focused on social justice, community outreach,
find it easier to access or uplifting stories likely to garner significant engagement. Additionally, justice and environmental issues are critical
information through social to these younger audiences, with 48% and 47% of respondents, respectively, showing concern for these areas. The
media platform emphasis on justice indicates a commitment to equality and rights, while environmental concerns highlight a priority
for sustainability and conservation, aligning with broader global movements. These interests collectively depict a
The convenience of social media is generation that is not only well-informed but also actively engaged in the social and environmental challenges shaping
another significant factor, especially for the world today.
Gen Z, with 43% of respondents citing ease
of access as a reason for their preference.
Platforms like X (formerly Twitter) and
Instagram offer flexibility and immediacy,
unlike traditional media, which is bound
to schedules and formats. For a generation
accustomed to instant, on-demand access
to information, content must seamlessly fit
into their fast-paced, mobile lifestyles.

How Young TikTok’s Transformation & Opportunities

People Use TikTok is undergoing significant changes, transforming

from a platform known for its short, viral videos to one
that accommodates a broader range of content types and
“As TikTok expands its content, it’s
attracting a broader audience in Indonesia,

Social Media lengths. One of the most notable updates is the introduction
including older Gen X and Millennials.
of longer videos, allowing creators to upload content up to This shift shows TikTok is becoming more
10 minutes, significantly up from the previous 3-minute than just an entertainment platform—it’s
limit. This shift enables brands to develop more in-depth also a source for news and information.
and engaging content, fostering a deeper connection with As the user base diversifies, brands need
their audience. In addition to longer videos, TikTok now to adjust their marketing strategies to
Top 3 Trending Topics Among Indonesian Millennials and Gen Z on Social Media supports image and text-only posts, broadening the content connect with different age groups and
creation landscape and offering brands new ways to express
cultural backgrounds”
themselves. These changes signal TikTok’s intent to become
more versatile, similar to traditional social media platforms
that accommodate a variety of content formats.

The platform’s evolving content strategy is mirrored by

changes in its algorithm, which now favors longer, more
informative videos over quick, attention-grabbing content.
This adjustment means brands must pivot from creating
solely entertaining clips to producing content that is
educational, informative, and engaging. The algorithm now
— Hana Novitriani

64% 48% 47%

considers watch time, completion rate, and user retention,
Vice President of ICE
pushing brands to focus on high-quality storytelling
that captivates viewers. This shift presents a valuable
opportunity for brands to position themselves as thought
leaders in their industries, offering content that not only
Humanity Justice Environment entertains but also educates and provides value to viewers.

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 Media Habits Shaping Indonesian Millennials and Gen Z

The Authentic Edge of Gen Z

To effectively engage Millennials and Gen Z on social media,
it’s crucial to understand what drives them to follow certain
55%
of Gen Z Respondents
Live Streaming: Embracing the Spirit
of Youthful Expression
Most Used Live Streaming Platforms
accounts or interact with specific content. For Millennials,
social media often serves as a platform for personal branding,
say they follow social accounts
where carefully curated feeds highlight polished images, primarily for the motivation and
career achievements, and a meticulously crafted digital inspiration they offer
persona, reflecting their desire to project success and integrate
their personal and professional lives. In contrast, Gen Z
favors a more authentic approach, moving away from the Tiktok Live Youtube Live Instagram Live
picture-perfect feeds typical of Millennials. Instead, they
value genuine, unfiltered moments that showcase their true
selves, seeking content that resonates with their desire for Live streaming is quickly becoming a favored content format among Millennials and Gen Z, with TikTok
authenticity and real-life experiences. Live leading the pack. Sixty-three percent of respondents use TikTok Live, a figure that rises to 68% for Gen Z.
TikTok’s success is largely due to its combination of short, engaging content and interactive features, perfectly
Growing up in an era of information overload and heightened tailored to a generation that values quick and visually dynamic experiences. YouTube Live and Instagram Live
awareness of mental health, both Millenial and Gen Z are also maintain strong user bases, with 46% and 45% of respondents using these platforms, respectively. While
acutely aware of the pressures associated with maintaining TikTok dominates, there remains a considerable interest in the more visually rich and in-depth content provided
an idealized online persona. Having witnessed the harmful by YouTube and Instagram.
effects of constant comparison, they are increasingly rejecting
the notion that social media should merely be a highlight reel.

For Gen Z, this preference for authenticity is evident in the types of content Gen Z engages with; 55% of respondents say
their primary reason for following an account is that it provides motivation and enthusiasm. This indicates a strong
resonance with content that inspires and uplifts, as Gen Z seeks real, positive connections. Whether through personal
development tips, motivational quotes, or success stories, they are drawn to content that encourages genuine growth and
thriving, rather than content that feels manufactured or insincere.

Platforms like What Is Up, Indonesia? (WIUI) are successfully tapping into this growing demand for authenticity by
employing various tools to connect with Gen Z in meaningful ways. WIUI utilizes Instagram posts, X’s alternative
universes (AU), articles, political jargon glossaries, and detailed political party profiles to make complex political topics
more relatable and accessible. These efforts go beyond simply delivering information; they aim to break down complicated
issues into digestible, understandable content that aligns with Gen Z’s values of clarity and transparency. WIUI’s strategy
includes creating in-depth profiles of political parties, which helps Gen Z navigate the often confusing political landscape
with a sense of clarity and trust. By presenting serious topics in visually engaging and relatable formats, WIUI fosters a
community grounded in authenticity, transparency, and inclusivity, effectively capturing the attention and loyalty of a
generation that values realness over perfection.

“For Gen Z, authenticity isn’t just a buzzword—it’s a way of life and

what they deem as cool. They would go as far as to deem things
that are too polished or picture-perfect as cringe, old-school,
and untrustworthy. This glorification for authenticity extends to
everything from how they consume news to how they engage with
politics. It’s not just about what’s being said, it’s also about matching
your words with your action, and how you say it. Gen Z who grew up
— Abigail Limuria on the internet are hyper-aware of inauthenticity, and they will call
Co-Founder of What Is Up, you out on it (probably from their alternative account). This generation
Indonesia? (WIUI) is reshaping political discourse and the way we interact with the
world, pushing for a more candid, unfiltered, and authentic future”

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 Media Habits Shaping Indonesian Millennials and Gen Z

Reasons To Follow Livestreamers

User-Generated Content: “UGC provides a platform for this

51% 45% 39%

engagement, making content
Empowering the Voices of feel more genuine and relatable
a New Generation compared to the polished and often
watch livestreams for are drawn to livestreams tune in to livestreams unnatural corporate marketing
product reviews for frequent interaction because the streamers User-generated content (UGC) holds a special material”
with the audience through offer giveaway place for Millennials and Gen Z in Indonesia.
comments 31% of Gen Z prefer livestreamers It’s not just another type of content; it’s a way
who host Mabar (Main Bareng)
challenges for these generations to express themselves,
connect with others, and build genuine trust
with brands. They crave authenticity and aren’t
What sets live streaming apart for Millennials content with just consuming media; they want to
“Livestreams offer real benefits for both
and Gen Z is its inherent authenticity. Unlike pre- audiences and brands. In a world filled create, share, and be part of the conversation.
recorded content, live streams occur in real-time,
with curated content, the raw, real-time — Maria Novena Rarahita
offering an unedited glimpse into the content being For brands, UGC is a powerful tool to boost their
nature of live streaming offers a refreshing Head of IDN Creative
presented. For these generations, who value honesty
alternative, one that resonates deeply with presence on platforms like TikTok. As TikTok
and transparency, this raw, unfiltered format is
Millennials and Gen Z and is set to grow shifts toward a focus on quality and engagement,
particularly appealing. Additionally, the direct
interaction between streamers and their audience as these generations continue to prioritize UGC offers brands a way to produce authentic,
enhances this sense of authenticity. Through real- authenticity and genuine engagement” relevant content that resonates with users. By
time comments and Q&A sessions, viewers are not encouraging their audiences to create and share
just passive observers but active participants in the content, brands tap into their creativity and
conversation, fostering trust and making them feel
enthusiasm, building a sense of community and
genuinely connected to the person on screen.
trust. This strategy not only increases content
Millennials and Gen Z are actively engaging with production but also keeps brands aligned with
live streams, with 51% of respondents citing product the latest trends, leveraging the collective
reviews as their primary reason for tuning in. Live knowledge of a diverse group of creators to
streams provide an authentic platform for viewers stay relevant. Featuring user-generated content
to see products in action, ask questions, and receive — Zefanya Deby allows brands to blend seamlessly into the
immediate feedback, significantly influencing Head of IDN App
TikTok community, aligning with its spirit of
purchasing decisions through transparent, unfiltered
information. Beyond product reviews, 45% of creativity and spontaneity, which enhances
respondents appreciate the frequent interaction with engagement and strengthens audience
streamers, which fosters a sense of community in an connections.
otherwise impersonal digital landscape. Giveaways
also play a role, with 39% of respondents attracted by
UGC isn’t just about content creation; it’s about
the chance to win prizes, and 31% of Gen Z particularly
starting conversations, building communities,
enjoying livestreamers who host Mabar Challenges,
reflecting their desire for interactive and community- and forging connections that go beyond
driven content. traditional marketing. It amplifies voices,
validates experiences, and helps brands craft
Live streaming isn’t just about entertainment; it’s narratives that feel genuine and inclusive. For
about fostering genuine connections. The dynamic
brands in Indonesia, this means more than
interaction between streamers and their audience
just telling their own story—they become part
creates a sense of belonging and community,
something increasingly valuable in today’s often of their audience’s stories, transforming from
disconnected digital environment. Millennials and mere brands into trusted companions in their
Gen Z aren’t just seeking content; they crave authentic audience’s daily lives.
relationships, and live streams provide a platform for
these connections to thrive.

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 Media Habits Shaping Indonesian Millennials and Gen Z

Balancing Entertainment with Information The Power of Memes in Communicating Complex Ideas
Preferred Content Formats Memes have become a staple of how Millennials and Gen Z communicate online. These quick, often funny snippets
of content are more than just entertainment—they’re a way to comment on social and cultural issues, boiling down

74% 65% 52%

complex ideas into easily shareable visuals or phrases. Essentially, memes are like digital shorthand, making big
concepts accessible and relatable.

In Indonesia, memes play a major role in public conversations. They capture the humor, frustrations, and everyday
Entertaining Content Informative Content Product Information concerns of younger generations, acting as both a source of laughs and a form of self-expression. The real power of
and / or Reviews memes is in how they can take complicated topics and break them down into bite-sized, often amusing content that
resonates with a wide audience. This makes them a powerful tool for getting a message across.

Millennials and Gen Z are deeply invested in social issues, but they also seek a balance between entertainment and
For Millennials and Gen Z, memes are much more than just a way to kill time—they’re a form of social commentary and
information in their media consumption. With 74% of respondents favoring content that entertains, it’s evident that
a way to build community. Memes spark discussions on everything from trending topics to political issues and cultural
humor, storytelling, and engaging visuals have broad appeal, offering a welcome break from the often heavy and serious
events, all in a way that’s engaging and easy to connect with. As memes evolve, they’re set to stay a key part of the
topics that fill their social feeds. However, entertainment alone isn’t enough for these generations. Sixty-five percent of
digital landscape, shaping how younger people view and interact with the world.
respondents prefer content that is informative, showing that they are not just passively scrolling but are actively seeking
knowledge that provides a deeper understanding of the world around them. This indicates that while entertaining
content is important, it must also be paired with substance to resonate fully. Additionally, 52% of respondents express a
strong preference for content with thorough product recommendations, underlining the role of social media as a key tool
in their decision-making processes. They value trusted voices and detailed reviews, tutorials, and comparisons, which
play a critical role in their consumer journey by providing transparent, product-focused information. “Humor in memes is used as a tool for critiquing social and
political norms, allowing Gen Z to express messages and emotions
that are often difficult to articulate in traditional formats”

— Andy Ruddock points out in Youth and Media (2020)

Humor in memes also serves as a form of resistance, “Memes are more than just humor—
with Gen Z using them to challenge social and they’re a powerful medium for Millennials
political norms. By thoughtfully selecting words and
and Gen Z to express their thoughts on
images, Gen Z creates narratives through memes that
social and cultural issues. They simplify
express complex ideas and emotions, which might be
difficult to convey through more traditional means.
complex topics, making them relatable and
impactful. We’ve used memes to discuss
For these generations, memes are not just a pastime mental health, politics, and viral global
but a way to engage in social commentary and foster events, and the engagement has been
Content Preferences: Millennials vs Gen Z The chart illustrates the content preferences of
Millennials and Gen Z, highlighting their varying community, sparking discussions on everything from phenomenal. Millennials and Gen Z are
Millennials Preferences Gen Z Preferences levels of interest in detailed, informative content trending topics to political and cultural issues. As they shaping how young people connect and
and comprehensive product recommendations. continue to evolve, memes will remain a vital part of engage with the world around them”
70% It shows that 70% of Gen Z prefer content that the digital landscape, shaping how younger people
60% provides thorough information, compared to 60% of perceive and engage with the world.
55%
48% Millennials, indicating a stronger inclination among
Gen Z towards content that educates and informs.
Additionally, 55% of Gen Z favor content with in-
depth product recommendations, whereas 48% of
Millennials share this preference. This suggests
that while both generations value content that is
Preference for Detailed Preference for In-Depth informative and helps them make informed decisions,
and Informative Content Product Recommendations
Gen Z places a slightly higher emphasis on such
— Judithya Pitana
*Multiple-response questionnaires allow the total result content, reflecting their desire for transparency and Editor in Chief of Popbela.com
to exceed 100%
comprehensive insights in their media consumption.

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 Media Habits Shaping Indonesian Millennials and Gen Z

Understanding How Brands Are Perceived Tackling Misinformation and Hoaxes

on Social Media in the Digital Age

People’s Opinions Towards Brand’s Social Media How People Deal with Hoaxes

58% 57% 49% 39% 39% 56% 43% 40% 38% 34% 25%

Entertaining Content Informative About Promotions Through Involves Followers Holds Giveaways Avoid Sensational Cross-Check Facts Use Reputable News Verify Authencity Check Author or Trust Only Verified
Products Official Accounts Through Interactive Through Official Headlines with Trusted Portals of Website Source Credibility Accounts
Content Accounts Sources

*Multiple-response questionnaires allow the total result to exceed 100% *Multiple-response questionnaires allow the total result to exceed 100%

In today’s digital landscape, brands are leveraging through their official social media accounts, but these In an era where misinformation spreads rapidly The chart also shows that 40% of respondents
social media to connect with Millennials and Gen Z promotions are more effective when integrated into online, understanding how people navigate hoaxes only access news from reputable news portals or
in increasingly engaging ways. According to the data, a broader narrative of engaging and informative and false information is crucial. The data reveals websites, reinforcing the value of trusted sources in
a significant portion of these audiences finds brand content. Additionally, 39% of respondents value that a significant portion of people are vigilant about maintaining an informed public. Additionally, 38%
content both informative and entertaining, with 58% interactive content and giveaways, indicating a strong the content they consume, with 56% of respondents confirm the authenticity of the website’s address,
of respondents considering it entertaining and 57% desire for real engagement and participation rather actively avoiding news with sensational headlines. demonstrating growing digital literacy and awareness
appreciating the informative aspect, particularly than passive consumption. For Millennials and Gen This reflects a growing awareness of the tactics used about the risks of accessing unreliable sites. The
regarding product details. This indicates that brands Z, these incentives must feel like a natural extension to attract clicks and emphasizes the importance of need to verify the legitimacy of news sources is
are effectively using social media not just for product of the brand’s identity, rather than mere marketing critical thinking when evaluating news sources. further highlighted by the 34% of respondents who
promotion, but to build deeper connections by tactics. Moreover, 43% of respondents take the extra step check the credibility of the writer or news sender,
combining entertainment with valuable information. of verifying facts from other trusted news sources, illustrating the importance of scrutinizing the
This approach aligns with the broader trend of using In summary, the data highlights that Millennials and highlighting a commitment to ensuring the accuracy origins of information before accepting it as accurate.
social media as a platform for both information and Gen Z value a well-rounded social media presence of the information they consume, especially among This multi-layered approach to fact-checking and
leisure, suggesting that these generations are drawn from brands—one that entertains, informs, and fosters Gen Z, where this practice is equally prevalent. This source verification shows a proactive stance against
to content that is not only engaging but also enjoyable active engagement. More importantly, it underscores generation’s tendency to cross-reference information misinformation, reflecting a cautious and well-
and trustworthy. the critical role of authenticity in building and underscores their dedication to truth in a landscape informed audience.
maintaining these connections. In a digital world cluttered with misinformation.
However, entertainment and information alone aren’t saturated with content, brands that prioritize genuine, Interestingly, only 25% of respondents rely on
enough to capture the loyalty of Millennials and Gen transparent interactions and align with the values blue tick verification badges on social media
Z, who have grown up in a world rife with fake news of these younger generations are the ones that will to determine the credibility of news, with this
and inauthentic influencers. This constant exposure succeed in capturing and retaining their attention and method being more popular among Gen Z (31%).
to questionable content has sharpened their ability loyalty. This reliance on verification symbols indicates a
to discern authenticity, making them more skeptical preference for authenticity and trustworthiness
of brands and creators that fail to meet their high in the digital landscape, where distinguishing
standards. For these generations, authenticity is between misinformation and legitimate news can be
expected, not just appreciated. They are quick to challenging. The combination of these strategies—
dismiss content that feels forced or disingenuous, avoiding provocative headlines, cross-referencing
emphasizing the need for brands to foster genuine facts, using reputable portals, verifying site
connections through honest and transparent authenticity, and valuing verified accounts—illustrates
communication. a comprehensive approach to navigating the
complexities of online information and emphasizes
Promotions and interactive content are also vital the importance of informed media consumption in
in engaging these audiences. Forty-nine percent of the digital age.
respondents appreciate when brands offer promotions

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 Media Habits Shaping Indonesian Millennials and Gen Z

Balancing Life Online and Offline Overcoming Negativity How Different Groups Deal with Threats
in Online Communities
and Handling “Haters”
How People Differentiate Real Life and Virtual Life on Social Media 57%

51% 47% 39% 38% 38% 37% 25% The chart highlights the differences between 56% 51%
Gen Z and Millennials in their approach to 39%
dealing with threats in online communities,
specifically through the use of the block or
mute features. Among Gen Z, those in big cities
show a higher propensity (57%) to utilize these
features compared to their peers in smaller
Consciously Limit Use Social Media Recognize Social Value Privacy Use Social Media Prioritize Physical Acknowledge cities (51%). This suggests that urban Gen Z users
Time on Social Primarily for Media as Unreal and Avoid for Personal Activity Over All Emotions as are more proactive in managing their online Millenials Millenials Gen Z Gen Z
Media Entertainment or Overly Polished Oversharing Branding Social Media Valid
safety, possibly due to greater exposure to digital Big Cities Smaller Cities Big Cities Smaller Cities

*Multiple-response questionnaires allow the total result to exceed 100% environments and a higher awareness of online
threats in more densely populated areas.

As social media continues to blur the lines between commitment to maintaining a balanced lifestyle and For Millennials, the trend is similar but even
reality and virtuality, the ability to distinguish recognizing the importance of physical well-being more pronounced. Fifty-six percent of Millennials
between the two becomes increasingly important. in a digital age. Meanwhile, 25% acknowledge that in big cities use the block or mute features to
The data reveals that people are consciously making emotions felt on social media, such as envy or anxiety handle threats, significantly higher than the 39%
efforts to maintain a healthy balance between over others’ achievements, are valid but should be of Millennials in smaller cities who do the same.
their online and offline lives. Fifty-one percent of managed carefully. This awareness fosters a healthier This stark difference indicates that Millennials
respondents consciously limit their time on social relationship with social media, where users can in larger urban areas are much more likely to
media, indicating a growing awareness of the acknowledge their feelings without allowing them leverage these tools to protect themselves online.
potential negative impacts of excessive use. This to negatively impact their real lives. Overall, the data The data underscores the influence of geographic
trend reflects a deliberate approach to managing underscores a nuanced approach to social media use, location on how different generations perceive
digital consumption and maintaining a balanced emphasizing mindfulness, balance, and the ability to and respond to online threats, with those in big
lifestyle, with many viewing social media primarily discern between the digital and real worlds. cities generally being more vigilant and proactive
as a tool for entertainment (47%). This perspective in their digital interactions
suggests that a significant portion of the population
sees social media as a space for light-hearted
engagement rather than a true reflection of real life,

Social Media’s Role

helping users navigate the overwhelming content
found on these platforms.

Furthermore, 39% of respondents recognize that

much of what is seen on social media can be fake
or highly exaggerated, a realization particularly
in Shaping Trends
prevalent among Gen Z. This critical awareness
of the performative aspects of social media acts
Spotting Emerging Trends in the Algorithm Era
as a protective measure, helping users maintain a
grounded view of their own lives and achievements. Social media algorithms have a profound impact on make impulse purchases based on high-quality visuals,
Interestingly, 38% of respondents believe that how Indonesian Millennials and Gen Z discover and while Gen Z prioritizes immediacy and trendiness. For
social media is mainly used for personal branding, engage with trends, shaping their daily lives in distinct content creation, Millennials favor polished, brand-
highlighting the performative nature of online ways. Millennials tend to rely on curated Instagram aligned visuals, whereas Gen Z values authenticity and
interactions. This belief, coupled with a strong feeds and influencer endorsements, emphasizing visual participation in viral trends. This leads to differences
emphasis on privacy (38%), reflects a cautious aesthetics and brand loyalty. In contrast, Gen Z is more in lifestyle integration, with Millennials gradually
approach to social media, where users are mindful of attracted to the spontaneity and interactivity of TikTok, adopting trends that fit their routines and Gen Z quickly
what they share and the image they project. where viral challenges and peer recommendations experimenting with new practices. Both generations
drive their engagement. These different approaches present opportunities for brands and creators to
Additionally, 37% of respondents prioritize physical influence consumer behavior: Millennials are likely to innovate and connect with evolving preferences.
activity over social media, demonstrating a

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 Media Habits Shaping Indonesian Millennials and Gen Z

A prime example of how trend-driven algorithms impact “Netflix’s algorithm goes beyond
Category Indonesian Millennials Indonesian Gen Z entertainment is Netflix’s personalized recommendation merely presenting preferred
system. This advanced algorithm tailors content suggestions
content; it curates a unique viewing
Transformation Rely on curated Instagram feeds and Engage more with TikTok’s interactive to individual preferences by analyzing user behavior,
experience tailored to individual
of Trend Discovery influencer endorsements, valuing visual and spontaneous content, driven by viral including viewing history and interaction patterns. For
aesthetics and brand loyalty. challenges and peer recommendations. Millennials and Gen Z, who value personalized experiences,
tastes. It functions like a personal
this system enhances user engagement by making content curator, anticipating preferences
Impact on Driven by impulse buying based on Respond quickly to viral trends and
discovery more intuitive and relevant. By focusing on and delivering the most relevant
Consumer Behavior high-quality visuals and influencer affordable options, focusing more on
and Daily Life endorsements, prioritizing personal immediate gratification and trendiness. viewers’ likes, Netflix reduces the time spent searching content precisely when it is desired”
brand and lifestyle alignment. for shows and increases time spent enjoying content that
resonates.
Content Creation Create polished, aesthetically pleasing Favor raw, authentic, and interactive
and Sharing content that aligns with their personal content, often participating in viral
brand. challenges and creatively adapting
However, the focus on personalization also brings challenges,
trends. particularly the risk of algorithmic bias and the creation
of “filter bubbles.” As Netflix’s algorithms refine their
Lifestyle Incorporate trends that complement their Rapidly integrate new trends into their recommendations based on existing preferences, users may
Integration established routines, adopting trends daily lives, experimenting with new
find themselves exposed predominantly to content that
gradually. practices almost immediately.
reaffirms their current tastes, potentially narrowing their
Challenges Balance trendiness with long-term value, Seek authenticity and rapid adaptation, media diet. This can reinforce existing biases and limit the — Putri Silalahi
and Opportunities facing challenges related to shallow trend with opportunities for brands and discovery of diverse perspectives. To address this, Netflix Head of PR, Netflix Indonesia
adoption and environmental concerns. creators to innovate and engage is working to balance personalization with diversity in its
effectively.
content offerings. For example, its strategy in Indonesia
includes a focus on socially relevant themes such as mental
health and gender equality, reflecting a commitment to
authenticity and representation. This approach not only
Successful Strategies for Thriving caters to evolving viewer expectations but also supports
broader societal conversations, ensuring that while users
in the Algorithm-Driven World receive tailored recommendations, they are also encouraged
to explore a wider range of content.
To navigate the trend-driven landscape shaped by social media algorithms, consumers, content creators, and brands
in Indonesia must adopt strategic approaches. Consumers should be mindful of impulse buying, focus on quality
and sustainability, and personalize trends to fit their long-term goals. Content creators can stand out by leveraging
viral trends creatively, engaging with their audience, and maintaining authenticity to build genuine connections.
For brands, the key is to adapt quickly to emerging trends while balancing trendiness with sustainability. Utilizing
lo-fi marketing strategies and collaborating with like-minded creators can maximize impact. By understanding and
responding to these dynamics, all parties can effectively engage with Indonesian Millennials and Gen Z in a rapidly
evolving digital environment.

Category For Content Creators For Brands

Be Mindful of Impulse Buying: Leverage Viral Trends Creatively: Adapt Quickly to Trends:
Assess if a product truly meets Participate in trends but add your unique Monitor social media trends and adjust
your needs before purchasing. twist to stand out. marketing strategies in real-time.

Prioritize Quality and Engage and Interact with Followers: Balance Trendiness with Sustainability:
Sustainability: Actively engage to boost visibility and Promote products that are trendy yet
Focus on durable, ethically build a loyal audience. sustainable.
produced items.

Personalize Trends: Maintain Authenticity: Adopt Lo-Fi Marketing Strategies:

Adapt trends to fit your personal Ensure your content remains true to Partner with creators who align with
style and needs, customizing your personal brand, fostering genuine your brand values for cost-effective
them for longevity. connections. marketing.

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 Media Habits Shaping Indonesian Millennials and Gen Z

From Scroll to Shop: How Social Redefining What It Means to Be a Trendsetter Today

Media Drives Consumer Behavior

Social media algorithms have significantly reshaped how
Indonesian Millennials and Gen Z interact with trends, impacting
everything from their shopping habits to their lifestyle choices.
Platforms like Instagram and TikTok have nurtured a culture of
Social media algorithms have reshaped how instant gratification, where targeted ads and affiliate marketing
Indonesian Millennials and Gen Z engage with trends, encourage impulsive shopping. While this drives fast fashion
affecting everything from shopping habits to lifestyle and frequent wardrobe changes, there is also a growing shift
choices. Platforms like Instagram and TikTok have towards thrift shopping and second-hand products. In Indonesia,
fostered a culture of instant gratification, where affiliate platforms like Huntstreet, Tinkerlust, and Banananina are
marketing and targeted ads drive impulse buying. This becoming increasingly popular. Influencers play a key role in
environment encourages fast fashion and frequent promoting these sustainable options, making thrift store shopping
wardrobe updates, even amid rising sustainability a mainstream trend among younger generations who seek both
concerns. However, a shift towards thrift shopping style and sustainability.
and second-hand products is gaining momentum in
Indonesia, with platforms like Huntstreet, Tinkerlust,
and Banananina becoming increasingly popular.
Influencers play a crucial role in promoting these
eco-friendly options, making thrift store e-commerce
a mainstream trend that resonates with younger
generations seeking both style and sustainability.

@huntstreet @tinkerlust @shopatbanananina

Social commerce, on track to hit $1.3 trillion globally,
is rapidly driving trend adoption in fashion, tech, and beauty
“We’re thankful for our Social media, particularly Instagram, has emerged as a powerful
communities, both online and tool for brands like Sejauh Mata Memandang to engage with their
audience and make sustainability both appealing and accessible.
offline. It’s inspiring to see people
Advancements in social media algorithms and e-commerce have transformed how Indonesian Millennials and Gen Z This is not just about spreading awareness—it’s about fostering
on IG Stories discussing circular
engage with fashion and lifestyle trends. Platforms like Instagram and TikTok drive impulse buying through affiliate a genuine shift in mindset and behavior. By leveraging these
fashion when they mention us, platforms for storytelling and transparency, brands can build
marketing and real-time targeted ads, effortlessly weaving product recommendations into social media feeds. This
not just our products. This shows communities that advocate for sustainable values. While digital
creates an environment of instant gratification, where products reach consumers at just the right moment, encouraging
they truly understand our message. engagement is certainly driving change, there is still much more
quick and often impulsive purchases.
While this growing interest in potential to deepen these conversations and enhance their impact.
the story behind our products is a
positive sign, we still have more to
Circular Fashion: A New Definition of Sustainability do to promote responsible practices,
encourage user-generated content,
Chitra Subyakto, founder of Sejauh and Studio Sejauh,
and deepen conversations about our
acknowledges that while younger generations are
increasingly interested in sustainable shopping, there
brand’s values”
is a clear divide in their priorities. Some are truly
committed to making eco-friendly choices, while others
prioritize aesthetics, seeing sustainability as an added
bonus rather than a core value. This split highlights a
significant opportunity to integrate sustainable values
more deeply into everyday consumer habits. Chitra
takes this challenge head-on, redefining “sustainability”
as “responsibility”—a practical approach focused on
reducing harm rather than achieving an unrealistic — Chitra Subyakto
ideal of zero impact. Founder of Sejauh Mata Memandang

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 Media Habits Shaping Indonesian Millennials and Gen Z

The Five Pillars of Circular Fashion Building a More Inclusive Future in Fashion
The launch of Studio Sejauh in 2024 was a significant Despite the strides made in promoting circular fashion,
step forward in Chitra’s vision for circular fashion, but many small brands and artisans still struggle to adopt
it also highlighted areas that need further development. responsible practices due to a lack of resources and
Designed as a collaborative hub, Studio Sejauh brings knowledge. Bridging this gap is crucial for making
together artisans, designers, and brands to create circular fashion a more inclusive and widespread reality.
products based on circular principles. Providing access to education, sustainable materials,
and collaborative opportunities is key to fostering
Repair Recycle Reuse Resell Rewear
a community that values and implements circular
“Studio Sejauh was born out of the need principles.
Circular fashion is centered around five key principles: and upcycling foster creativity and innovation, to connect those who want to produce
repair, recycle, reuse, resell, and rewear. Each step turning discarded items into something new and In summary, there’s a noticeable shift towards more
responsibly with the artisans and resources
is crucial in pushing the fashion industry towards a valuable. Reselling extends the life of clothing, sustainable habits, with thrift shopping and circular
that can help them do so”
more sustainable future. Encouraging consumers to making sustainable fashion more accessible and fashion gaining traction among younger generations who
repair their clothes can help break the cycle of fast challenging the notion that everything must be brand value both style and sustainability. This trend reflects a
fashion and reduce waste. Recycling old garments new. Rewearing clothes challenges the pressure to complex picture of modern shopping behaviors, where
— Chitra Subyakto
into new materials decreases the demand for virgin constantly have something new, promoting a shift Founder of Sejauh the desire for quick gratification meets a rising awareness
resources and reduces environmental impact. Reusing towards valuing longevity and versatility in fashion. Mata Memandang of environmental impact. As these trends continue to
evolve, it’s clear that the balance between convenience
and conscious choices will play a crucial role in shaping

Minimalism as a Counter-Trend Among Young People

the future of consumer behavior.

Redefining Media Habits For

In response to the overload of fast fashion and
consumerism, a minimalist trend is gaining ground
among Millennials and Gen Z. Movements like

Indonesian Millennials and Gen Z

#CapsuleWardrobe2024 promotes owning fewer, high-
quality pieces that offer versatility and encourage
thoughtful choices over quantity. This minimalist
mindset appeals to those who wish to simplify their
Web media portals are a key news source for both Gen Z and Millennials in Indonesia, reflecting their shift toward digital
lives and minimize their environmental footprint.
consumption. This trend is especially strong among Gen Z, who frequently turn to these platforms for quick updates.
Millennials, particularly in smaller cities, also engage heavily with online news, favoring the convenience and variety it
“A capsule wardrobe isn’t just about offers. With improving internet access, these platforms have become vital in meeting the diverse informational needs of
owning fewer clothes; it’s about making Indonesia’s audience.
thoughtful choices that reflect your
personal style and values. In a world Nomad media is on the rise, captivating both Millennials and Gen Z by merging the creativity of content creators with
the credibility of journalism. These digital-first platforms deliver compelling stories and real-time updates that resonate
overwhelmed by trends, focusing on
with younger audiences seeking authenticity and engagement. As these media channels grow, they are transforming
quality and sustainability offers a sense of
news consumption, offering a fresh, interactive approach that aligns perfectly with the digital habits of today’s youth.
freedom and peace that’s truly timeless”
In a world flooded with information, the blue tick on social media once symbolized credibility. However, as its meaning
— Cempaka Asriani has shifted, media outlets are finding new ways to build trust by fostering genuine connections and transparency.
a fashion journalist
This change reflects the values of Millennials and Gen Z, who are looking for real, meaningful interactions and reliable
and founder of
information, driving a positive shift toward more authentic communication.
SARE Studio

Social media trends are driving exciting changes in consumer behavior among Millennials and Gen Z. Platforms
like TikTok and Instagram are leading to more spontaneous shopping through engaging ads and influencer
recommendations, making discovering and purchasing new products easier and more enjoyable. This trend towards
Her journey towards a capsule wardrobe, driven
immediacy is not just about quick buys—it’s about connecting with brands in a fun and personal way, turning shopping
by personal experiences and a commitment to
into a more interactive and satisfying experience.
sustainability, underscores the rising appeal of
minimalism.
At the same time, there’s a vibrant shift towards sustainability and conscious consumption. Influencers are championing
thrift shopping and second-hand fashion, and platforms like Huntstreet, Tinkerlust, and Banananina are gaining
popularity among eco-conscious consumers. This trend highlights a growing desire to combine style with sustainability,
as Millennials and Gen Z look to make choices that reflect their values while still staying fashionable and on-trend.

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 Entertainment and Hobbies of Young Indonesians

Chapter 6

Entertainment
and Hobbies
115 Rediscovering Passions with Nostalgia and Authenticity

117 The Revival of Musical Theater in Indonesia

119 The Emotional Connection in Today’s Music

1
123 Redefining Travel and Exploration with TikTok

128 The Evolution of Indonesian Cinema

134 Revolutionizing Content & The Future of Podcasts and

Short-Form Videos in Indonesia

138 Paving the Way for Indonesia’s Gaming Revolution

142 Rediscovering Passions in Entertainment and Hobbies

113
 Entertainment and Hobbies of Young Indonesians

Rediscovering Passions with The recent success of the Keluarga Cemara Musical
Theatre Show exemplifies how nostalgia can revive old
“This story has endured across
generations, which is truly awe-

Nostalgia and Authenticity

stories, making them relevant for today’s audiences while
inspiring and demonstrates just
retaining their timeless appeal.
how much Indonesians value
family and the nostalgia tied to the
shows they grew up with. We didn’t
have to explain much about the
Nostalgia’s Strong Grip on Indonesian Millennials and Gen Z
show’s premise because everyone
remembers it and is excited to
70% 68% 60% 53% 34% see how we adapt this story to
today’s context. It’s crucial to make
this adaptation relevant, so new
audiences who aren’t familiar with
the original can still connect with it”

Movies Music TV Shows Video Games Books

*Multiple-response questionnaires allow the total result to exceed 100%

Nostalgia is a powerful force for Indonesian Millennials However, while nostalgia has its place, there is a
and Gen Z, particularly in entertainment. It’s more growing call for balance with new content. About 58% — Pasha Prakasa
Director & Choreographer of Musikal
than just a fleeting trend—it’s a significant way these of respondents enjoy new adaptations of old media and
Keluarga Cemara
generations connect with the media they love. Around 56% appreciate revivals, but 34% feel overwhelmed by
70% of them feel a strong sense of nostalgia with movies, the sheer amount of nostalgic content. This highlights a
68% with music, and 60% with TV shows, indicating a demand for innovative storytelling that mixes the familiar
deep emotional attachment to media from their past. comfort of nostalgia with fresh, engaging ideas. Brands
Whether it’s rewatching classic ‘90s films or early 2000s and content creators must tread carefully—overreliance
TV shows, these experiences offer a comforting link to on nostalgia can dull its impact and lead to audience
their younger years. Remakes and streaming platforms fatigue.
have made these nostalgic pieces easily accessible, Boss Creator, a major player in Indonesia’s music “Nostalgia is a big part of why
allowing these generations to relive their favorite scene and part of the IDN Ecosystem, understands the people love music. It brings back
moments with a modern twist that resonates with appeal of nostalgia, especially for Millennials and Gen
memories and allows people
today’s culture. Z who love revisiting the past. Their flagship festival,
to reconnect with their past. At
Pestapora, leverages this longing for “the good old days,”
drawing over 120,000 attendees each year for a three-day
Pestapora, we create a space where
celebration of local music talent. For 2024, Boss Creator is fans can enjoy the music that means
Balancing Nostalgia with Fresh Content
amplifying nostalgia by featuring artists who will perform the most to them”
their debut albums in full, including favorites like White
Shoes & the Couples Company, The Brandals, Soulvibe,
58% 56%
Rumahsakit, Pure Saturday, and Efek Rumah Kaca. This
focus on music that fans grew up with sets Pestapora
apart as a unique celebration of Indonesia’s musical
heritage.
34%

— Kiki Aulia Ucup

Enjoy New Versions of Classic Media Appreciate Revivals of Old Media Feel There Are Too Many Unoriginal Shows Co-Founder of Boss Creator

*Multiple-response questionnaires allow the total result to exceed 100%

115 116
 Entertainment and Hobbies of Young Indonesians

Lights Up! Let The Show Begins…

“The resurgence of live theater has Aulion has witnessed firsthand the transformative
been incredibly inspiring and fills power of social media in introducing musical theater
to younger generations. In the past, theater was
me with optimism as a creator. It’s a
mostly experienced through live stage performances
reminder of the endless possibilities
or, occasionally, on television. Today, platforms like
to evolve and grow by using different Instagram and YouTube make it easier than ever to
platforms and creating diverse content reach new audiences. When people see entertaining
formats. At the same time, I stay true snippets or even entire performances online, it piques
to what I do best—creative storytelling their curiosity and opens them up to exploring musical
and vibrant, explosive visuals that theater further. It’s been incredible to see how these
blend humor with cultural themes” platforms not only create trends but also bring this art
form to life for a broader audience.

However, Aulion acknowledges the challenges that

come with this shift, especially when audiences are
accustomed to free online content. Despite this, he has

The Revival of Musical Theater

noticed a positive change: more people are now willing
to pay for theater experiences, suggesting a growing
market for live performances in Indonesia. This change

in Indonesia
in audience mindset motivated him to bring Musikal
Dangdut to the stage, seeing it as an opportunity to tap
— Aulion
into a burgeoning trend.
Content Creator and Initiator of
Live theater in Jakarta began making a cautious return in late 2022 with productions like Rent and Cek Toko Musikal Dangdut Kukejar Kau Sayang
Sebelah, marking a tentative step back to the stage. By 2023, the theater scene gained momentum with more For Aulion, the magic of live theater lies in its emotional
productions like Ken Dedes and Chocolate Factory, reflecting renewed confidence among theater groups. But 2024 impact and the unique, shared experience it offers—
has been a turning point, not just with more productions, but with innovative new shows. something digital content simply can’t replicate. The joy
and surprise on people’s faces when they encounter live
However, it wasn’t just about returning to the old ways; 2024 also saw the emergence of innovative productions : music and acting for the first time is priceless. These
immersive, unforgettable moments are what make
theater so special and fuel his passion for the art form.

A Bold Step Forward for Indonesian Theater

Musikal Keluarga Cemara represents
Visinema’s ambitious leap into
musical theater, adapting Arswendo
Atmowiloto’s beloved story of an
Indonesian family. With 30 shows
over 25 days at Ciputra Artpreneur,
this production pulls out all the stops,
showcasing the full force of a major film
company’s resources. This scale and
dedication, complete with extensive
marketing and strong support for
cast and crew, highlight a production
budget that likely exceeds any recent
Indonesian musical. Despite initial
concerns about ticket sales, the show
quickly sold out, demonstrating the
robust demand and appreciation for
local theater.

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 Entertainment and Hobbies of Young Indonesians

Yet, the success of these shows also underscores the Concert Attendance Frequency in the Past Year There is a high level
“We were really worried about the need for more government support to provide adequate of engagement among
risks tied to such a big investment. performance spaces throughout the country. 68% 24% 6% 2% Indonesian concert-goers,
with 68% of respondents
Even with the strategic timing
attending 1-3 concerts in the
during school holidays and a strong “Unlike box office movies, which can be past year. This frequency
promotional push, at the beginning watched later in different formats, live theater indicates a strong demand
we weren’t sure we could fill a 1,157- relies on the instant connection and euphoria for live music events,
seat theater 30 times. So yeah, I was of a live performance. That’s why we need reflecting the cultural
nervous. The first week was intense. more proper venues to elevate the quality of our significance of music and
But then, people started showing theater shows” 1 -3 times 4 -6 times 7 - 10 times > 10 times entertainment in their lives.

up. Tickets began flying off the

shelves on our partner sites. By the
last two weeks, we were completely
sold out. It was amazing to see that

51%
Affordability is a key factor
kind of demand and appreciation
for Indonesian concert-
from the audience. Such a humbling goers, as evidenced by 51%
experience, indeed” of attendees preferring
to spend less than IDR
— Naya Anindita

of Concert Attendees
Director of Serial Musikal Nurbaya 1,000,000 on concert tickets.
and Payung Fantasi This preference for lower-
priced tickets indicates
that while there is a strong prefer to spend less than IDR 1,000,000
As the Indonesian musical theater scene continues to grow,
interest in attending live on concert tickets, showing a
it’s clear that more state support is essential to sustain this
resurgence and ensure it thrives as both an art form and a
events, the cost remains a
preference for affordability
crucial consideration.
cultural force.

— Pasha Prakasa
Director and Choreographer of Musikal
Keluarga Cemara
“When it comes to Pestapora, affordability
is more than just a strategy; it’s our edge.
By keeping prices accessible, we’re not just

The Emotional Connection filling areas—we’re making a statement. We’re

bringing people from all walks of life together

in Today’s Music
to celebrate Indonesia’s diverse music scene.
Whether you’re into dangdut or electronic
disco, Pestapora is a place where everyone can
explore and enjoy different genres, making
Understanding Concert-Goers: Spending Habits music truly accessible to all”
and What Draws Them In
The live music scene in Indonesia is Age Distribution of Indonesian Concert-Goers
largely driven by a young audience,
with 52% of concert-goers falling in the 52% 32% 10% 6%
17-25 age range and 32% aged 26-35.
This significant representation of Gen
Z and Millennials suggests that these
generations are the most enthusiastic
about attending music events. — Riandika Winandatama
17 - 25 years old 26 - 35 years old 36 - 45 years old 46 - 55 years old Co-Founder and Head
of Business Boss Creator

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 Entertainment and Hobbies of Young Indonesians

Cracking the Code of Going Viral: Musicians To Watch In 2025…

What Makes Content Explode in Popularity Bernadya broke into the Indonesian music scene with her
2024 debut album, Sialnya, Hidup Harus Tetap Berjalan.
Social media has transformed the music industry, turning what was once a private act of listening into a public expression Produced by Rendy Pandugo, the album’s standout track,
of identity. For Millennials and Gen Z, platforms like Instagram and TikTok are not just apps; they are stages for showcasing “Satu Bulan,” captures the raw emotions of a breakup,
their musical tastes and personal brands. It’s no longer about listening in solitude—it’s about sharing, curating, and hitting hard for listeners of all ages. Her knack for
connecting through music. expressing real feelings, along with collaborations with
artists like Petra Sihombing, has made her a go-to voice
“Most artists today aren’t just musicians; they’re also content for Millennials and Gen Z. Her music speaks directly to
creators. Social media is essential for building deeper connections a digital-savvy crowd craving honesty, proven by her
with fans. It’s not just about promoting songs anymore—it’s about success on the Spotify charts and her record as the first
fan engagement. Live Streaming, in particular, offers a real-time Indonesian artist to reach 2 million streams in a single day.
way for artists to connect directly with their fans, creating unique
interactions that can possibly grow their listeners and fans that “Authenticity for me means
traditional methods can’t replicate. It’s about growing and fostering — Triari Senawirawan Bernadya’s hit single “Satu staying true to who I am, even if
a community and giving fans a reason to be closer to the artist and Country Managing Director
to keep coming back” at Warner Music Group Indonesia Bulan” has broken records, it means not following the typical
structure or formula that everyone
becoming the first song to expects. My songs may not
achieve over 2 million daily always have a catchy chorus, but
streams on Spotify Indonesia they tell a story—my story—and
that’s what matters most to me.
Achieving 2 million daily streams
But Bernadya isn’t interested in playing by the usual is exhilarating, but it also brings
industry rules. She sticks to her voice, choosing real a certain pressure. I constantly
interactions over staged promotions. For her, social media remind myself that while numbers
isn’t just about marketing; it’s a way to connect. Inspiration
are important, they shouldn’t
for her songs comes from everywhere—personal stories,
dictate the direction of my music”
films, books, everyday conversations. While she’s open to
feedback, she uses it to shape her music without losing her
core identity. No matter how big the numbers get, Bernadya — Bernadya, Singer-Songwriter
is all about keeping it real.

Consider the “Gak Bisa Yura” trend, which took over TikTok, in just one day and topping YouTube’s trending list. The

Most Popular Local Musicians

Instagram, and X. It all started with a video of Yura Yunita hashtag #GalaBungaMatahari trended on X as fans shared
delivering a powerful performance of “Risalah Hati” by their emotional reactions, turning the song into a cultural
Dewa 19, filled with raw emotion that struck a chord with touchstone.
viewers. This sparked a wave of memes and remixes, with
the hashtag #GakBisaYura becoming a way for people to Fans have also shifted from being passive listeners to active
share their own struggles and tough moments, showing participants in the music scene. Gen Z, in particular, loves
how a single authentic moment can snowball into a cultural remixing, covering, and putting their own spin on songs,
phenomenon. turning them into co-creators who can propel a track up the
charts. This evolution from passive consumption to active
Look at Sal Priadi’s “Gala Bunga Matahari” Released in June participation shows just how deeply social media is woven
2024, the song quickly went viral, capturing themes of love, into the fabric of the music industry. Bernadya Sal Priadi Mahalini Lyodra Fiersa Besari

loss, and longing that deeply resonated with audiences. Its

emotional impact made it a favorite on TikTok, where users For Indonesian Millennials and Gen Z, authenticity isn’t just
used the song to express feelings of missing loved ones. By a preference—it’s a necessity. They crave content that feels
August, it had amassed over 63 million streams on Spotify genuine and reflects their own experiences, whether it’s joy,
and featured in more than 205,000 TikTok videos. The heartbreak, or the day-to-day struggles of life. This demand
music video, starring child actress Gempita Nora Marten, for authenticity is why emotionally charged songs that speak
added even more emotional weight, hitting 1 million views to their realities resonate so deeply, making these generations
the driving force behind today’s entertainment landscape.
Nadin Amizah Hindia Tulus Vierratale Raim Laode

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 Entertainment and Hobbies of Young Indonesians

Redefining Travel and Exploration How TikTok is Revolutionizing Travel Planning

with TikTok According to TikTok’s The impact of TikTok on travel planning is clear.
Users aren’t just passively consuming content; they are
global app data, the actively engaging with videos that shape their travel

How Much Are Millennials and Gen Z platform inspires choices. For instance, relaxing holidays are the most
searched category, making up 66% of all travel-related

Willing to Spend on Travel? 74% of unplanned searches on the platform. City breaks follow at 58%,

purchases of travel- while adventure holidays and luxury escapes attract

40%
42% and 30% of users, respectively. This data shows a
TikTok is rapidly changing the way Millennials related products or significant trend: younger generations are using TikTok
and Gen Z approach travel, turning the not just to dream about travel but to make concrete
platform into a primary tool for discovering services decisions about where to go and what to do.
and planning their trips. What began as a

of Gen Z Respondents Favorite Holiday Destinations

hub for short, entertaining videos has evolved
into a powerful travel resource, where user-
generated content (UGC) blends seamlessly
with engaging, dynamic videos to inspire now prefer using TikTok and
new adventures. With travel-related search Instagram for travel-related searches
terms like “cheap flights” and “travel hacks”
racking up 117 million views globally, TikTok’s
over traditional search engines
influence in the travel sector is undeniable. according to Google’s internal data

66% 58% 42% 30%

Relaxing Holiday City Breaks / Holidays in Nature Luxury Holidays
Urban Getaways

This shift is highlighted by the

sheer volume of content being
produced—64 million videos are
uploaded daily on TikTok in 2024 Turning Travel Dreams into Reality:
alone. Users see UGC as highly
TikTok’s Influence on Indonesian Travel Trends
authentic and rely on it heavily
when making travel decisions,

67%
often even before consulting According to our survey, 67% of Millennials
and Gen Z planning to travel in the next 12
traditional search engines. TikTok
months use TikTok to share their experiences
has become the go-to platform or seek recommendations. This statistic
for travel inspiration, offering underscores TikTok’s dual role as both an
everything from stunning visuals
of hidden destinations to practical of Millennials inspiration hub and a sharing platform
for travelers in Indonesia. It’s a golden
tips and tricks that make travel more
accessible. The platform’s ability
and Gen Z opportunity for travel brands to engage
with these audiences by creating content
that resonates with their desires and habits.
to provide a personalized, visually planning to travel in the As TikTok continues to rise as a go-to
engaging experience makes it a next 12 months use TikTok platform for travel planning, it’s essential for
crucial tool for today’s travelers. to share experiences or seek marketers to align their strategies with this
behavior to capture the attention of these
recommendations digitally savvy travelers.

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 Entertainment and Hobbies of Young Indonesians

The Impact of Content Creators in Crafting Millennials are explorers Gen Z is driven by immediacy
Travel Aspirations at heart and social visibility

Seeking meaningful travel experiences that Their travel choices are often inspired by what’s
Key Influences on Travel Choices
immerse them in local cultures and histories. trending on social media, opting for destinations

38% 33% 29%

Millennials prioritize destinations that offer that provide eye-catching, shareable moments.
depth and opportunities for personal growth, For them, travel is about capturing the now and
often choosing lesser-known spots where they amplifying it through their digital presence,
can connect with the essence of a place beyond favoring trips that deliver quick hits of adventure
its tourist facade. and aesthetic appeal.
Are Budget Conscious Looks for Adventure Prioritizes
Travelers in Nature Ease of Travel

Platforms like Instagram and TikTok have

When selecting travel destinations, Millennials and ecotourism and adventure travel. Lastly, ease of travel
become the new travel agents, shaping these
Gen Z in Indonesia focus on three key factors. First, plays a significant role, emphasizing the need for
choices more than ever before. No longer just
cost is the most crucial consideration, showing a strong straightforward and hassle-free experiences, such as
spaces to share memories, these social media
preference for affordable travel options. This trend is simple visa processes, accessible transportation, and
giants are now the go-to sources for travel
consistent with the global behavior of TikTok users, well-developed travel infrastructure. These insights
inspiration for both Millennials and Gen Z.
who frequently search for budget-friendly travel hacks from our survey underscore the distinct needs and
tiket.com, for example, has expertly tapped into
and deals. Second, there is a notable preference for preferences of Millennials and Gen Z, offering valuable
this trend by leveraging user-generated content,
destinations with natural beauty and opportunities guidance for travel brands to customize their offerings
content creator partnerships, and real-time
for outdoor activities, indicating a growing interest in effectively.
engagement, placing itself at the forefront of this
shift in travel culture.

Exploring the Globe: How Adventurous Millennials “The idea of a ‘viral travel moment’
is more crucial than ever, with
and Gen Z Are Redefining Travel destinations trending on TikTok
becoming must-visit spots, especially
Content creators also play a
growing role in shaping the
Our survey reveals that respondents for younger travelers. This shift
towards user-generated content signals
travel decisions of Millennials are 4.1 times more likely to look to a fundamental change in how travel
and Gen Z. Their influence is
significant, and partnering with content creators for travel inspiration choices are made—young travelers
prioritize authenticity and relatability,
popular creators is a proven
strategy for brands looking to
during their trips engaging with real-life experience
connect with these younger content rather than polished
audiences. Sponsored posts, commercial advertising”
collaborative travel series, and
exclusive partnerships with
creators who resonate with the
target demographic can deliver
authentic and engaging content,
building trust and loyalty. TikTok,
in particular, has evolved from
being merely an entertainment
platform to becoming a powerful
search engine for travel,
fundamentally altering how — Gaery Undarsa
younger generations discover Co-Founder & CMO of tiket.com
and plan their journeys.

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 Entertainment and Hobbies of Young Indonesians

The Evolution of
Indonesian Cinema
Financial technology is also reshaping how
Millennials and Gen Z think about travel.
‘Buy Now, Pay Later’ services like Pay Later
have revolutionized the market by allowing
younger travelers to book trips without the
burden of immediate full payment. This
What’s Capturing the Audience’s Imagination?
aligns perfectly with their financial habits,
where flexibility is key.

“Pay Later has been a game-changer

for the travel industry, particularly
for younger travelers who view
travel as a lifestyle and are now
exploring more than ever. While it
makes travel more accessible, it also
comes with the responsibility to
Agak Laen The Architecture Seni Memahami Siksa Kubur Vina:
ensure spending wisely” of Love Kekasih Sebelum 7 Hari

— Gaery Undarsa
Co-Founder & CMO of tiket.com
Badarawuhi di Desa Ipar adalah Maut Pemandi Jenazah Ancika: Dia yang Sekawan Limo
Penari Bersamaku 1995

Understanding these generational

nuances is crucial for any travel business
aiming to capture the attention of these
influential groups. Millennials and Gen Z
are united by their desire for authenticity,
personalization, and convenience in their
travel experiences. Post-pandemic, there has
been a noticeable shift towards local and
sustainable tourism, with younger travelers
in Indonesia increasingly exploring domestic
destinations that offer eco-friendly and
mindful experiences. This trend reflects a
broader movement toward wellness and
sustainability, as Millennials and Gen Z seek
out travel that allows them to reconnect with
themselves and the world around them.

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 Entertainment and Hobbies of Young Indonesians

“From the start, the idea for this film

was to explore how to love someone
who has gone through profound loss. At
this point in my life, I want to express
even more love to my mom, who became
a widow after losing my dad when I
was in middle school and later my older
sister, leaving her to navigate life filled
with grief. That’s why I chose a black-
and-white theme and a widow as the
central character—to explore whether
my mom could find another chance,
even if just for herself, to love again and
allow herself to be loved. This narrative
resonates deeply because grief is a
universal experience that everyone will
face at some point”

Innovating Beyond the Norm:

Expanding Indonesian Cinema Beyond Horror
Laurens’ words, shared during the press conference for
Falling in Love Like in the Movies at Epicentrum XXI,
highlight the film’s emotional core and its connection to
In 2024, Indonesia’s film industry has continued to risk of creative fatigue setting in, both for filmmakers universal themes of loss and love.
captivate audiences, particularly through the horror and audiences. The challenge now is not just to produce
genre, which dominates the box office with a lineup horror films but to innovate within the genre, offering The recent rise in romantic dramas and comedies
— Yandy Laurens
that includes titles like Vina: Sebelum 7 Hari and fresh takes that can reignite interest and keep viewers indicates that Indonesian cinema is ready to diversify.
Director of Falling in Love
Badarawuhi di Desa Penari. Yet, while horror films have engaged. Films like The Architecture of Love suggest that
Like in the Movies
clearly struck a chord with the Indonesian public, there audiences are eager for stories that evoke a range of
is a noticeable shift toward more grounded, realistic This year’s breakout film, Agak Laen, a horror-comedy, emotions—laughter, tears, and introspection. This
storytelling across different genres. This evolving trend offers a glimpse into a potential future for Indonesian trend towards relatable storytelling presents a golden
suggests that viewers are beginning to crave narratives cinema. By blending humor with horror, it has opportunity for filmmakers to broaden their horizons.
that go beyond the supernatural and engage with more successfully reimagined what a horror film can be, With the digital age reshaping how films are consumed,
relatable human experiences. proving that audiences are hungry for innovation and streaming platforms have opened new avenues for
novelty. The film’s commercial and critical success diverse content distribution, allowing for a wider range
Indonesia’s cinematic landscape this year is a testament should serve as a wake-up call to filmmakers and of genres and storytelling methods to flourish.
to the nation’s enduring love affair with its folklore and producers: the time has come to push the boundaries of
the supernatural. The popularity of horror films, which genre and explore new storytelling possibilities. To sustain its growth and avoid creative burnout,
draw heavily from local ghost stories and urban legends, Indonesia’s film industry must embrace innovation
reflects a deep cultural resonance. Films like Siksa Alongside horror, there is a burgeoning interest in stories and diversity. While horror will always have a place
Kubur and Kereta Berdarah are not just box-office hits; that are more intimate and rooted in everyday life. Films in the hearts of Indonesian moviegoers, it should
they are cultural phenomena that tap into the collective like Jatuh Cinta seperti di Film-film and Ancika: Dia not be the only story we tell. There is a need for
imagination. However, this heavy reliance on horror yang Bersamaku 1995 show that there is an appetite fresh perspectives—be it through horror-comedies,
also raises concerns: is the industry leaning too hard for romantic comedies and dramas that offer a slice of psychological thrillers, or heartfelt romantic dramas.
on its haunted roots? Are we on the verge of a horror real life, with relatable characters and mature themes. The future of Indonesian cinema lies in balancing the
renaissance, or are we risking creative stagnation? Director Yandy Laurens’ work on Falling in Love Like old with the new, honoring cultural roots while daring to
in the Movies, which portrays the nuanced relationship push the envelope. By doing so, the industry can remain
The economic allure of horror films cannot be of a couple in their 40s, is a prime example. The film’s vibrant and relevant, ready to meet the evolving tastes of
ignored—they are relatively inexpensive to produce and realistic dialogue and emotional depth struck a chord audiences who are eager for more varied and nuanced
consistently deliver strong returns. But this financial with viewers, proving that Indonesian audiences are storytelling.
success comes with a downside: market saturation. ready for narratives that move beyond fantasy to explore
With a constant stream of horror releases, there is a genuine human experiences.

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 Entertainment and Hobbies of Young Indonesians

The Journey of Agak Laen from Podcast The top 3 favorite genres for Indonesian Millennials
to Box Office Hit and Gen Z
Agak Laen was born out of a simple idea—a “From a marketing perspective,
podcast created by four comedians from having an established IP or
North Sumatra, Boris Bokir, Indra Jegel, Oki something that already resonates
Rengga, and Bene Dion, who were already with audiences is a big advantage.”
familiar faces in Indonesia’s comedy scene.
— Ernest Prakasa
Launched during the COVID-19 pandemic, the
Producer of Agak Laen
podcast offered these comedians a way to
stay connected with their audience and keep
their creativity alive when live performances Ernest’s point was spot on—the “Agak Laen” brand,
were off the table. What started as a casual coupled with the comedians’ popularity, generated a
project quickly struck a chord with listeners buzz long before the film’s release. The established fan
nationwide, turning Agak Laen into a unique base and familiar content smoothed the path to this
brand with a rapidly growing fan base. new format, helping the film reach a wide audience and
ensuring a strong box office performance.
The secret to the podcast’s appeal was the
undeniable chemistry between the four The film’s success was also a testament to the strong Comedy Romance Action
hosts. Each brought something different to performances of Boris, Indra, Oki, and Bene, who
the table—Boris’s dry humor, Indra’s slapstick brought their podcast personas to life on the big
antics, Oki’s sharp observations, and Bene’s screen. Their ability to shift seamlessly from audio to

Binge-Watching in Indonesia: Beloved

clever commentary. This mix of styles created visual storytelling made the movie feel like an organic
a lively and engaging show that resonated extension of the podcast, boosting its appeal.
with a broad audience. As the podcast’s Entertainment or Cause for Concern?
popularity soared, it was clear that Agak Laen Agak Laen wasn’t just a box office success; it reshaped
had become more than just an entertainment the possibilities for original content in Indonesian
outlet; it was evolving into a valuable cinema. It stood out as the only film with an original It’s easy to see why: the
convenience of watching back-
Binge-watching is sweeping
through Indonesia, with 40% of
intellectual property (IP) with significant screenplay among the top 10 highest-grossing
potential. Indonesian films since 1998, breaking away from the to-back episodes is a great escape

Sensing an opportunity, the comedians

dominant trend of adaptations and remakes. The other
films in this category include adaptations of viral
from daily life. Whether it’s a
gripping drama, a laugh-out-
Millennials and Gen Z regularly
decided to take Agak Laen to the next level Twitter threads like KKN di Desa Penari and Sewu Dino, loud comedy, or a spine-tingling
horror series, binge-watching
watching multiple episodes in a
remakes such as Warkop DKI Reborn: Jangkrik Bos!
single sitting
by making a film. They teamed up with the
production house Imajinari to translate their Part 1 and Miracle in Cell No 7, sequels to remakes like has become a go-to way for many
humor and chemistry to the big screen. This Pengabdi Setan 2: Communion, novel adaptations like Indonesians to relax and unwind.
leap from podcast to film felt like a natural Dilan 1990 and Laskar Pelangi, and movies based on true
evolution, as the cast’s rapport and comedic stories like Habibie & Ainun.
timing had already captivated fans. In a
pivotal podcast episode, they brought in Ernest The film’s success is a powerful reminder of the value 46% of Millennials About 38% of parents say
Prakasa, a seasoned producer at Imajinari, to
discuss adapting their hit podcast into a movie.
of originality and the untapped potential for creative
innovation in Indonesian cinema.
admit to binge- they’ve gotten closer to their
watching often kids by watching shows
The appeal is all about control and together
comfort—being able to pick what you
“We never anticipated such a response. It shows there’s a want to watch and when you want
Binge-watching has also turned into a surprising way for
hunger for originality, and if you create something with to watch it, all without leaving your
families to bond. It’s not just about the screen time; it’s
sincerity and authenticity, people will connect with it. ‘Agak about sharing laughs, discussing plot twists, and enjoying
couch. For many, it’s more than just
stories as a family. In a world where technology often pulls
Laen’ was a passion project that resonated far beyond our entertainment; it’s a way to destress
us apart, it’s nice to see it bringing people together in a
expectations” and find a bit of solace after a busy day.
simple, everyday way.
It’s a small comfort that fits perfectly
— Muhadkly Acho, Scriptwriter of Agak Laen into the fast-paced modern world.

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40% of respondents feel happy after they binge-watch their

favorite shows and 49% claim to have missed social events
Revolutionizing Content & The
to continue binge-watching Future of Podcasts and Short-
While binge-watching offers a convenient escape
from reality, there are physical drawbacks to consider.
From a strategic standpoint, binge-watching has
significantly influenced how content is produced and
Form Videos in Indonesia
Prolonged hours spent in front of a screen can reduce marketed. Netflix’s approach to allowing content to be

Revenue in Indonesia’s
physical activity, contributing to a more sedentary consumed at the viewer’s pace, whether through binge- The podcast and video content scene in Indonesia
lifestyle, which isn’t ideal for overall health. It’s easy to watching or more traditional episodic viewing, caters to is buzzing with excitement and potential, especially
become so engrossed in back-to-back episodes that you a digital-savvy audience that values control over their as we look ahead to 2025. Podcasts are no longer just Music, Radio & Podcasts
forget to stand up and move around, leading to potential entertainment. However, balancing the addictive nature
health risks associated with prolonged inactivity. of binge-watching with the need for healthy viewing
about audio—they’re evolving into rich, multimedia
experiences that blend sound with visuals on
market is expected to hit
However, there are third-party apps available, such as
Teleparty and Scener, which, as Putri Silalahi, Head of
habits is crucial. Features like the “Are you still watching?”
prompts serve as gentle reminders for viewers to take
platforms like YouTube and TikTok. This shift isn’t $379.1 million in 2024, with
just about following global trends; it’s about reshaping
PR at Netflix Indonesia, explains, allows people to watch breaks and practice more mindful consumption. Despite how we consume and engage with content, making it an average annual growth
of 3.84%, reaching around
content together, creating shared viewing experiences these challenges, binge-watching remains hugely popular more immersive and interactive.
from the comfort of their homes. This not only helps in Indonesia, highlighting our love for engaging stories
mitigate the isolation often associated with binge- and the transformative impact digital platforms have on $457.6 million by 2029
watching but also taps into the growing trend of hybrid how we connect with content.
social experiences, where digital platforms facilitate
communal activities that resemble real-life gatherings.

In Indonesia, this trend is fueled by a young audience—

Millennials and Gen Z—who are drawn to the flexibility
and depth podcasts offer, whether they’re listening
“It’s all about striking the right balance between enjoying your
during their commute or watching on YouTube. On the
favorite shows and keeping a healthy lifestyle. Entertainment
video front, Indonesia is embracing short-form content
should enrich our lives, not overwhelm them” in a big way. Platforms like TikTok, Instagram Reels,
and YouTube Shorts are redefining what it means
— Putri Silalahi, Head of PR, Netflix Indonesia
to capture an audience’s attention, shifting towards
shorter, punchier videos that are easy to share and go
viral quickly. The 2023/2024 Tourism and Creative
Economy Outlook highlights that this format is more
than just a trend; it’s becoming the new normal for
how Indonesian youth engage with media. This shift
towards bite-sized content is pushing creators to think
outside the box, constantly innovate, and adapt to the
fast-paced digital landscape.

But there’s a twist: the rise of audio-visual podcasts is

blending the best of both worlds—audio storytelling and
visual engagement. YouTube, with its vast user base
in Indonesia, has become the go-to platform for this
new format. Creators like Deddy Corbuzier are at the
forefront, using their channels to host podcasts that mix
deep conversations with dynamic visuals, making them
more engaging and accessible for young viewers. These
audio-visual podcasts are not just about entertainment;
they’re about creating a space for meaningful dialogue
and diverse perspectives, catering to an audience that
values authenticity and depth.

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Podcast Consumption Behaviour of Indonesian Preferred Podcast Genres (Excluding Business and Socio-Cultural)

Millennials and Gen Z 64% 62% 60% 59% 58% 57% 42% 39% 38%
When it comes to tuning in to their favorite podcasts, Preferred Time for Watching / Listening to Podcasts
Indonesian Millennials and Gen Z show a clear pattern

46% 39%
in their listening habits. Early morning, between 07:00
and 09:00, are prime time for these listeners, with 46%
preferring to start their day with a podcast during their
commute or morning routine. This isn’t just about filling
time; it’s about making the most of those quiet hours, Millennials and Gen Z Millenials and Gen Z
turning commutes into moments of learning or laughter. prefer watching or are drawn to watching Motivation Comedy Self- Health and Education Horror and Religion Family and Politics and
As the day winds down, another peak emerges between and Development Lifestyle Mystery Romance News
listening to podcasts or listening to podcasts Inspiration
17:00 and 20:00, with 39% of respondents opting to listen in the early morning, at night, between 17:00
during their journey home or while unwinding after a long between 07:00 and 09:00 and 20:00 *Multiple-response questionnaires allow the total result to exceed 100%
day. These windows of opportunity reflect a lifestyle that
seamlessly integrates podcasts into daily routines, turning
otherwise mundane moments into engaging experiences. When it comes to content, Indonesian Millennials and
Gen Z are looking for more than just entertainment—
they’re seeking inspiration and growth. The most popular
podcast genre is “Motivation & Inspiration,” with 64%
of respondents choosing this type of content. It seems
Preferred Podcast Duration
these listeners are on the lookout for uplifting stories and
In terms of podcast length, Indonesian Millennials
motivational insights that can provide a positive boost
20 - 30
and Gen Z are clear about what they want: a balance
in their daily lives. Close behind, 62% favor “Comedy,”
minutes between depth and brevity. The sweet spot appears
<20 38% highlighting a strong desire for humor and light-hearted
minutes to be between 30-60 minutes, preferred by 43% of
content that offers a break from the stresses of daily life.
listeners who likely enjoy a deep dive without feeling
12% Other popular genres like “Self-Development,” “Health &
overwhelmed. Right behind, 38% lean towards the 20-
Lifestyle,” and “Education” resonate with those keen on
30 minute range, ideal for quick insights and easily
>60
7% personal growth and continuous learning, reinforcing a
minutes
digestible content. These durations suggest that
trend towards content that not only entertains but also
for many, podcasts are a companion for commutes,
enriches and empowers.
workouts, or breaks—long enough to immerse but short
30 - 60
enough to finish in one sitting. It’s all about getting
43% minutes valuable content that fits into a busy schedule.
Top Podcasts in Indonesia

When choosing how to consume their favorite shows, Podcast Format Preference
flexibility is key. A significant 44% of respondents prefer
Audio-Only
both video and audio formats, showing a desire to Podcasts
switch between watching and listening depending on
the situation. Whether at home, where they can watch,
39% Hanan Attaki Rintik Sedu Trio Kurnia Lentera Malam Bocor Alus Politik
or on the move, where listening is more practical, this
choice reflects a need for versatile content consumption.
Meanwhile, 39% still appreciate the classic audio-only
experience, often enjoyed during multitasking or in
Video 17%
Podcasts
situations where screen time isn’t possible. Interestingly,
only 17% prioritize video podcasts, indicating that while
visuals add value, they’re not essential for most listeners
who value the convenience of audio content.
44% Agak Laen Musuh Masyarakat Scary Things Hiduplah Indonesia Berizik
Both Video and Maya
Audio Formats

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Top Audio Visual Podcasts on Youtube in Indonesia Paving the Way for Indonesia’s
Gaming Revolution
As a crucial component of the creative economy, the
gaming sector has demonstrated tremendous growth
Projections suggest
potential. In 2020, global spending on games surged to
USD 205 billion (IDR 3,198 trillion), driven by increased
the market could
“Close The Door”
Deddy Corbuzier
“Vindes”
Vincent Rompies &
Najwa Shihab Nessie Judge “Curhat Bang”
Denny Sumargo demand during the coronavirus pandemic, according skyrocket globally to
Desta to IBISWorld. By 2022, the global gaming market had
expanded to USD 249.55 billion (IDR 3,892.98 trillion), USD 665.77 billion
as reported by Fortune Business Insight. This upward
trajectory continued with a 12.9% increase to USD 281.77 (IDR 10,386 trillion)
billion (IDR 4,395.61 trillion) in 2023.
by 2030

“Log In” “Taulany TV” “PodHub” Raditya Dika Gofar Hilman

Habib Ja’far & Andre Taulany Deddy Corbuzier &
Onadio Leonardo Vidi Aldiano

“Every year, Indonesians spend IDR 25

trillion to IDR 30 trillion on the gaming
industry. The growth of the gaming
industry in Indonesia is supported by three
main factors: improved economic growth,
increased per capita income, and the rising
Indonesia, recognizing its potential in this flourishing popularity of gaming. Additionally, the
industry, has been vigorously producing gaming content. number of smartphone users is increasing,
As of January 2024, Indonesia contributed 256 games and internet penetration is improving
to the Steam platform, making it the leading country in across the country”
Southeast Asia, according to Virtual SEA.

This accomplishment highlights the ingenuity and

global competitiveness of Indonesian developers. To
further harness this potential, President Joko Widodo
signed Presidential Regulation No. 19 of 2024 on February
12, 2024, to accelerate the development of the national
gaming industry. The regulation seeks to maximize
the economic potential of Indonesia’s gaming sector by
fostering collaboration and fast-tracking its growth.
— Cipto Adiguno
President of the Indonesian
Game Association (AGI)
from July 2019 - August 2024

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 Entertainment and Hobbies of Young Indonesians

However, despite these This means that 99.5% of the IDR 25 trillion spent
annually on games goes abroad. We need to change this A Thriving Market of Community, Charity,
positive development, trend and focus on promoting local games to keep that and Growth
revenue within the country, Cipto added.
99.5% of the games Indonesia’s gaming industry is on a
played by fans in To address these challenges and strengthen the local remarkable rise, quickly establishing itself
gaming scene, Baparekraf Game Prime 2024, the largest as one of Southeast Asia’s most vibrant “Mobile Legends became a sensation
Indonesia are still gaming exhibition in Indonesia, was organized. This digital markets. With a young population in Indonesia not just because of the
event, a collaboration between the Ministry of Tourism
foreign products and Creative Economy/Baparekraf, the Indonesian Game
and widespread smartphone use, mobile
gaming has evolved beyond mere
game itself, but because it embodies
Developer Association (AGI), and esports publisher Good the spirit of ‘mabar’—playing together,
entertainment to become an essential part
Game Well Played (GGWP), aimed to showcase local talent of daily life for millions of Indonesians.
which is deeply rooted in Indonesian
and stimulate industry growth. culture. Whether it’s at an internet
A distinctive feature of this gaming culture café or playing on your phone at home
is “mabar,” short for “main bareng,” or with friends, the game creates a shared
“playing together.” This concept is not just experience that resonates with our
a hobby—it’s a social movement. Games
love for community and togetherness.
like “Mobile Legends,” “PUBG Mobile,” and
“Dozens of local game developers and creative “Free Fire” serve as social hubs where
Moreover, its impact has gone beyond
gaming; it has seeped into our pop
industry players will gather to showcase their friendships are formed and communities
are built. In Indonesia, gaming is about culture, influencing cosplay, events, and
work while networking to foster innovation, fostering connections and bringing people even other creative industries, making
ideas, and new opportunities” together in both familiar and novel ways. it a significant part of Indonesia’s
cultural landscape”
“Mobile Legends” stands out as a cultural
— Nia Niscaya
phenomenon in Indonesia, becoming a
Principal Expert for Tourism and Creative Economy at the — Brian Chuang, Head of GGWP
significant force in the country’s digital
Ministry of Tourism and Creative Economy/Baparekraf
life. Initially, the game gained popularity
by targeting low-end mobile devices,
which allowed it to reach a vast audience
quickly. However, its real success lies The influence of “Mobile Legends” extends far beyond
in its embrace of the Indonesian spirit gaming. It has become a key player in pop culture, inspiring
A significant hurdle for the industry is the lack of public awareness regarding local of “mabar.” The game’s 5v5 multiplayer cosplay, influencing fashion, and shaping media trends.
games, leading many Indonesians to predominantly play foreign-made games. format fosters teamwork and social The game has evolved from a popular pastime into a
interaction, transforming it from a simple cultural phenomenon that reflects Indonesia’s vibrant,
“Many people simply don’t know that there are high-quality game into a shared social experience. interconnected digital life.
games made in Indonesia. That’s why Baparekraf Game Prime is
so important. It aims to bridge the gap and boost the Indonesian
market, encouraging more spending on local games. This year
marks the return of Baparekraf Game Prime as an offline event, Gaming as a Force for Good
featuring over 200 local game developers and expected to draw Indonesian gamers aren’t just playing for fun—they’re also
more than 10,000 visitors. We want this event to truly highlight making a difference. Through marathon gaming sessions and
the local gaming industry so it can reach a wider audience. charity streams, the community has raised substantial funds
Hopefully, this can provide significant benefits, especially for — Brian Chuang
for causes such as disaster relief and supporting healthcare
Head of GGWP
local game developers. Here, developers can also get direct workers. This demonstrates the power of gaming to unite
feedback from their prospective users” people for a greater purpose, turning what was once seen as a
solitary activity into a platform for social change.

Through initiatives like these, Indonesia hopes to increase the visibility and
The gaming landscape in Indonesia is more than just a
attractiveness of its local gaming industry, ensuring that a greater portion of
trend; it’s a powerful movement. It’s breaking down barriers,
the significant revenue generated by this sector remains within the country to
building communities, and proving that gaming can be a
support continued growth and development.
force for social impact. As the industry continues to grow,
its potential to shape a more connected and compassionate
future becomes increasingly evident.

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 Entertainment and Hobbies of Young Indonesians

Most Popular Mobile Games in Indonesia Top Gaming Content Creators in Indonesia

Mobile Legends: Roblox My Supermarket Free Fire Stickman Party 234 Windah Basudara Deankt Set1awandejago Natasha Adeline Jonathan Liandi
Bang Bang by Roblox Simulator 3D by Garena MiniGames
by Moonton Corporation by Playspare International I by PlayMax Game Studio
500M+ Downloads 1B+ Downloads 10M+ Downloads 1B+ Downloads 100M+ Downloads

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Top Indonesian Local Games

Entertainment and Hobbies
Nostalgia is a defining feature in the entertainment creativity, and shared experiences. Whether it’s music
habits of Indonesian Millennials and Gen Z. Their going viral or travel trends taking off, entertainment is
connection to movies, music, and TV shows from their no longer a passive pursuit—it’s interactive, communal,
formative years goes beyond fleeting trends. It provides and deeply personal. For these generations, hobbies
a sense of comfort and belonging in a fast-paced world. are about more than just consumption; they’re about
Streaming platforms and remakes make these familiar connection, authenticity, and finding meaning in what
favorites easily accessible, allowing them to relive their they love, reshaping entertainment into something far
past while engaging with the present. Yet, they are also more dynamic and social.
A Space for the Coffee Talk Coffee Talk Episode 2: Rage in Peace DreadOut 2 hungry for fresh content—new stories that reflect their
Unbound Hibiscus & Butterfly
DreadOut current realities, blending nostalgia with innovation to
keep things exciting and relevant.

Live entertainment is also making a comeback, offering

a unique way to connect generations. The revival of
musical theater and festivals, like Musikal Keluarga
Cemara and Pestapora, taps into this blend of old and
new. These events are more than just shows; they are
cultural touchstones, bringing people together through
Legrand Legacy Pamali: Indonesian Ultra Space Battle When the Past was Coral Island shared memories and new experiences. Nostalgia fuels
Folklore Horror Brawl Around
the appeal, but it’s the ability to reinterpret these stories
for today’s audiences that makes them truly powerful,
turning live performances into moments of communal
joy and connection.

Social media has transformed the way Millennials and

Gen Z engage with their passions. Platforms like TikTok
and Instagram have become spaces for discovery,

141 142
 Engaging with Politics in a New Era

Chapter 7

Politics
and Social
Engagement
145 Shaping Political Involvement
R
ION NUMB
IDENTIFICAT
Name

Last Name

s
Addres

Gender
Birthdate

Among Young Indonesians

151 What Drives Youth Engagement in Politics

154 The Evolution of Political Beliefs

in the Next Generation VOTE

156 Connecting Politics, Trust, and the Environment

162 Building a Better Future

Through Political Participation

143
 Engaging with Politics in a New Era

Shaping Political Involvement Generations at a Crossroads in Making Political Choices

Among Young Indonesians Millennials and Gen Z in Indonesia find themselves at a critical
juncture. The promise of upward mobility, once fueled by a
“The potential for change lies
within this very middle class. If we
thriving economy, has dimmed, leaving them in a precarious
state. With the middle class shrinking from 23% of the can harness their collective power,
Indonesia’s Millennials and Gen Z are at the forefront
population in 2018 to just 18.8% in 2023, the belief that hard educate, and unite them, they can
of a nation in transition, where the clash of traditional
views and modern aspirations defines the political
work and education naturally lead to success is being severely become the driving force making
tested. They are caught in a challenging situation—earning too
landscape. As these generations increasingly shape the democracy and politics truly
much to qualify for government aid, yet constantly at risk of
country’s future, understanding their political attitudes,
financial insecurity, where a single setback could send them
works and sides with the everyday
challenges, and motivations is essential. This chapter
spiraling downwards. people”
explores the current state of political engagement
among these groups, emphasizing the differences and
Job security, a cornerstone of middle-class life, has become
similarities that emerge. We’ll also delve into how social
increasingly elusive. Many young Indonesians are being
media, technology, education, and distrust of institutions
pushed into the informal sector, where jobs offer little security
influence their political behavior. To fully appreciate their
or benefits. This instability not only undermines their current
political perspectives, it’s crucial to consider the economic
quality of life but also casts a long shadow over their future
landscape they navigate, particularly the challenges facing
prospects. Economic pressures are taking a toll on mental
Indonesia’s middle class.
health as well, with stress, anxiety, and depression becoming
— Andhyta Firselly Utami
more common among the middle class, a problem once more CEO of Think Policy
associated with poverty. Yet, there is hope for change. and Co-Head of Bijak Demokrasi
Dealing with Political Uncertainty
in Indonesia’s Middle Class
For Indonesia’s Millennials and Gen Z, the road to upward “The goal is clear: for Indonesia to become a
mobility has gotten tougher, but there’s still room for high-income country by 2045, the middle class
optimism. The middle class, which once symbolized needs to make up 70% of the population. This isn’t This generation stands at a critical point, not
opportunity and growth, has seen a decline between just a target—it’s achievable. The middle class just facing problems but also holding the keys to
2018 and 2023. Many young people who thought that a drives demand for goods and fuels economic solutions. Andhyta further explains;
good education and hard work would guarantee success growth. Their spending power, even at levels of
now find themselves in a tricky spot—too well-off to get 1.2 to 1.6 million rupiah per month, is crucial for “Our Millennials and Gen Z
government aid but still struggling as living costs go up stimulating production and consumption. They’re
have the tools to challenge the
and job security becomes more uncertain. also the backbone of tax revenues, with 50.7%
of taxpayers coming from this group, despite status quo and push for policies
Yet, this challenge is also a call to action. Spending receiving only 9% of subsidies” that truly reflect their needs
patterns have shifted, with 41.3% of middle-class budgets and aspirations. By uniting and
going toward food in 2023, up from 36.6% in 2014. This
demanding more—whether it’s
suggests a decline in purchasing power, which has been
a key driver of Indonesia’s economic growth. But it also
better job protections, affordable
highlights where change is needed. By focusing on housing, or mental health
policies that strengthen the middle class and ensure they support—they have the power
have enough for essentials like healthcare, education, to redefine what it means to be
and leisure, Indonesia can boost this vital segment of the
middle class in Indonesia. It’s
economy.
time to turn frustration into
— Prof. Dr. Anton Agus Setyawan
There’s a real chance here to turn things around. With the Universitas Muhammadiyah Surakarta action and shape a future where
right support and policies, Millennials and Gen Z can still the promise of upward mobility
drive Indonesia’s future growth. They’re adapting, finding
is within reach once again”
their voices on social media, and pushing for change. By
tapping into their potential and addressing the challenges
head-on, there’s a path forward to a stronger, more
resilient middle class and a brighter future for Indonesia.

145 146
 Engaging with Politics in a New Era

How Social Media is Mobilizing Youth

52%
and Closing Knowledge Gaps
Social media has dramatically transformed Biggest Obstacles to Being More Active in Politics
how Millennials and Gen Z engage with
politics in Indonesia, making online activism
their primary mode of participation. Platforms
45% 36% 35% 48%
like Instagram, “X” (formerly Twitter), and
TikTok have become central to political
discourse, where ideas are born, debated, and
Understanding
amplified. However, while the reach of social What Drives Political
media is vast, it often fails to create the deep,
lasting impact that real-world actions can
Involvement Among Youth Passive Political Involvement Active Political Involvement

achieve. Online activity—posting, sharing,

or signing a petition—can sometimes feel
superficial, lacking the tangible change that
Role of Social Media In Shaping Political Views Involvement in Political Development
comes from direct, hands-on involvement.
Lack of Knowledge about Fear of Intimidation for Lack of Opportunity to
5.0
the Political System Having an Opinion Participate 51% 50%
To truly leverage social media for political 48% 49%
Smaller Cities Smaller Cities
mobilization, it’s crucial to balance online *Multiple-response questionnaires allow the total result to exceed 100% 4.0
activism with real-world actions. The Big Cities 40% Big Cities
38%
momentum built on these platforms needs 35%
3.0
to translate into face-to-face interactions,
26%
community organizing, and grassroots 2.0
efforts. These are the spaces where deeper 17%
10%
connections are made, trust is built, and 1.0
4% 5% 6% 5% 5%
sustainable movements are created. 1% 1% 7% 1% 1%
0.0
Despite their active online presence, Very Uninfluential Just Influential Very Very Unimportant Just Important Very
Uninfluential Normal Influential Unimportant Normal Important
many young Indonesians face
significant barriers to deeper Mean Score - Smaller Cities 3.56 / 5.00 Mean Score - Big Cities 3.79 / 5.00 Mean Score - Smaller Cities 3.41 / 5.00 Mean Score - Big Cities 3.63 / 5.00
political engagement due to a lack of
understanding of how the political
system works. Our survey revealed
that 45% of respondents identified Millennials and Gen Z often hold differing perspectives deeply integrated into their political identity, enabling
this knowledge gap as a major issue, on what it means to be politically involved. A significant them to swiftly form, challenge, and share their views,
highlighting the inadequacies within portion (48%) believes that simply possessing general underscoring the significant influence of digital spaces
the education system. The challenge political knowledge qualifies as being politically active. in urban political life.
is further compounded by Indonesia’s However, this surface-level engagement obscures deeper
highly polarized political climate, complexities. Interestingly, those residing in Big Cities Despite this awareness, both Millennials and Gen Z often
which fosters fear and discourages tend to feel slightly more confident about their political fall short of deeper engagement. In today’s digital age,
participation. influence, with an average confidence score of 3.63 there is a prevalent belief that simply staying informed
out of 5.00, compared to 3.41 in Smaller Cities. While through online platforms is sufficient for meaningful
Overcoming these obstacles requires a more both groups believe in their ability to impact political political participation. This results in a kind of passive
comprehensive approach to civic education. outcomes, individuals in Big Cities seem to feel a bit involvement, where engagement is limited to scrolling
It’s not enough to skim the basics—young more empowered in their potential to make a difference. through news feeds, signing online petitions, or
people need a deep understanding of political participating in social media debates.
systems and the critical thinking skills to In urban areas, social media plays a particularly crucial
engage effectively. By addressing these gaps, role in shaping political views, reflected by a higher Recognizing the gap between surface-level engagement
we can empower a more politically active mean score of 3.79 compared to 3.56 in Smaller Cities. and meaningful political participation is just the first
and informed generation, ready to shape This contrast highlights how, in Big Cities, social step. To turn their potential into real change, Millennials
Indonesia’s future. media serves not only as a source of information but and Gen Z must adopt a more comprehensive approach
also as a vital platform for political discourse and to political involvement—one that spans from voting to
engagement. For urban dwellers, these platforms are taking on leadership roles.

147 148
 Engaging with Politics in a New Era

Four Pillars of Youth Political Participation

“The ‘Garuda Biru’ emergency signal has emerged
as a powerful symbol of unity and resistance
among young people, representing a stand against
For Millennials and Gen Z, political participation ideally Understanding the importance of local elections, such as the constitutional violations by the ruling regime.
goes far beyond simply casting a vote—it’s about being Pilkada (Pemilihan Kepala Daerah), is essential. While This fictional emblem, a Garuda Pancasila on a
deeply involved in every aspect of the democratic national elections often capture the most attention, it’s blue background, has become a rallying cry for
students and civilians alike, signaling that in times
process. Their journey from becoming aware of issues the local leaders who have the most immediate and direct
of constitutional and democratic crises, the youth
to taking action reflects a comprehensive approach to impact on people’s daily lives. Bijak Demokrasi’s advocacy remain the driving force of reformist spirit. Despite
citizenship. Voting is just the entry point; real engagement emphasizes that political engagement isn’t limited to the awareness of political elites like President
means staying informed, holding leaders accountable, voting for a president; it extends to choosing the leaders Jokowi and President Prabowo Subianto regarding
participating in local communities, and stepping up to who shape our communities directly. By focusing on the significant role of social media in shaping public
leadership roles. These actions aren’t just important—they these often-overlooked aspects of political participation, opinion, the August 22-23, 2024 demonstrations
are foundational to the future of democracy in Indonesia. Millennials and Gen Z can ensure their involvement brings
highlighted that online political expression alone
is insufficient—it requires taking to the streets and
about real, positive change where it matters most—in their
facing the risks of police violence”
neighborhoods and cities.
This surge in digital activism shows a strong commitment
among Millennials and Gen Z to engage with and

Choosing (Memilih): influence Indonesia’s democratic process. Amid a

complex political landscape, these young generations are
The Starting Point for Change leveraging social media to demand transparency, push for
justice, and strive for a better future. Their online activity
Voting is often viewed as the most fundamental form of political involvement—it’s the act that allows every citizen to
goes beyond expressing opinions—it’s about being heard
have a say in shaping the future of their country. However, for many young voters, this process lacks depth. Decisions
and driving tangible change, making social media a
are sometimes made without fully understanding the candidates or their platforms. This superficial approach to voting
— Uni Lubis, Editor in Chief of IDN Times crucial tool in their efforts to shape a better Indonesia.
diminishes the potential impact Millennials and Gen Z could have on Indonesia’s future. Encouraging informed voting—
where choices are made with a thorough understanding of the issues and what’s at stake—is crucial. Informed voters are
empowered voters, capable of making decisions that truly reflect their values and aspirations for their country.

Community Involvement Leading (Memimpin):

Monitoring (Memantau):
(Berkomunitas): Local Taking the Lead in
Keeping Leaders Accountable
Actions, Global Impact Political Change
Voting is only the first step in political engagement; the
Engaging with local communities through issue-based Leadership within political systems represents the
real challenge begins after the elections when it’s time
or interest groups is a vital, yet often overlooked, aspect pinnacle of political engagement, yet it is a step
to hold elected officials accountable. Unfortunately, this
of political participation. Millennials and Gen Z need rarely taken by Millennials and Gen Z. Encouraging
is where participation tends to drop. Yet, this phase
to be encouraged to immerse themselves in the issues young people to seek leadership positions—whether
is crucial for ensuring transparency and integrity in
that matter most to them and their communities. Public in student councils, local government, or civil society
governance. Social media presents a powerful tool to
discussions, grassroots organizing, and collective organizations—is essential for nurturing the next
address this issue, making it easier for Millennials and
actions that align with their values not only strengthen generation of political leaders. Leadership roles allow
Gen Z to track political developments and stay informed
their impact but also bring about tangible change at the young people to influence the direction of policies and
about government activities. Promoting the use of these
local level. This is where political ideals meet real-world initiatives and inspire others to get involved. These
platforms for political oversight can empower young
application—where young people can see the direct positions are where the most significant and lasting
citizens to take a more active role in shaping the future.
results of their involvement and how it contributes to the impacts can be made, as leaders are in positions to
broader societal good. shape the future in profound ways.
In August 2024, digital engagement’s influence
on political participation in Indonesia became
particularly evident. For Millennials and Gen Z, social
media has moved beyond just a platform for self-
expression; it has become a key tool for amplifying
voices, raising concerns, and driving collective action.
The online discussions around the Constitutional
Court’s rulings, highlighted by trending hashtags like
#KawalPutusanMK and “Peringatan Darurat” during
Jakarta’s upcoming Pilkada, demonstrate how these
generations are using digital platforms to shape the
nation’s political discourse.

149 150
 Engaging with Politics in a New Era

What Drives Youth Engagement Key Priorities Shaping Today’s When it comes to what needs fixing, Millennials
and Gen Z are largely aligned. Education tops
Political Scene
in Politics the list, with 65% saying it’s the key to political
and social progress. Following that are demands

65% 63% 51% 50% 39% for better justice and equality (63%), stronger
law enforcement (51%), and improved access to
health services (50%). These aren’t just personal
43% 43% 40% 37% 35% concerns—they’re seen as essential to building a
society that works for everyone.

Education, in particular, is viewed as the

cornerstone of political power. A well-educated
population is more likely to be politically active,
The Desire to make a Distrust of Political Technology Advances High Awareness of Social Dissatisfaction with the aware of their rights, and able to hold leaders
Change Institutions and Political Issues Current Situtation Education Justice and Law Health Freedom of accountable. That’s why improving the quality of
(Status Quo) Quality Equality Enforcement Services Speech and
Access Press
education and ensuring it’s accessible to all is so
important for empowering young Indonesians to
*Multiple-response questionnaires allow the total result to exceed 100%
*Multiple-response questionnaires allow the total result to exceed 100% shape the future.

Millennials and Gen Z are navigating a complex and by their leaders. This has led them to closely monitor
often challenging political landscape, yet their resolve
remains strong. Many are driven by a genuine desire to
government activities, scrutinize policies, and hold officials
accountable for their actions. However, this heightened
Where Young People Stand
make a real impact. For 43% of these young people, the skepticism can sometimes lead to cynicism. Some young on Social Justice Issues
belief that they can actively shape political outcomes people, disillusioned by repeated failures and unmet
is what keeps them engaged and motivated. This sense promises, may become reluctant to engage in traditional Millennials and Gen Z are passionate about social justice,
of agency is deeply intertwined with their growing politics at all, feeling that their efforts won’t lead to especially when it comes to access to health services (with
distrust of political institutions—another 43% cite this meaningful change. mean scores of 4.26 for Gen Z and 4.28 for Millennials) and
skepticism as a key reason for their involvement. They are economic empowerment (4.22 and 4.20, respectively). They
increasingly frustrated with the status quo and demand To counter this growing cynicism, rebuilding trust in also care deeply about food sovereignty, democracy, and
real transparency, accountability, and meaningful change political institutions is crucial. This isn’t just about making addressing environmental and climate issues. However,
from those in power. empty promises; it’s about showing that these institutions there’s less enthusiasm for gender equality and LGBTQ+
can deliver on their commitments and truly serve the rights, showing that while progressive values are gaining
Technology plays a significant role in this engagement. public’s interests. If trust can be restored, it would not only ground, traditional norms and societal pressures still exert a
The digital world has opened up new avenues for political re-engage those who have become disillusioned but also strong influence.
participation that previous generations could only create a more hopeful and active electorate. Millennials
dream of. With 40% of Millennials and Gen Z identifying and Gen Z have the potential to be a driving force in
technology as crucial to their political involvement, it’s shaping a more transparent and accountable political
clear that the internet and social media have become system, but only if they believe that their efforts will lead Top Social Justice Issues Supported Politically by Generation
powerful tools for organizing, mobilizing, and expressing to real and lasting change.
views. These platforms allow them to access information
quickly, connect with like-minded individuals, and
amplify their voices in unprecedented ways. However, this
reliance on technology also highlights a critical issue— VOT
E

the digital divide. Not everyone has equal access to these

tools, which can limit who gets to participate in these
vital conversations and actions. For those on the wrong Access to Healthcare Economic Empowerment Food Sovereignty Democracy
Services
side of the digital divide, their voices may go unheard,
perpetuating the very inequalities these generations are
trying to fight against.

This deep-seated distrust in institutions has made

Millennials and Gen Z more critical and vigilant. They are
not content with simply accepting what they are told—they
want to see actions that align with the promises made Environment Racial Equality Gender Equality LGBTQ+ Rights
and Climate Change

151 152
 Engaging with Politics in a New Era

Breaking Down Barriers

The Evolution of Political Beliefs in the
to Achieve Equality Next Generation
When it comes to addressing inequality, Millennials Changes in Political Views Due to Certain Issues Millennials and Gen Z don’t see their political views
and Gen Z are not just advocating for superficial fixes— as set in stone. They’re flexible and often adjust
Millennials Gen Z
they’re pushing for systemic changes that can reshape their opinions as new issues and events emerge.
the very foundation of Indonesian society. Their top This adaptability shows a generation that’s open to
priority is building a sustainable economy, with 68% 53%
48% learning and willing to rethink their stance when
of respondents identifying this as the most effective 47%
presented with new information. For instance,
way to combat inequality. This focus on sustainability 40% 53% of Gen Z and 48% of Millennials admit that
reflects a deep understanding that long-term economic their views have shifted at times, especially when
stability and growth are essential to creating a fairer confronted with specific issues. It’s clear that they
society. They recognize that a sustainable economy is value staying informed and are more interested in
one that not only meets the needs of the present but also understanding the bigger picture than clinging to old
7%
ensures that future generations have the resources and 5%
ideas.
opportunities they need to thrive.
Yes, Often Yes, Sometimes Never
But not everyone is quick to change.
Raising the minimum wage is another critical step There’s also a strong sense of consistency
supported by 65% of these young generations. They see *Multiple-response questionnaires allow the total result to exceed 100% among these generations. About 40%
this as a tangible way to reduce income inequality and of Gen Z and 47% of Millennials say
ensure that all workers are compensated fairly for their their political views remain steady,
labor. The emphasis on raising the minimum wage suggesting a deep commitment to their
highlights their concern for the working class and their beliefs. Once they’ve formed an opinion,
belief that everyone deserves a living wage that allows
they’re likely to stick with it. This could
them to live with dignity.
be due to strong convictions or a sense
of loyalty to certain principles, showing
that while many are open to change,
Solutions to Overcome Inequality others prioritize stability in their political
thinking.
68% 65% 64% 53% 38%
This mix of flexibility and consistency creates a
complex political landscape. On one hand, their
openness allows them to navigate the ever-changing
world with a nuanced perspective. On the other, their
steadfastness shows a deep-rooted belief in certain
values, whether progressive or traditional.
Building a sustainable Raise the minimum wage Increasing access to Strengthening democracy Supporting marginalized
economy education and health and human rights communities (people with What drives these shifts or steadfast beliefs varies
disabilities and minorities)
widely—from personal experiences like economic
*Multiple-response questionnaires allow the total result to exceed 100% struggles or social injustice to broader societal
changes such as technological advances, political
scandals, or global events. These factors push young
people to re-evaluate their beliefs, leading to a more
Education and healthcare access come next, with 64% These priorities are not just lofty ideals—they represent
informed and sometimes more nuanced view of the
of respondents calling for improvements in these areas. a pragmatic approach to tackling inequality. Millennials
world.
Millennials and Gen Z understand that education is the and Gen Z are focused on implementing changes that
great equalizer, a tool that can break the cycle of poverty will have a lasting impact, laying down the groundwork
Yet, the sizable group that remains consistent in
and open doors to opportunities that might otherwise for a more equitable Indonesia. They understand that
their views suggests that while many are adaptable,
remain closed. By advocating for better access to overcoming inequality requires more than just temporary
there’s still a significant portion that values holding
quality education, they are pushing for a society where measures; it demands a rethinking of the systems
onto core beliefs, regardless of external changes.
everyone, regardless of their background, has the chance that perpetuate disparities in wealth, education, and
For Millennials and Gen Z, this balance between
to succeed. Similarly, they see access to healthcare health. By advocating for these systemic changes, they
embracing new ideas and staying true to certain
as a fundamental right, essential for ensuring that all are working to build a future where opportunities and
principles is key to how they engage with and shape
Indonesians can lead healthy, productive lives. resources are more evenly distributed, creating a society
the future political landscape.
that works for everyone, not just the privileged few.

153 154
 Engaging with Politics in a New Era

Understanding What Shapes

Young People’s Political Views
Connecting Politics, Trust, and
61% 54% 46% 40% 40%
the Environment

Trust in Anti-Corruption
Political Parties
Respondents remain uncertain about the existence
of corruption-free political institutions (Mean score:
3.06 out of 5.00). This skepticism is particularly
Economic Government Life Religious Trust in prevalent among residents of big cities.
Conditions Performance Experience / Spiritual Political
Values Institutions

*Multiple-response questionnaires allow the total result to exceed 100%

When it comes to shaping the political beliefs and views beliefs are shaped by whether these expectations are met.
of Millennials and Gen Z, a few key factors stand out: When the government falls short, it often leads to a shift
economic conditions, government performance, and in political allegiance or an increase in political activism
personal life experiences. These influences highlight how as these generations push for better governance.
deeply practical and experiential these generations are in Indonesian Millennials and Gen Z are
forming their political opinions, each factor pointing to a Life experiences also play a crucial role, influencing
increasingly disillusioned with the
concern for tangible outcomes and real-world impacts. 46% of Millennials and Gen Z. These experiences—
whether personal struggles, interactions with public
integrity of political institutions, reflected
Economic conditions are at the top of the list, influencing services, or witnessing social injustices—can deeply in the strikingly low trust levels—just
61% of Millennials and Gen Z. This strong connection shape their political views. For example, someone who 3.06 out of 5.00 when it comes to the
to economic realities shows that these generations are has experienced unemployment or financial hardship belief that political parties are free from
highly attuned to how political decisions directly affect might prioritize economic reform and social safety nets
corruption. This deep-seated distrust
their financial stability and future prospects. Issues like in their political beliefs. Similarly, those who have faced
job security, income inequality, housing affordability, discrimination or seen others struggle with systemic is especially prevalent in urban areas,
and the cost of living aren’t just abstract concepts for inequality may become strong advocates for social justice where the harsh realities of corruption
them—they’re day-to-day concerns that drive their and equality. Life experiences personalize political issues, feel ever-present and inescapable.
political engagement. The state of the economy often making them more immediate and urgent, often leading
serves as a barometer for their trust in political leaders to a more passionate and committed form of political
and institutions. When economic conditions are poor, engagement.
This widespread skepticism threatens
dissatisfaction with those in power tends to rise, to disengage a generation that could
prompting these young people to seek change through Together, these factors paint a picture of Millennials and otherwise be a powerful force for change.
their votes or activism. Gen Z as generations deeply connected to the practical When trust is eroded, so too is the
implications of political decisions. Their beliefs are not
willingness to participate in the political
Government performance is another significant factor, formed in a vacuum; they are constantly shaped by the
influencing 54% of these generations. This isn’t just economic realities they face, the performance of their process, leaving young people feeling that
about how well the government manages the economy government, and the personal experiences that color their voices are unheard and their votes
but also how effectively it addresses broader issues their worldview. This focus on tangible outcomes and ineffective. The challenge for political
like healthcare, education, infrastructure, and social real-world impacts makes them both pragmatic and
institutions is clear: they must not
services. Millennials and Gen Z closely watch how demanding when it comes to politics—they seek leaders
government actions—or inactions—affect their lives and and policies that can deliver concrete improvements in
only talk about change but deliver it in
communities. They expect competence, transparency, their lives and the lives of those around them. tangible, transparent ways that resonate
and accountability from their leaders, and their political with the youth.

155 156
 Engaging with Politics in a New Era

Globalism vs. Nationalism: Exploring a New Debate The Challenges of Engaging with Policymakers
When it comes to globalism and nationalism, Millennials What stands out more is their empathy for victims
and Gen Z are striking a careful balance. They’re of foreign wars (3.97 for Gen Z, 3.98 for Millennials).
Potential to Engage
generally in favor of international cooperation and Whether it’s Palestine, Ukraine, or elsewhere, these Policymakers on
1% Neutral
cultural tolerance, both scoring 3.84 on a 5-point scale young Indonesians feel a strong connection to global Political & Social Issues 5%
44%
for Gen Z and slightly less for Millennials at 3.82. This humanitarian issues. This empathy aligns with their Likely
suggests that, while they value Indonesia’s role on the broader support for international cooperation.
5%
Very Likely
global stage, they’re equally aware of the importance of
cultural diversity at home. On a lighter but still significant note, Gen Z shows a Unlikely
bit more enthusiasm than Millennials for Indonesia’s
Interestingly, unlike previous years, dual citizenship participation in international sports (4.00 vs. 3.91). This Very Unlikely
isn’t a hot topic—scoring just over 3.00 for both groups. hints at a budding sense of national pride among the
45% Mean Score: 3.48 / 5.00
This lukewarm response might reflect concerns about younger generation, something that could be further
national identity or the complexities that come with nurtured in various cultural and civic activities.
divided loyalties.

Millennials and Gen Z approach the idea of engaging with policymakers with a mix of hope and skepticism. They
believe there’s a chance they can influence policy, but that belief is far from rock-solid. With an average confidence score
Support for Globalism and Nationalism by Generation Millennials Gen Z of 3.48 out of 5, it’s clear they see some potential to make a difference, but they’re also keenly aware of the hurdles. Only
4.0
5% of them think it’s “very possible” to engage directly with policymakers in a way that truly matters, while 45% see it as
3.91 4.00 3.98 3.97 “possible,” but not exactly easy. This suggests that while the door to political engagement isn’t slammed shut, it’s barely
3.84 3.84 3.83
3.82 3.82 3.81 open, leaving many young people feeling like they’re stuck on the outside.
3.0
3.05 3.09
This cautious outlook reflects the reality that many young people face when trying to connect with those in power. The
barriers are real—whether it’s bureaucratic red tape, a lack of access, or just the feeling that their voices won’t make a
2.0
difference. These obstacles can lead to frustration and, for some, a sense of disengagement from the political process.

1.0 But this also points to a huge opportunity for improvement. If we want Millennials and Gen Z to feel like they can truly
engage with policymakers, we need to create more accessible and tangible ways for them to do so. This could mean
better civic education, making the political process more transparent, or setting up platforms where young people can
0.0
Participation of Concern for Tolerance and International Export of Local Support for Dual directly share their ideas and concerns with decision-makers.
Indonesian Sports Victims of Foreign Understanding Cooperation with Products Abroad Citizenship
Teams in International Wars (Palestine, Between Cultures Other Countries
It might also involve mentoring programs where seasoned politicians work with young leaders to help them navigate
Competitions Ukraine, etc.) (Multiculturalism)
the political landscape. Building these connections could make the whole process feel less intimidating and more
doable, giving young people the confidence to step up and get involved.
*Mean Score (5-Point Scale) *Multiple-response questionnaires allow the total result to exceed 100%

In the end, while Millennials and Gen Z may currently see their ability to engage with policymakers as limited, there’s
plenty of room to change that. By opening up more pathways for real engagement and showing that their voices can lead
to actual change, we can help turn cautious optimism into active participation, making sure these generations have a
real seat at the table when it comes to shaping the future.

Gen Z Leading the Charge in Public Policy

Gen Z is increasingly becoming a more active force
in public policy discussions, outpacing Millennials in
their involvement. While the difference might seem
small—25% of Gen Z are actively participating in policy-
focused communities compared to 20% of Millennials—
it points to a clear trend. Gen Z is showing a growing
commitment to shaping the societal and political
landscapes around them, driven by a strong sense of
responsibility and a determination to align policy with
their values and vision for the future.

157 158
 Engaging with Politics in a New Era

25% of Gen Z are more In a landscape where skepticism is high and

actively involved in Encouraging Open engaging with policymakers feels challenging,
Political Dialogue sparking more constructive political dialogue is
communities that Among Peers crucial. To bridge the gap between young Indonesians

engage in public and those in power, three strategies stand out:

policy discussions,
compared to 20% of
Millennials

As more members
of Gen Z enter the
44% 39% 36%
Neutral Political Media Literacy Online Forums for
workforce and take on Education Training Idea Exchange
leadership roles, their
influence on public Young people are asking for With misinformation The internet offers a powerful space for

policy is set to grow political education that’s

free from bias. They want
spreading faster than ever,
media literacy is essential.
young people to connect and share ideas.
Online forums can be less intimidating
even further. This to understand how politics Young people need to than face-to-face discussions, providing
generation is not just works without the influence be equipped to critically a platform for thoughtful exchange on
content with observing of partisan agendas. evaluate the flood of political issues. These virtual spaces
Providing neutral, fact-based information they encounter can act as modern town halls, where
from the sidelines; education can close the online. Training in media diverse voices come together to discuss
they are ready to drive knowledge gap that leaves literacy can help them spot and debate. By fostering these online
change and redefine many feeling disconnected credible sources, understand communities, we can break down

what it means to be from the political process. the biases in different barriers to engagement and encourage
It’s about giving them the content, and avoid the traps the exchange of ideas that can shape the
politically engaged. tools to analyze policies and of echo chambers. This isn’t future of political discourse in Indonesia.
Their proactive leaders on their own terms, just about avoiding fake
approach and readiness empowering them to engage news—it’s about creating a These strategies work together to build
more confidently and more informed and engaged a more inclusive political environment.
to tackle complex issues meaningfully in politics. generation, better prepared Neutral education gives young people
will position them as to participate in political the foundation they need, media literacy
a significant force in discussions and resistant to sharpens their ability to navigate the

shaping the future of manipulation. digital world, and online forums offer the
space for informed, meaningful dialogue.
governance and society. By focusing on these areas, we can help
ensure that young Indonesians are not just
participants in their country’s future, but
active and valued contributors.

159 160
 Engaging with Politics in a New Era

Navigating the Despite their strong commitment to environmental responsibility,

Growing Awareness and Commitment Challenges of

Millennials and Gen Z face significant challenges in fully adopting an
eco-friendly lifestyle. These hurdles highlight the complexity of making
to Environmental Responsibility Sustainable Living sustainable choices in today’s world:

Concrete Actions to For both Millennials and Gen Z, environmental responsibility

isn’t just a buzzword—it’s a driving force in how they live their
Address Environmental lives. These generations aren’t content with just talking about

Challenges the need for sustainability; they’re actively making changes.

Three key initiatives highlight this commitment:

55% Changing
Daily Habits 52% Lack of Public
Awareness 44% High Costs

The hardest part of living green There’s still a significant portion Eco-friendly products and practices
is often the day-to-day habits of the population that doesn’t often come with a higher price tag,
that need to change. Whether fully understand or prioritize which can be a major deterrent,
it’s switching from disposable environmentally friendly living. This especially for younger consumers
to reusable products, reducing lack of awareness can slow down who may not have significant
energy consumption, or altering broader adoption of sustainable disposable income. Millennials, in
transportation habits, these shifts practices, as societal norms still particular, are feeling this pinch,
require effort and consistency. lean towards convenience and cost- with 47% citing cost as a barrier.

55% 53% 48%

Old habits die hard, and the effectiveness over sustainability. Even when they’re committed to
convenience of the status quo can Millennials and Gen Z often find making sustainable choices, the
be a tough barrier to overcome. For themselves swimming against the financial burden can force them to
Adopting Eco-Friendly Sorting Organic and Utilizing Renewable many, the challenge lies in making tide, advocating for changes that compromise. This challenge points
Products Non-Organic Waste Energy Sources these new habits second nature, aren’t yet mainstream. This gap in to a broader issue: the need for
rather than just occasional efforts. awareness underscores the need for more affordable green options and
More than half of these young Another area where Nearly half of Millennials continued education and advocacy to incentives that make it easier for
people are already choosing these generations are and Gen Z are either using or bring more people on board with the everyone to choose sustainability
products that are better for the making strides is in waste interested in using renewable urgency of environmental action. without breaking the bank.
planet. This shift in consumer management. Over half of energy sources. This growing
behavior is significant, them are actively separating interest in solar, wind, and

Building a Better Future Through

reflecting a growing organic from non-organic other renewable energy
preference for sustainability waste, a practice that might options points to a recognition
over convenience. Whether seem small but has big of the need to break away
it’s opting for reusable items,
choosing brands with ethical
implications. By taking
responsibility for their
from fossil fuels and reduce
carbon footprints. They Political Participation
practices, or avoiding single- waste, they’re contributing understand that the energy
use plastics, Millennials to a broader culture of choices made today will The political landscape of Indonesia, as viewed by As Indonesia continues to evolve, the influence of
and Gen Z are leading the environmental stewardship. have long-term effects on the Millennials and Gen Z, is marked by a complex interplay Millennials and Gen Z in shaping the country’s future
charge in pushing for a more This move towards better planet, and they are eager to of skepticism, responsibility, and cautious optimism. cannot be understated. Their engagement, driven by a
sustainable market. This waste management reflects embrace alternatives that are These young Indonesians are navigating a world full blend of distrust in current systems and the empowering
trend shows a deepening an understanding that cleaner and more sustainable. of challenges, particularly in the realms of politics, reach of technology, will be pivotal in determining
awareness that the choices reducing landfill waste and globalism, and environmental issues. While there is the nation’s direction. Addressing barriers to deeper
they make as consumers increasing recycling are a clear desire for change, moving forward requires political involvement—such as the knowledge gap and
have a direct impact on the crucial steps in combating rebuilding trust in political institutions, enhancing civic fears of intimidation—will be essential. By empowering
environment. environmental degradation. engagement opportunities, and making sustainable living these generations to actively participate in political
more accessible and affordable. processes, Indonesia can fully leverage their energy and
creativity, ultimately leading to a more inclusive, just, and
prosperous society.

161 162
 Introduction
Acknowledgement
to Gen Alpha

90% of young children

Introduction to Gen Alpha
The name “Alpha” comes from the first letter of
the Greek alphabet, representing this group as
those born in the 21st century. Most Generation
Alpha members are children of Millennials and
use handheld electronic
Gen Alpha, short for Generation Alpha, refers to the
generation of people born from approximately 2010 to
grandchildren of Baby Boomers. devices by the age of one,
the mid-2020s. This generation follows Gen Z and is Generation Alpha was born during a time of and this increased screen
characterized by growing up in a highly digital and
connected world. They are the first generation to be born
1 in 3 of the declining birth rates globally and has experienced
the impact of the COVID-19 pandemic from a time has been linked to
entirely in the 21st century and are often surrounded by
technology from birth, with many using smartphones,
Indonesian young age. For those with access, children’s
entertainment has become increasingly dominated
rising health concerns,
tablets, and other digital devices from a young age. Middle Class by digital technology, such as social networks
and streaming services, leading to a decline in
such as obesity, allergies,
The Central Statistics Agency (Badan Pusat Statistik,
BPS) reports that about one-third of the middle-
consists of either interest in traditional television. Technology has
also significantly shaped their early learning
and the negative effects
class population in Indonesia consists of Generation
Gen Z and / or experiences, influencing their interaction in of excessive screen
Z and Generation Alpha, making up 36.89% of this
exposure
classrooms differently from previous generations.
demographic. However, the majority of the middle class
is still dominated by Generation X and Millennials, at
Gen Alpha The use of electronic devices like smartphones and
24.77% and 24.60%, respectively. tablets has surged among infants, toddlers, and
preschoolers throughout the 2010s.

“The middle class in Indonesia,

defined by consumption or Gen Alpha Slang
and their Meanings
expenditure between IDR 2,040,262
and IDR 9,909,844 per capita per
month, represents a significant
portion of our economy. Over half Ever feel like you’re lost in a conversation filled with Alpha’s upbringing in a digital world, filled with social
of this group has at least a high “yeet”s and “lit”s? Are people around you using words media and online gaming, has greatly influenced the
school education, and most are that sound like another language? You’re not alone. words they use.
employed in formal jobs within the Gen Alpha, the generation born after 2010, has created
a new set of slang that can leave even the savviest If you’d like to stay in the know, here’s a guide to some
services sector. Their substantial
adults scratching their heads. Slang is constantly common Gen Alpha slang, mixing some older, still-
consumption, which makes up evolving, allowing each generation to create its popular terms with new ones you might not have
81.49% of total household spending, own identity and express itself in unique ways. Gen heard yet.
positions them as a vital economic
buffer for the country”
Slang Word Meaning Example in a Sentence

Rizz Short for ‘charisma’ and describes someone’s “Whenever he talks to someone new, his rizz just
romantic appeal or charm. draws them in.”

Gyatt A compliment usually given to a woman “She’s walking by, and all you hear is ‘gyatt’ from the
with an attractive figure. guys.”

Mewing Refers to placing the tongue on the roof of “He’s so dedicated to mewing, hoping it will sharpen
the mouth to achieve a sharper jawline. his jawline.”

— Amalia Adininggar Widyasanti

Fanum Tax A term used to describe the act of taking “Leave your fries unattended, and you’re definitely
Acting Head of BPS mentioned in
someone else’s food, popularized by Twitch paying the fanum tax.”
August of 2024 as quoted by IDN Times
streamer Kai Cenat.

163 164
 Introduction
Acknowledgement
to Gen Alpha

Slang Word Meaning Example in a Sentence Slang Word Meaning Example in a Sentence

Skibidi originates from the viral YouTube series “That prank was totally skibidi; it crossed the line.” Vibe Check a spontaneous and usually random moment “Random vibe check! Are you feeling good today?”
‘Skibidi Toilet’ and it can mean “cool” or “bad,” when someone checks your mood or energy.
and can also be used to describe someone “That skibidi move you pulled at the party was so It’s supposed to be a fun experience where the
who’s obsessing over some unimportant thing. wild; I can’t believe you did that!” person being checked is in a good mood.

“She’s always acting so skibidi, like she’s in her own Bop a term for a very good or catchy song. The “Turn it up! This song is such a bop!”
world.” opposite of bop is “not a bop,” meaning
something not enjoyable or not very good.
Ohio used to describe something weird or unusual. “That outfit is so Ohio; I’ve never seen anything like it.”
Sheesh an expression used to convey admiration, “Sheesh, did you see that dunk? That was insane!”
Sigma describes someone who is dominant, a lone “Even without a crowd, he just exudes sigma vibes.” surprise, or being impressed by something. It
leader, or a cool and popular individual. replaces ‘damn’ and ‘oh my god.’

Mog means comparing physical attractiveness “He’s always in the gym, looksmaxxing to make sure Delulu refers to fans who unrealistically believe they “You really think he’ll notice your tags on Insta?
with others, while “Looksmaxxing” means no one can mog him.” can or will end up with their favorite idol or That’s a bit delulu.”
maximizing or enhancing one’s appearance celebrity. They spend unhealthy amounts of
through various methods such as dieting, time and energy on the idol, often unable to
skincare, or even plastic surgery. differentiate between fantasy and reality.

Bet a term used to express agreement or readiness “You want to challenge me in a game? Bet, I’m ready.” Drip something very cool or stylish, usually used to “Your outfit today has major drip, bro!”
to do something. describe clothing, accessories, or something
with a very stylish look or feel.
GOAT stands for ‘greatest of all time’ and is used to “This track is fire; definitely the GOAT of his album.”
describe someone or something considered the Low Vibrational refers to someone or something emitting “Skipping all your meals just to lose weight is low
best ever. negative energy or having an unpleasant vibrational energy.”
vibe. It’s usually used to describe behavior or
Sus short for ‘suspect’ or ‘suspicious,’ describing “Why is he sneaking around like that? Super sus.” situations considered bad or harmful.
something questionable.

Bussin’ something very good or delicious. “The street tacos from that new spot are straight

The Promise and

bussin’.”

Cap lying or boasting, while “no cap” means “You really met the president? No cap?”

Potential of Gen Alpha

something true or real.

Lore refers to the story or background of something, “I spent hours reading about the lore behind the
often used to describe fictional worlds in TV characters.”
shows or video games.
Gen Alpha is still in its early years, and while it’s too globally aware and socially conscious from a young
Ratio’d a term used when the number of replies to “After that terrible take, he got ratio’d so hard on X.” soon to know exactly how they will shape society, age. This exposure is likely to make them approach
social media content far exceeds the number of
their potential is already becoming clear. Raised in global challenges with a strong sense of urgency and
likes or shares, usually indicating someone did
something considered foolish and got criticized
a digital world where technology is as familiar as moral responsibility, striving to develop solutions that
for it. breathing, Gen Alpha stands to become the most tech- are both innovative and ethically sound. Envision a
savvy generation yet. Their ease with digital tools isn’t generation that not only drives technological advances
Brainrot describes the use of meaningless and “Scrolling through memes at 2 AM? That’s some real just about navigating gadgets; it’s about approaching but also considers their wider impact on society and the
nonsensical internet words. The term was brainrot.”
problems with creativity and thinking outside the box. environment—that’s the promise of Gen Alpha.
popularized on TikTok.
As they grow, we can anticipate Gen Alpha leading
Mad Lit a term used to describe something considered “The party last night was mad lit; we danced until the charge in transforming industries—whether it’s As we look to the future, the outlook for Gen Alpha
very cool or exciting, often related to music or a morning.” through pioneering AI-driven education or crafting is bright. Their blend of adaptability, digital fluency,
lifestyle that is seen as excessive. virtual reality environments that revolutionize how we and social awareness uniquely positions them to
experience entertainment, work, and social interactions. navigate—and lead through—the rapid changes of our
Gucci used to describe something good, great, cool, or “Everything’s gucci now that finals are over.”
relaxed.
era. They aren’t just equipped to live in a tech-centric
However, the influence of Gen Alpha goes beyond their world; they’re ready to shape it. As they begin to leave
Ick a term used to describe something someone “I got the ick when he started talking with his technological prowess. They are also coming of age their mark, we can expect a generation that marries
does that instantly makes you feel disgusted or mouth full.” in a period marked by intense awareness of social innovation with empathy, forging a path toward a more
lose romantic interest.
and environmental issues. With an endless stream of connected, inclusive, and forward-thinking world.
information at their disposal, they’re becoming more

165 166
 Acknowledgement

Author This report is proudly presented to you by:

Project Director: Kania Aisha Pasaman
Project Manager: Yolanda Gloria Hutauruk
Collaborators: Winston Utomo & William Utomo
Main Writers: Kania Aisha Pasaman & Yolanda Gloria Hutauruk
Contributing Writers: Ferina Giovanca Hotnauli, Dini Maharani & Marcella Anindita Davisca IDN Research Institute is an independent think-tank that informs the public about issues, attitudes and trends shaping
Art Director: Kevin Ryno Lapian Indonesian Millennials and Gen Z through our research reports and advocacy events. We conduct public opinion polling,
Graphic Designer & Illustrator: Kevin Ryno Lapian & Raganis Tahmidya demographic research, content analysis and other data-driven social science research. We generate a foundation of
Stock Photography & Illustrations: Herka Yanis Pangaribowo, Freepik & Shutterstock facts that enriches public dialogue and supports sound decision-making. We are committed to meeting the highest
methodological standards and exploring the newest frontiers of research. We are led by a team that combines the
Special Thanks: Communications Team of IDN & All Timmy of IDN
observational and storytelling skills of journalists with the analytical rigor of social scientists.

In-depth Interview Sources Research Partner:

Abigail Limuria (Co-Founder of What Is Up, Indonesia? (WIUI)), Andhyta Firselly Utami (CEO of Think Policy
and Co-Head of Bijak Demokrasi), Annisa Steviani (Content Creator and Certified Financial Planner), Aulion
(Content Creator and Initiator of “Musikal Dangdut Kukejar Kau Sayang”), Bernadya (Singer-Songwriter), Bhante
Dhirapuñño (A Respected Buddhist Monk), Brian Chuang (Head of GGWP), Chitra Subyakto (Founder of Sejauh Mata
Memandang), Danesya Mayra Juzar (Founder of Productive Mamas & Mindtastic), Gaery Undarsa (Co-Founder Populix is a go-to data and insights service
& CMO of Tiket.com), Hana Novitriani (Vice President of ICE), Husein Ja’far Al Hadar (Islamic Content Creator), that connects businesses, institutions, and
Judithya Pitana (Editor in Chief of Popbela.com), Kalis Mardiasih (An Opinion Writer and young Nahdlatul ‘Ulama individuals with qualified, diverse, and
targeted respondents across Indonesia.
(NU) activist), Kiki Aulia Ucup (Co-Founder of Boss Creator), Maria Novena Rarahita (Head of IDN Creative), Naya
From market and social research to quick
Anindita (Director of “Serial Musikal Nurbaya” and “Payung Fantasi”), Pasha Prakasa (Director & Choreographer of
surveys, lead generation, and brand
Musikal Keluarga Cemara), Putri Silalahi (Head of PR at Netflix Indonesia), Radityo Prabowo (Expert to the Special
activation, Populix leverages the power
Staff to the Indonesia Minister of Education, Culture, Research, & Technology), Riandika Winandatama (Co-Founder of technology to simplify comprehensive
and Head of Business Boss Creator), Samanta Elsener, M.Psi. (Psychologist & Writer), Samuel Ray (Content Creator, data collection. We provide beyond leads,
Author, and Advocate for Frugal Living), Sandra Ratnasari (Editor in Chief of Popmama.com), Shieny Aprilia (Co- but also valuable insights and in-depth
Founder & CEO of Agate), Triari Senawirawan (Country Managing Director at Warner Music Indonesia), Uni Lubis analysis to assist clients and partners
(Editor in Chief of IDN Times), Zefanya Deby (Head of IDN App) in making more informed decisions and
actionable plans.

Some quotes featured in this report are sourced from articles published on IDN Times, Popbela.com, Popmama.com, For more information, please visit:
https://info.populix.co/en/home-en/
FORTUNE Indonesia, Duniaku.com, GGWP, and Yummy throughout 2024.

167 168
 Acknowledgement

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