Indonesia – Cheil Indonesia has released a new report offering a deep dive into the mindset of Gen Z in Indonesia, shedding light on how this generation is reshaping the definition of ‘cool’ through authenticity, purpose, and intentional digital behaviour.
The report reveals that Indonesian Gen Zs associate “cool” with purpose-driven confidence and unfiltered authenticity. A notable 67% of respondents admire individuals who live boldly, stay true to their passions, and back their beliefs with action—eschewing trend-chasing in favour of meaningful engagement.
Gen Z’s approach to digital life is deliberate. Rather than succumbing to “Fear of Missing Out”, they’ve redefined FOMO as “Filter On My Own”—prioritising content, causes, and moments that align with their identity. They no longer ask, “What’s trending? ” but “What feels right for me? ”
Cheil’s findings show that Indonesian Gen Zs are highly selective with the content and culture they consume. Their attention is earned by content that sparks genuine curiosity or mirrors their lived experiences. TikTok remains a key platform, with trends like A Day in My Life (ADIML) and Get Ready With Me (GRWM) striking a chord through their everyday relatability. Even light social commentary—such as posts addressing class disparity—resonates when presented with authenticity.
This generation also explores emerging digital tools and subcultures, from experimenting with AI to engaging with virtual influencers and viral “brain rot” memes—content that borders on absurdity but reflects Gen Z’s love for unfiltered creativity.
On wellness, 73% of Gen Z respondents prioritise healthy habits not just as personal goals but as identity markers. Whether through mindful eating, fitness routines, or better sleep cycles, health is seen as a lifestyle flex and form of self-expression. They are also discerning about what they consume—inspecting labels, choosing balance over extremes, and embracing sober-conscious behaviours.
For brands, this signals an opportunity: show up not as the expert, but as a companion in their journey to self-care—offering comfort, utility, and real value in moments that matter.
The report also highlights how Gen Zs balance their digital autonomy with deep cultural grounding. Concepts like ‘guyub’ (togetherness) remain strong, with many finding solace in local traditions, nature, and shared rituals. TikTok’s “Kesenjangan Sosial” trend—where users from different social classes playfully engage with class differences—underscores how Gen Z embraces diversity and coexistence through humour and shared experience.
In their digital behaviour, Gen Z is also moving away from traditional search engines. They now turn to platforms like TikTok and ChatGPT for everything from recipes to product recommendations, favouring interactive, visual, and intuitive search tools.
Platform preferences are clear: they expect content tailored to each digital space. TikTok demands curiosity and fun, Instagram is for aesthetics, and X (formerly Twitter) serves as a space for wit and insight. Brands that fail to adapt to these expectations risk being ignored.
The report concludes with a reminder: Gen Z sees through performative marketing. Relevance requires more than trend-hopping—it calls for purpose, cultural fluency, and sincerity. Brands that listen, adapt, and respect Gen Z’s evolving identity stand to earn not just attention, but long-term loyalty.
