Trend Watch: Indonesia’s sleeping dragon awakens in 2017

This article outlines the trends set to shape Indonesian marketing in 2017, including economic growth, aspirational middle class consumers, mobile-first, and increased ad-spend across both traditional and digital media.

Trend Watch: Indonesia's sleeping dragon awakens in 2017

Anish Daryani

After a 5-year long slumber, Southeast Asia's largest economy has awakened, promising an exciting economic outlook, supported by strong fundamentals, catalyzed by reforms and fronted by a strong leader who's determined to make things happen.

Between 2011-2015, the country's GDP continued to slide amid sluggish global growth, tumbling commodity prices, higher interest rates (especially between 2013-15) and high inflation brought about by subsidized fuel reforms. The Indonesian Rupiah emerged as one of the worst performing currencies globally, losing up to 35% in value in the last 2 years.

However, the...

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