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(youthlab indo) Why Indonesian youth turn their back on brands


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Insight, data, and statistic for youth marketing in Indonesia
*kata kunci: pemasaran, tren anak muda,riset anak muda, riset pemasaran, strategi pemasaran anak muda, jasa riset, jasa riset pemasaran, biro riset pemasaran, konsultan pemasaran, youth culture asia,youth culture report,youth data,youth indonesia,youth insights,youth marketing indonesia,youth marketing reports,youth research,youthlab, indonesian youth, data anak muda, penelitian tentang anak muda, hasil survei tentang anak muda, jasa penelitian, anak muda indonesia, studi anak muda

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(youthlab indo) Why Indonesian youth turn their back on brands

  1. 1. Why Youth Turn Their Back on Brands Data & Insights By Youth Laboratory Indonesia Preview of “Indonesian Youthniverse 2011” report available early December 2010
  2. 2. 1. Cultural Shift From collectivism to Individualism. Individualism in term of choice and personality. Indonesian youth had enough of people telling them ‘how to’ and ‘what should’ they be. The traditional paradigm in school and home restrain them to speak up and be upfront. They Strive to gain more appreciation of their genuine self and idea. The basic Theory of social learning failed, as youth doesnt imitate brand Icon anymore..
  3. 3. 2. Sceptism over Mainstream Media “Media lies most of the time”. After Decades of hegemonic control over media by the authoritarian ruler, youths lost their trust over it. Information are filtered & re-checked. They rely more on peergroup, aware of brand ads presence but not fooled. “watcing tv is too depresing lately” said Raditya Dika on his twitter account. TV are filled with natural disaster, economic pessimism, and political bull**** creating a wider parapsychological distance with youths
  4. 4. 2002 2003 2008 TheendofBrandIcons? CaseStudy:Dian&Nico Dian Sastrowardoyo & Nicholas Saputra are well known as youth Icon since the late early 2000. Considered as Indonesia’s sweetheart, Dian & Nico represent the modern Indonesian: Intelectual, Good looking, Confident & Idealist. Their popularity leap off since the teen movie hit: AADC (Ada Apa Dengan Cinta) in 2002. Their awareness rate among youths is still well guarded.
  5. 5. Dian & Nico Continue their venture, Partnering as Icon for Samsung Corbis (2009)
  6. 6. We ask the young people “What Handset Does Dian Sastro actually use in real life?” 54% Are saying that Dian actually use a Blackberry
  7. 7. 3. Brand Monologue Instead of engaging dialogue with the FANS brands prefer throwing the “problems” to agencies or a youth icons. ‘Youth marketing’ is defined as paying a youth icon to tweet or update their facebook status about a particular brand. Spam of awareness! a lazy marketing at work. Brands neglect the fact that FANS want to be part of the creation process.
  8. 8. “Be the avant guard of Marketing In Indonesia. Get the “Indonesian Youthniverse Report 2011” this early December. Predict the trends next year onward on mobile, fashion, media, Icon, subculture, automobile, motorcycle and a lot more...” -Muhammad Faisal- Executive Director Youth Laboratory Indonesia Find out more on