Social marketing campaigns, inequality and materialism: A case study of young consumers in Jakarta

This paper looks at the power of social marketing campaigns in the light of World Bank data that places 43% of the Indonesian population under the poverty line.

Social marketing campaigns, inequality and materialism: A case study of young consumers in Jakarta

Godo Tjahjono and Iwan Murty

Introduction and Background

According to the World Bank Poverty and Equality Database (povertydata.worldbank.org, 2014) and Indonesia's Central Statistics Agency (bps.go.id, 2014), the Gini index (which measures the extent to which the distribution of consumption expenditure or income among individuals or households within an economy deviates from a perfectly equal distribution) for Indonesia, based on consumption expenditure, increased from 0.292 in 1990 to 0.411 in 2013 (the higher the Gini index, the greater the inequality in the society). The World...

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