THE TRANSFORMING FACE                              OF INDONESIAN WOMEN                         CULTURAL & SOCIAL CHANGES F...
McCann Worldgroup
DIFFERENT LIFESTAGES OF INDONESIAN WOMEN   SCHOOL/ UNIVERSITY/ FREEDOM           JOBS/ CAREER/ MONEY       JOBS/ CAREER/ H...
DIFFERENT LIFESTAGES OF INDONESIAN WOMENLIFESTAGE 1                    SCHOOL/ UNIVERSITY/ FREEDOM                 12 – 15...
KEY DRIVING FROCE OF INDONESIAN WOMENME                  LIFE IS FUNMINE                LIFE IS FREEDOMMYSELF             ...
YOUNG WOMEN ADDICTED TO TECH      From this diagram, we can see that among 15.5 million    female Facebook users in Indone...
YOUNG, RESTLESS AND WOMAN ON TOP              PUBLIC DISPLAY OF STRENGTH AND EQUALITY        Riset Koalisi untuk Indonesia...
DIFFERENT LIFESTAGES OF INDONESIAN WOMENLIFESTAGE 2                     JOBS/ CAREER/ MONEY                        21 - 27...
KEY DRIVING FROCE OF INDONESIAN WOMENPLAY                   FINANCIAL INDEPENDENCEWORK                   PROFESSIONAL CARE...
GROWING NUMBER OF WORKING WOMEN           According to the latest MasterCard Index of Women‟s  Advancement (MCIWA) Indones...
TRADITIONAL FASHION INFUSED WITH WESTERNATTITUDEThe latest style statement is Hijab Fashion. Plenty of new fashion     des...
DIFFERENT LIFESTAGES OF INDONESIAN WOMENLIFESTAGE 3                 JOBS/ CAREER/ HOME/ RESPONSIBILITY                  27...
KEY DRIVING FROCE OF INDONESIAN WOMENMARRIAGE                MULTIPLE ROLESFAMILY                  MULTIPLE RESPONSIBILITI...
GREATER EXPRESSION & GROWING NUMBER OFSEPERATION       In Indonesia, the old tradition of woman should obey every      com...
ROLE REVERSAL AND THE BIRTH OF MOVEMENT           TIME TO SPEAK UP FOR INDONESIAN WOMEN                  Indonesian women ...
McCann Worldgroup
THE TRUTH ABOUT BEAUTY & HAIR CARE                    Beautiful as I‟m                                   Oriental beauty c...
AS THEY SPEAK OUT                                                                                    “Inner beauty is like...
THE TRUTH ABOUT BEAUTY & HAIR CARE                   Clean Impression                                 Inner Beauty        ...
AS THEY SPEAK OUT                                                            “Sleek hair and fair skin, makes it easier to...
THE TRUTH ABOUT BEAUTY & HAIR CARE                     Beauty Regime                                        Instant Gratif...
AS THEY SPEAK OUT    “I want to look nice and attractive, but            “With more campaigns on improving women‟s    not ...
Eager to continue the conversation?Contact McCann WorldgroupE-mail: Roop.Mukhopadhyay@mccann.comTelephone: +6281286277291 ...
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The transforming face of indonesian women

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Social and Cultural changes taking place in modern Indonesia. And what are the few key things brands talking to Women in Indonesia should know about.

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The transforming face of indonesian women

  1. THE TRANSFORMING FACE OF INDONESIAN WOMEN CULTURAL & SOCIAL CHANGES FOR BRANDS TALKING TO WOMEN IN INDONESIA McCann Worldgroup© 2011 McCann WorldGroup. All rights reserved.
  2. McCann Worldgroup
  3. DIFFERENT LIFESTAGES OF INDONESIAN WOMEN SCHOOL/ UNIVERSITY/ FREEDOM JOBS/ CAREER/ MONEY JOBS/ CAREER/ HOME/ RESPONSIBILITY12 – 15 Yrs 15 - 21 Yrs 21 - 27 Yrs 27 - 36 Yrs 36 - 45 YrsDRIVING FORCE: CREATE AN OWN DRIVING FORCE: DRIVING FORCE: NURTURER OF THE BESTIDENTITY. MAKE A MARK FAMILY. PROFESSIONALLYPERSONALITY: PERSONALITY: PERSONALITY: YOUNG, VIBRANT,YOUNG, VIBRANT, EDUCATED, TECH-SAVVY, MODERN YET TRADITIONAL, EDUCATED, EDUCATED, TECH-SAVVY,OPTIMISTIC, CAREFREE, ACTION ORIENTED FAMILY ORIENTED, IMMACULATE, CLEAN, OPTIMISTIC POSITIVE, VALUE CONSCIOUSBEAUTY TO THEM: BEAUTY TO THEM:OUTER LOOKS, PHYSICALLY FIT, NATURAL OUTER LOOKS, PHYSICALLY BEAUTY TO THEM:GOOD LOOKING AND FLAWLESS BEAUTY, FIT, NATURAL GOOD NATURAL BEAUTY, PHYSICALLY FIT, INNERATTRACTIVENESS LOOKING AND FLAWLESS BEAUTY AND HAPPINESS, ATTRACTIVENESS BEAUTY, ATTRACTIVENESS McCann Worldgroup
  4. DIFFERENT LIFESTAGES OF INDONESIAN WOMENLIFESTAGE 1 SCHOOL/ UNIVERSITY/ FREEDOM 12 – 15 Yrs 15 - 21 Yrs DRIVING FORCE: CREATE AN OWN IDENTITY. PERSONALITY: YOUNG, VIBRANT, EDUCATED, TECH-SAVVY, OPTIMISTIC, CAREFREE, ACTION ORIENTED BEAUTY TO THEM: OUTER LOOKS, PHYSICALLY FIT, NATURAL GOOD LOOKING AND FLAWLESS BEAUTY, ATTRACTIVENESS McCann Worldgroup
  5. KEY DRIVING FROCE OF INDONESIAN WOMENME LIFE IS FUNMINE LIFE IS FREEDOMMYSELF LIFE IS DOING MORE A career oriented woman in Indonesia can be described in the following order of importance: 1. BEING ATTRACTIVE 2. BE A COOL CAT 3. INNER SUBSTANCE, OUTER CHARM 4. HUNGER TO DO DIFFERENT THINGS In Indonesia, today life is all about Optimism and opportunity. More intercity migration for better opportunity and brighter future. Enjoying career & social life and living to the fullest without any societal pressure. Not being tied up and being pressured to complete their life by moving on to the next stage – marriage & family. More time and resources to spend on themselves therefore make the most of it now before age and responsibility sets in. McCann Worldgroup
  6. YOUNG WOMEN ADDICTED TO TECH From this diagram, we can see that among 15.5 million female Facebook users in Indonesia, 45.15% of them are between the age of 18-24 years old (almost 7 million people), and 31.76% of them are between the age 13-17 years old (almost 5 million people). The real fashionholic in Indonesia are used to have Lookbook account, and this made them to establish fashion community named Lookbook Jakarta. This community share information, pictures, stories, and even gathering. They do also have Facebook fan page McCann Worldgroup
  7. YOUNG, RESTLESS AND WOMAN ON TOP PUBLIC DISPLAY OF STRENGTH AND EQUALITY Riset Koalisi untuk Indonesia Sehat (Coalition Research for Healthy Indonesia) involving 3,040 female respondents age 13-25 years old found the results of why do the young women smoking. 54.45% teenager and women smoking to relieve their tension and stress. The other, 29.36% said that it‟s for relax, 12.84% are smoking to be like a man, 2.29% said it‟s for friendship reason, and 0.92% answered that they do that in order to be accepted in the peer group. WEAR IT, FLAUNT IT. Tattoos have become the new attitude statement for the young Indonesian women. They have started shredding their conservative view religion and society and started embracing an attitude of independence and daring. “Anything that a man can do, I can do as a woman too.” Popular Indonesian female actress with tattoos : (from left to right) Fahrani and Olla Ramlan McCann Worldgroup
  8. DIFFERENT LIFESTAGES OF INDONESIAN WOMENLIFESTAGE 2 JOBS/ CAREER/ MONEY 21 - 27 Yrs DRIVING FORCE: MAKE A MARK PROFESSIONALLY PERSONALITY: YOUNG, VIBRANT, EDUCATED, TECH-SAVVY, OPTIMISTIC BEAUTY TO THEM: OUTER LOOKS, PHYSICALLY FIT, NATURAL GOOD LOOKING AND FLAWLESS BEAUTY, ATTRACTIVENESS McCann Worldgroup
  9. KEY DRIVING FROCE OF INDONESIAN WOMENPLAY FINANCIAL INDEPENDENCEWORK PROFESSIONAL CAREERGROW RECOGNITION & SUCCESS A career oriented woman in Indonesia can be described in the following order of importance: 1. BECOMING A BETTER EMPLOYEE 2. TAKING ON MORE CHALLENGING ROLES 3. HANDLING WORK-HOME BALANCE BETTER 4. BECOMING MORE SOPHISTICATED More women are now forced to seek employment to keep the family going and to bear the rise in the increased prices of most items. Working women are also fast becoming smarter consumers by demanding better value and quality products. Finally working and earning on their own is making them more self reliant and therefore becoming a stepping stone of future securities. McCann Worldgroup
  10. GROWING NUMBER OF WORKING WOMEN According to the latest MasterCard Index of Women‟s Advancement (MCIWA) Indonesia is the fastest growing nation in SEA when it comes to women empowerment and workforceparticipation. The numbers have increased by 45% in the last two years. With an overall score in the MCIWA Index, Indonesia 5th largest market for women worthy of credit rating. In Indonesia, the number of working women is increasing in every possible field. The numbers grew to 9.3 Million in 2008 – 2009 with an average income of USD 2200. per month. Today women are taking the helm of running the show at home and supporting the economic needs of their families. In a recent survey conducted by Neilsen, 96% of women in high school wants to find a decent job after they complete their education. McCann Worldgroup
  11. TRADITIONAL FASHION INFUSED WITH WESTERNATTITUDEThe latest style statement is Hijab Fashion. Plenty of new fashion designers from Indonesia have made Hijab the most popular fashion statement for women. Traditional yet the most modernstyle statement. Social Media is emerging as the hottest media to spread the word. Popular sites are: Welovehijab.com Hijabfashion.net Hijabtrendz.com Not only famous accessories shops in shopping mall (e.g. The Little Things She Needs, Naughty, Cindy) , even there are plenty online shops in Facebook selling their own hand made accessories stuff. Accessories don‟t give function, but they do create fashion statement. McCann Worldgroup
  12. DIFFERENT LIFESTAGES OF INDONESIAN WOMENLIFESTAGE 3 JOBS/ CAREER/ HOME/ RESPONSIBILITY 27 - 36 Yrs 36 - 45 Yrs DRIVING FORCE: NURTURER OF THE BEST FAMILY. PERSONALITY: MODERN YET TRADITIONAL, EDUCATED, FAMILY ORIENTED, IMMACULATE, CLEAN, POSITIVE, VALUE CONSCIOUS BEAUTY TO THEM: NATURAL BEAUTY, PHYSICALLY FIT, INNER BEAUTY AND HAPPINESS, ATTRACTIVENESS McCann Worldgroup
  13. KEY DRIVING FROCE OF INDONESIAN WOMENMARRIAGE MULTIPLE ROLESFAMILY MULTIPLE RESPONSIBILITIESCHILDREN MULTIPLE PRESSURE POINTS A well-defined woman of Indonesia can be described in the following order of importance: 1. FIRSTLY A WIFE 2. WELL BEHAVED DAUGHTER IN LAW 3. A GOOD MOTHER 4. HOUSEHOLD ECONOMIC SUPERVISOR Responsible for the happiness of her husband & children. Plan to devote her entire life to take care of her family‟s well-being Social life exists but revolves around family life Her child‟s achievements are her success and pride – seeking for ways for self-actualization by being a „great mother‟ who raises „great children‟ Some have economic activities – catering, cake selling, selling clothes/bags/accessories – to earn side income and „kill time‟ as the kids spend more time at school McCann Worldgroup
  14. GREATER EXPRESSION & GROWING NUMBER OFSEPERATION In Indonesia, the old tradition of woman should obey every command of their husband no longer applies. The norms are being broken by women who are working, earning and holding a position of power due to their work and getting recognized for the same. This power play equation is also being reflected in marital relationships, often driving separation and divorce. . Aa Gym, Teh Nini, and Teh Rini (her second wive) High profile cases like Aa Gym (popular Islam preacher) and Teh Nini, sued by Teh Nini because Aa Gym made polygamy by Ussy Sulistiawati and his marrying another younger woman. ex-husband Another case is the divorce of Ussy Sulistiawati from her rich business man husband because of Ussy‟s objection to become a housewife. McCann Worldgroup
  15. ROLE REVERSAL AND THE BIRTH OF MOVEMENT TIME TO SPEAK UP FOR INDONESIAN WOMEN Indonesian women is now tougher and more competitive. We had female president, and there are plenty success and inspiring other Indonesian women leaders, such as : Betty Alisjahbana (former General Manager for IBM Asia Pacific and Iim Fahima Jachja (CEO of Virtual Consulting). Iim Fahima Jachja Betty Alisjahbana START A MOVEMENT With the ease of social media and digital world, it‟s much easier to start a business. StartUpLokal is more than that. #StartupLokal was initiated by Aulia Halimatussadiah (Ollie @salsabeela), Natali Ardianto (@nataliardianto), and Nuniek Tirta (@nuniek). All of them are female. The organizers have great reputations as founder and owners of famous startups in Indonesia. An average of 200-335 people participated on #StartupLokal Meetup and it keeps growing. The topics of the meetup varies from communication, branding, public relation, investment, and all the topics that have connection to startup scene. #StartupLokal meetup v17, focused on women entrepreneurs McCann Worldgroup
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  17. THE TRUTH ABOUT BEAUTY & HAIR CARE Beautiful as I‟m Oriental beauty codes Wheatish Whitish Natural Products Expertise Products• The younger generation of women in Indonesia are caught between a tremendous battle between their “Natural Looks” and adapting the “Oriental Beauty Codes.” This trend is being driven by the latest K-POP/ K-KULTURE Media attack they have been exposed too, in the last three years. • Korean celebrities leading the image. • SUPER STRAIGHT HAIR | SUPER SLIM BODY | SMOOTH FAIR SKIN• FAIR SKIN IS HIGHLY ASPIRATIONAL. Even the chinesse ethnic female, are using whitening products. Women are willing to experiment with different hair and skin products and often reading up on internet to understand and know what products are experts and help them get the desired looks they want. Internet has become the main source of information and women spending more time acquiring knowledge by reading and participating online forums and taking expert tips. • Regular salon treatment like hair creambath – body scrub, is now taken at home on weekends. They are also buying new innovative products like hair vitamin, skin vitamin/pills to supplement their beauty regime.• The 30-40 are more serious into natural product & ingredients, and they tend specially for personal care. But the 45-55 yo, surprisingly, despite their knowledge and close experinece with herbal/natural product in their younger age, they clearly very open to new product and technological expertise with ingredients with the prommise of instant / higher efficacy. McCann Worldgroup
  18. AS THEY SPEAK OUT “Inner beauty is like when you have self confidence, it shows. Inner beauty is “Ah, as long as it comes from big elegance ... So natural you don‟t have to brand, i believe it. They will not lie put on make but you are already look right? It‟s too risky for them too” beautiful. Just so natural. I think when – , 19 Yrs you are older, inner beauty start showing. It emerge from inside of you” - Yucca , 5 Yrs “If you are beautiful but your family is not happy, what good is it? .. Everythign needs a “I notice, that If a girl is neat balance. I like Widyawati.. She is beautiful, no and clean, men like it, because scandal in her marriage, her kids is doing that means that she will be a allright. As a women, she is smart to balance good wife, takes good care of it all. Public and personal life” (45-55) the house and kids later” (30- - Anggie ,46 yrs 40) - Rizky , 33 Yrs “If you are beautiful but your “I feel that compliments family is not happy, what good is from friends or relatives “I would rather get compliments it? .. Everythign needs a balance. I is nicer to hear. I like from a guy , they will say what they like Widyawati.. She is beautiful, no that. I don‟t think mean. A girl will say that, but inside scandal in her marriage, her kids husband will say whe must feel envious, or not sayign is doing allright. As a women, she something significant it sincerelly. Even between good is smart to balance it all. Public about my look anymore” friends, we do envy each other right” and personal life” (45-55) (45-55) (20-25, 30-40) - Tania , 37yrs - Ambar, 26 yrs McCann Worldgroup
  19. THE TRUTH ABOUT BEAUTY & HAIR CARE Clean Impression Inner Beauty Looking Good Self Confidence High Fashion Not Sexy & Ostentatious• Women in Indonesia wants to display a clean impression which is an absolute must in most major cities given the tropical and highly humid weather of the country coupled with high level of pollution. However, inner beauty and looking good through good food, good exercise and good nature is more important than just creating an outer impression. Clean impression also has an effect of the subtle class system that prevails in Indonesia, which means the woman comes from a higher class and has high personal hygiene standards.• Indonesian women emphasis on good looks because of the after effect it has on their self-confidence, which in turn makes them smarter in areas like work, social gathering and hang out with peers. Looking good has a greater social acceptance in the fragmented social fabric of Indonesia. Makes her more approachable and therefore more smarter.• Indonesian women wants to be stay fashionable even willing to spend more high couture but no way they want to be seen as improper, vulgar or inappropriate in the society. Harajuku is not acceptable but hot pants is HOT! McCann Worldgroup
  20. AS THEY SPEAK OUT “Sleek hair and fair skin, makes it easier to “Clean and neat .. Because we give a „neat‟ impression. And also important is spend a lot of time outside, on the that you follow what‟s „in‟ now. Accesories is road, and the sun and pollution is easiest to have. The „in‟ thing is Korean ... Oh, I high ... So people get messy easily. loovvveee Korean artist, they are so good It‟s not nice to look at” looking” - Yucca , 5 Yrs – Alisha, 19 Yrs “At home we have kids to take „It‟s fact that old people tend to look dirty care, but at the office we need to and messy easily. Our body is not slim, look sharp and proffesional. grey hair showing, and the wrinkles! .... So Nothing fancy and glamorous, but what‟s important is when you look fresh, neat and a bit exclusive lah. Put and you have your health, then you can on a bit accesories, nice blouse still have your activity and attend faily and parfume” gatherings, be active” - Rizky , 33 Yrs - Anggie ,46 yrs “You have to wear make up, „At our age, the kids are at otherwise you feel too „domestic‟. But colleague already.What‟s not too much, but people will know important is you look fresh all the that you dress up, and takes care time, and feel fit. Dress up neat about your skin and hair properly” and polite .. It‟s not about hair - Ambar, 26 yrs colour or lipstic” - Tania , 37yrs McCann Worldgroup
  21. THE TRUTH ABOUT BEAUTY & HAIR CARE Beauty Regime Instant Gratification Healthy Living Feeling Attractive Simplicity n Realness Self Worth• Women in Indonesia are slowly embracing “Instant Gratification” as a new lifestyle movement. With so much to do and so little time in hand, they’re looking for instant solution in every aspect of their life. Anything that makes their life easy and fast is acceptable. Across categories, this is a true reflection of our times.• Feel attractive is an after effect of living a healthy lifestyle. Going to gyms, doing yoga, visiting a spa are some of key activities that women in Indonesia are fast adopting too. So from the right choice of diet and nutrition to living a balanced lifestyle is making a huge difference. Brands should take notice of this fact while talking to women.• Realness is another way of expressing the self-worth of women in Indonesia. They want things to be simple and real. Anything that don‟t reflect these changing mindset of women are being rejected. From technology to kitchen appliances to even choice of attire, it needs to highlight the self worth of a woman and their pride of womanhood. McCann Worldgroup
  22. AS THEY SPEAK OUT “I want to look nice and attractive, but “With more campaigns on improving women‟s not „too much‟ that will attract health for example breast cancer awareness everyone‟s attention in a dramatic way or cervix cancer prevention, I start to watch or make me look „too obvious or weird‟ out what I eat and determined to live a in the crowd… I want to be beautiful in healthier life style” my own way” “It is important to be able to stand on your own two feet. People will respect “I put aside some percentage of you more, and you‟ll be able to make my salary to take care myself, like decisions for your own life… Having no going to a spa, saloon or buying education or job means you would have products to maintain my health to allow other people to make decisions and beauty…” for you” “My physical appearance is my asset, “I go to the gym at least twice a personally and professionally. People week, not only to be slim but also will always judge you by your look to be healthy” first. To gain the respect you want, you need to look your best” McCann Worldgroup
  23. Eager to continue the conversation?Contact McCann WorldgroupE-mail: Roop.Mukhopadhyay@mccann.comTelephone: +6281286277291 Thank You! McCann Worldgroup

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