In 2021, Indonesian consumer spending saw a notable increase, averaging Rp1,260,000, a 3.17% rise from the previous year. This suggests a continuation of heightened consumption patterns in 2024, partly due to higher spending among Indonesian youth, many of whom face cycles of poverty. This trend is influenced by the distinct characteristics of Gen Z and Millennials, born between the early 1980s and mid-2010s, who significantly shape the consumer landscape.
Millennials focus on experiences and authenticity, while Gen Z values convenience and technology. Cultural, economic, and digital factors further influence these behaviors, necessitating tailored strategies to engage these generations effectively. This whitepaper aims to guide understanding of youth culture and market trends amidst these dynamic changes