Indonesia Millennial Report 2020 Types
Millennials are most often used to describe a generation that thrives on instant gratification through technology, spends too much time on social media and are lazy in the workplace. They are portrayed as an adventurous generation that prefer to travel rather than to save for housing, to eat out rather than to cook at home, and to spend money on the latest smartphone rather than to save it in the bank. While it may be true to some degree, it is a generalization and oversimplification of 1 out of 7 types of millennials that we identified, The Adventurer. At the very core, millennials are efficient, optimistic, and not that radically different from other age groups. They are largely driven by passion and use creative means to achieve success and goals in their own terms. The way millennials consume news and information are centered on their mobile phones and their paths to discovery are more nuanced and varied than some may have imagined. While there are many stereotypes and myths about millennials out there, most of them are likely based on assumptions, which will hinder us from truly understanding and fully addressing this generation’s needs. In this report, our team at IDN Research Institute, with the help of Nielsen Indonesia, delved deep on the 7 types of Indonesian millennials which are outlined based on their distinct values, behaviors, and attitudes. With a hypothesis-driven process, we drive conclusions by combining quantitative and qualitative research of more than 5,500+ Indonesians based in 11 cities from Medan to Solo to Makassar, conducting in-depth interviews, running home immersion sessions, and organizing digital diaries. Paying close attention to these factors have enabled us to have an extensive view on what and how millennials focus their attention, time and energy — an essential insight in today’s ever-evolving world.
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Indonesia Millennial Report 2020 Types
- 2. 63.500.000
- 3. 59% of Indonesian workers are junior high school graduates and below.
- 4. 19,5 million formal workers and 26,2 million informal workers
- 5. 7 types of millennial in Indonesia. 26% 19% 7% 14% 11% 13% 10% The Adventurer The Visionary The Artist The Leader The Socializer The Conservative The Collaborator
- 6. Religions, Values & Traditions 1 Family Life & Education 2 Career Paths & Workplace Habits 3 Media Consumption 4 Internet & Online Behavior 5 Entertainment, Hobby & Recreation 6 Consumption & Shopping Behaviors 7
- 7. The Adventurer Outgoing, energetic, and love to explore new things “Anjing menggonggong kafilah berlalu”
- 8. High entrepreneurial spirit JasTip → Manufacturing Buy products that project social image. The Adventurer
- 9. The Visionary “Tak ada rotan, akar pun jadi” Inspiring, charismatic, expressive, and driven
- 10. The Visionary Visionaries always seek credibility behind every content they consume.
- 11. The Artist “Air tenang menghanyutkan” Spontaneous, aesthetic-driven, relaxed.
- 12. The Artist In the workplace, Artists are ‘Teng-go’ and perform best in role with autonomy
- 13. Artists don’t buy products, they buy stories
- 14. The Leader ‘Berakit rakit ke hulu berenang renang ke tepian’. Charismatic, goal-oriented, strong attention to detail.
- 15. The Leader Leaders apply ‘bibit, bebet, bobot’ on all aspects of life. From choosing their workplace, life partner, until assuming role as parents.
- 16. The Leader Leaders are very updated about current political news, but tend to be tight-lipped. Public Disengagement Private Disengagement Passive Private Engagement Public Engagement
- 17. The Socializer ‘Mangan ora mangan sing penting ngumpul’ Outgoing, fun, great project management skills.
- 18. The Socializer They are tolerant by valuing differences, accepting uncertainty, and showing empathize.
- 19. The Socializer They tend to stay for 2-3 years in a company before changing jobs
- 20. The Conservative ‘Alon alon waton kelakon’ Reliable, simple, low-key, family-oriented
- 21. The Conservative Balancing ‘silaturahmi’ and hobbies at the same time
- 22. The Collaborator ‘Tut wuri handayani’ Tolerant, soft-spoken, full of ideas
- 23. The Collaborator Collaborators practice tolerance in almost all aspects of their life
- 24. TV and digital are the best medium to reach them
- 25. 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 1. Create an inclusive & purpose-driven culture with strong self-development programs. 2. Create products and services that answer millennials’ needs and wants. Civil Society 1. Invest in young leaders. 2. Promote diversity and inclusion.
- 26. Which one are you?
- 27. Scan to see full report