Picture a 16-year-old finishing class at a vocational high school in Sumatra, or in a small town outside Surabaya. She is not thinking about university rankings or career ladders. She is thinking about her family, her friends, and what comes after graduation. I asked more than 5,000 students like her how they really feel about their lives. The answers were honest, sometimes surprising, and worth sharing beyond the world of marketing and business. This comes from the IYG (Indo

The typical picture of an ageing Indonesian? Inactive. No spending power. Just sitting at home, watching TV. Waiting. This picture is wrong. I have been studying this segment for several years. Two studies — a larger one in 2023 (200 seniors aged 55–75) and a more recent one in 2026 (44 seniors aged 60+ and 45 adult children) — point in the same direction. The senior market in urban Indonesia is more active, more motivated, and more misunderstood than most people assum

When we asked 5,027 SMK students what they would upgrade first if their income doubled, food came last. Gadgets came fourth. Clothing came second. Personal care came third — ahead of gadgets and food, behind only saving and clothing. For a category often treated as low-priority in youth marketing, that ranking deserves attention. Among female students, it ranks second. Above clothing. Above gadgets. Above everything except saving. Among males, it barely registers. The Numbers

Ask an SMK student in Indonesia what they would spend on if money were only enough for one thing. More than half give the same answer: food and drinks. Now ask what they would upgrade first if their income doubled. Only 2 in 100 say F&B. That is the F&B paradox. The category is essential — not aspirational. Those two things are not the same, and brands that treat them as the same are building the wrong strategy. What the Data Shows The IYG Study 2026 surveyed 5,027 SMK studen

We surveyed 5,027 SMK students across 20 provinces in urban and semi-urban Indonesia. When we split the data by geographic area, we found not one youth market — but four, with meaningfully different financial realities. For any bank, digital bank, e-wallet operator, or fintech targeting this cohort, the strategic implication is direct: your Jabotabek playbook will not work in Java. Your Java playbook will not work in Sumatra. And none of them will work in the rest of Indonesi

Ask any SMK student in Indonesia what they would do if their income suddenly increased, and six out of ten will give you the same answer: save or invest more. That is not a guess. It is what 3,087 out of 5,027 students told us — unprompted, as their single top priority — in the Indonesia's Youngest Generation (IYG) Study 2026, a quantitative survey conducted across 20 provinces in May 2026. The finding is striking. But the more interesting question is the one right next to it

Active paternal involvement among Gen Z fathers is no longer the exception — it is becoming the norm. In our study of more than 200 Gen Z first-time mothers in Indonesia, we found a generation of fathers who are present, engaged, and redefining what Indonesian fatherhood looks like. Here is what the data shows.

Gen Z discovers and validates online — but buys offline. Here is what that means for brands targeting Indonesia's first generation of digital-native parents.

The oldest Gen Z are now 28 and entering parenthood. This is what changes when a generation raised on smartphones starts raising children.

From our latest research, 9 out of 10 young Indonesians are grappling with financial struggles. But rather than succumbing to economic pressures, this resilient generation is crafting innovative solutions to stay afloat. Our study, covering major Indonesian cities including Jabotabek, reveals how the youth are turning financial obstacles into opportunities for growth. The Reality Check: A Crisis of Confidence The data paints a sobering picture: only 33% of young Indonesians b

In our recent series of focus group discussions with college students and young professionals in Jakarta and Malang, we uncovered...

In an era where consumer loyalty seems increasingly elusive, understanding what drives young Indonesians to stick with certain brands has...

In the hustle and bustle of urban hubs like Jakarta and the charm of semi-urban gems such as Malang, Indonesia's youth are redefining how...

In today's hyper-connected world, social media has become a double-edged sword for Generation Z. It serves as both a space for self-expression and a source of profound stress. Insights from focus group discussions conducted by RB Consulting in November 2024 among college students and first jobbers in Jakarta and Malang reveal the stark dichotomy of social media’s impact on mental health. A Coping Mechanism and a Trap Social media provides Gen Z with an unparalleled platform f

In Indonesia's fast-evolving economy, the nation's youth are rewriting the rules of career and financial independence. Side hustles, once...

Marketing Research Study by RB Consulting about Young Indonesians apsiration about work and career

A new study conducted by RB Consulting and Snapcart in March 2024 has shed light on the environmental consciousness of young Indonesians...

Online shopping has become a staple for younger Indonesian generations. While online grocery shopping, is emerging among the younger...

I have finished with my series of 55+ y.o. findings. I still believe that contrary to prevailing perceptions, this segment holds promise...

Understanding the aspirations of different consumer segments is crucial for researchers and marketers seeking to identify business...