After getting married, some couples had to live with their parents-in-law then dropping the marriage level of happiness. However, the core issue is the inability to buy a house. This plan contains the communication direction to solve the issue through the collaboration of multiple stakeholders which empowers couples and future couples to have their dream house.

1. Establishing a
Happy Marriage
14 Jun 2023
Prepared by
for Indonesian Family

2. Indonesia is a family-oriented country. They believe they are responsible for their family's well-being and are
expected to take care of the elders once they have grown up as a form of 'returning favor.' However, things got
a little too complicated when they married and had to live with their parents-in-law.
More than 60% of women admit they have an unhealthy relationship with their mother-in-law. This makes their
level of happiness in their marriage drop dramatically. But, living separately is also not seen as a viable option
because leaving elderly in-laws alone sounds like abandoning them and is perceived taboo.
What is the core issue to this dilemma? What would be the best possible solution to this matter so women don't
need to sacrifice their happiness in marriage?
HOW TO SOLVE MARRIAGE DILEMMA?
The Brief

3. Patriarchal culture lasts a long time in Asia, also in Indonesia. Women are perceived as distinct from men,
this difference is a result of cultural expectations and the treatment that each group receives from the other.
It’s rooted in the religious view that had positioned men as leaders until how society constructed the
gender role through daily interaction.
For examples:
1. The kinship system has a strong preference for sons to continue the line of descent
2. Marriage rules are exogamic with women moving to the household of their husband after marriage
3. A bride price that is paid by the groom
4. A woman’s lineage becomes that of her husband
5. Limited inheritance rights for women
6. Women mainly responsible for domestic tasks
Unfortunately, Women is a Marginalized Group
Understanding
Cultural Contexts
Source: Rammohan & Johar (2009) & Widya (2022)

4. Identifying Opportunity from
Asian’s Marriage Practices
Couples stay with their parents
during the initial periods until
such time as they are able to
start their own household.
Thailand
Family established a new
household either by moving to an
independent house or by dividing
the parental house after they
became independent enough.
China
Prefer neolocal residence, living
only a short period of time with
parents or in-laws before starting
their independent household,
especially in urban areas.
Vietnam
Source: Quah (2015) & Yeung, Desai, and Jones (2018)
Most of Asia's family has a cultural value of living
separately from parents/in-laws because it is perceived
as the autonomy to start their own household.

5. *Source: Yeung, Desai, and Jones (2018)
Actually, the kinship system in Southeast Asia is predominantly bilateral, that is, more
flexible in matters such as inheritance and post-marriage residential arrangement*
However…
The economic issue causes the inability to buy a house. Many couples were
trapped in this hard situation because didn’t have any choices except
‘Pondok Mertua Indah’, which is a co-residence with husband’s parents.
Therefore, The Core Problem is

6. The Tensions of
Co-Residence
Excessive Responsibilities
Mostly on
Daughter-in-Law
Intimate Partner Violence
The change in status of the
mother-in-law from being a
victim when she was young to
becoming a batterer as a
mother-in-law may induce the
kind of ‘conflicting identities’
Excessive Responsibilities
Beside taking care the core
family, daughter-in-law has a
responsibility to take care of their
parents-in-law upon marriage
but the son-in-law hasn't.
In-Law Intervention
Demanding parents-in-law used to
impose their norms and family
leadership style on their son and
daughter-in-law. This creates
relational difficulties and has the
potential to disrupt the family
relationship.
+ +
=
Unfavorable Dilema
Higher levels of depressive symptoms,
poorer mental health, and lower marital satisfaction
Compared to the couples that separated from their parents/in-law*
*Source: Saputra, Hartati, & Aviani (2014)

7. 82%
Source: KumparanMom (2022) & Social Listening
Housewife preferred
living separately from
parents/in-law
Audience Truth
Insight
Couples don’t want others to be a captain in command of their own household
ship because a ship with many captains is a bad idea & will be chaos.

8. Target Audience
Comm. Objectives
● Primary
To educate the future husband about the
long-term benefits of independency in
every aspect of life.
● Secondary
To empower the future couples about
family’s assets & financial management.
Obstacle
If the son asked to move out from his
parent’s house perceived as
well-established & independent.
However, if the daughter-in-law did,
will be perceived to separate the son
from their parents.
Currently, Indonesia is entering
a period of demographic bonus with
about 75,5 million of Gen Z population.
Who has characteristics:
● Be Realistic than perfect
● Have a careful mindset
● Taking control of their path
● Pay attention to mental health
As future couples, they will consider the lesson
learned from their family and will keep their
family’s mental health in realistic ways.
Source: indonesiabaik.id; apa.org; Forbes; Ogilvy

9. Enablers
Stakeholders
Housing
Solution
Rent
Platform
Wealth
Management
Bank with KPR
Government Program
Reksadana, Stock, Crypto, etc
● Subsidi Selisih Bunga (SSB)
● Likuiditas Pembiayaan Perumahan (FLPP)
● Subsidi Bantuan Uang Muka
● Tabungan Perumahan Rakyat (Tapera)
● Bantuan Pembiayaan Perumahan Berbasis
Tabungan (BP2BT)

10. Communication Proposition
Consumer
Truth
Product
Truth
Cultural
Truth
Gotta Go Your
Own Way Assuredly
The understanding of the essence of
independence will empower us to take
our life's remote control into our hands.
This belief will be impacting the dare
action to move out from the
parent/in-law's house and starts our own
household without any intervention. With
a wide range of solutions, we can be the
captain of our household ships.
Most Asian family has a
cultural value of living
separately from
parents/in-law but the
decision shall be on the
husband, not the wife.
People don’t want others to
command their household.
They want to take control of
it and ensure unfavorable
dilemmas hit their marriage.
There are various
housing solutions that
can empower us to live
independently. With
well-managed financial
assets, we can buy a
house or just rent.

11. THANK YOU