The people of Indonesia are waiting to celebrate Ramadan this year, as the holy month comes at a time when the country is feeling optimistic with the arrival of vaccines, the opening up of the economy and freedom of movement.
The past year has seen consumer behaviour change dramatically as the population coped with the pandemic. However, what is unique about Indonesia is that while business sentiment is low, consumer optimism is higher than ever.
Fear and fearlessness are the two key pillars that drive this sense of optimism. The general sense of optimism has permeated Indonesia’s consumers, its culture,...