Indonesia

Millennial
Report
2020.
63.500.000
59% of Indonesian workers are junior high
school graduates and below.
19,5 million formal workers and 26,2 million informal
workers
 The The The The
Adventurer Visionary Artist Leader

7 types of
millennial in 26% 19% 7% 14%

Indonesia. The
Socializer
The
Conservative
The
Collaborator

11% 13% 10%

 1 2 3 4
Religions, Values & Traditions Family Life & Education Career Paths & Media Consumption
Workplace Habits

5 6 7
Internet & Online Behavior Entertainment, Hobby Consumption &
& Recreation Shopping Behaviors
The Adventurer
“Anjing menggonggong kafilah berlalu”
Outgoing, energetic, and love to
explore new things
The Adventurer

High entrepreneurial spirit Buy products that

JasTip → Manufacturing project social image.
The Visionary
“Tak ada rotan, akar pun jadi”
Inspiring, charismatic, expressive, and
driven
The Visionary
Visionaries always seek
credibility behind every
content they consume.
The Artist
“Air tenang menghanyutkan”
Spontaneous, aesthetic-driven, relaxed.
 The Artist

In the workplace, Artists

are ‘Teng-go’ and perform
best in role with
autonomy
Artists don’t
buy products,
they buy stories
The Leader
‘Berakit rakit ke hulu berenang renang ke
tepian’.
Charismatic, goal-oriented, strong
attention to detail.
 The Leader

Leaders apply ‘bibit,

bebet, bobot’ on all
aspects of life. From
choosing their workplace,
life partner, until assuming
role as parents.
 The Leader
Leaders are very updated about current political news, but tend to be
tight-lipped.

Private
Public Disengagement Passive Private Engagement Public Engagement
Disengagement
The Socializer
‘Mangan ora mangan sing penting
ngumpul’
Outgoing, fun, great project management
skills.
The Socializer

They are tolerant by valuing

differences, accepting
uncertainty, and showing
empathize.
 The Socializer

They tend to stay for

2-3 years in a
company before
changing jobs
The Conservative
‘Alon alon waton kelakon’
Reliable, simple, low-key, family-oriented
 The Conservative

Balancing ‘silaturahmi’
and hobbies at the
same time
The Collaborator
‘Tut wuri handayani’

Tolerant, soft-spoken, full of ideas

 The Collaborator

Collaborators
practice tolerance
in almost all aspects
of their life
TV and digital are the best
medium to reach them
What’s next?
Public Sector
1. Identifying root causes
and key drivers to create
targeted programs that
empowers the quality of
human resources.
2. Bridging digital gaps and
strengthen social inclusion.
Private Sector Civil Society
1. Create an inclusive & 1. Invest in young leaders.
purpose-driven culture with
strong self-development 2. Promote diversity and
programs. inclusion.
2. Create products and
services that answer
millennials’ needs and wants.
Which one are you?
Scan to see full report