The emergence of "I" in Indonesia: Understanding how Indonesia is slowly moving from a collective, conformist to a more individualist, assertive society

This paper explores the tension in Indonesia between its traditional, collective culture and a newer-found individualism, and what this means for marketers.

The emergence of "I" in Indonesia: Understanding how Indonesia is slowly moving from a collective, conformist to a more individualist, assertive society

Monica Cravenetya and Satish PaiDeka Marketing Research

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Introduction

Indonesia, the third largest democracy in the world, provides a lot of challenges to the marketer, given the diversity as well as the population and size.

One unique aspect of the market has been that it has been a very affiliative society and there is a significant emphasis on maintaining harmony.

Indonesia as a market started opening up in the...

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