Generation Z, also known as post-millennials or Zoomers, consists of those born from the late 1990s to the early 2010s. In Indonesia, the generation makes up a significant portion of the
, with the youngest members still in their school age and the oldest stepping into young adulthood. As they transition into the
and emerge as a key consumer market, the unique views and values of Generation Z are beginning to shape the country’s future.
Indonesian Gen Z’s attitudes
Social and economic inequality, mental health, and social justice are the
leading issues concerning Generation Z in Indonesia. As they enter the workforce, they are starting to become a significant part of Indonesia’s labor market. Many Gen Z individuals, especially those supporting both their parents and children—often referred to as the sandwich generation—find that a single income source is often not enough. A 2023 survey found that most
Indonesian Gen Z had side jobs to earn extra income, reflecting their need for financial stability amidst rising living costs. Furthermore, as Gen Z tends to
prioritize work-life balance and mental health, they value companies that are aware of and responsive to these issues.
The digital natives
Indonesian Gen Z has grown up with digital technology deeply integrated into their lives. Compared to other generations in the country, they spend more time online, averaging up to six hours daily on social media. This high level of online engagement is not only for leisure activities but also includes shopping, working, and entertainment. Social media significantly influences their lifestyle, from
purchasing decisions and
travel inspirations to
political views.
Gen Z consumers in Indonesia
With its substantial size and purchasing power, Gen Z has emerged as a prominent consumer market in Indonesia. Shopee stands out as a
popular e-commerce platform among the generational cohort, with clothing being the
most commonly purchased product category. The majority of Gen Z in the country spends up to 500 thousand Indonesian rupiah each month on online shopping, indicating the potential of the Gen Z consumer market to further drive the growth of Indonesia’s digital economy.
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Due to varying update cycles, statistics can display more up-to-date
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