Aspiring global, yet staying true to strong cultural foundations: Understanding Generation Z in Indonesia
Dawn HerdmanIlluminate Research AsiaVikas SrivastavJohnson & Johnson
Introduction
Indonesia, with the fourth most populous country in the world, a pluralist society with a burgeoning youth population, has an expanding 'generation Z'. These tweens and teens have grown up in changing times – the post reformasi era (post 1998 reformation), as well as the ever increasing influence of digital, social and other media. Yet Indonesia remains a largely conservative and traditional society.
We intend to review three sometimes competing forces on the female Indonesian...