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...

Still on understanding the 55+ segment in Indonesia, this post is on their media habits and their social media preferences. This is...

Hasil penelitian yang saya lakukan dengan Snapcart di awal tahun 2023 menunjukkan dari sekitar 10,000 responden, 1 dari 2 mengatakan...

Continuing from my previous article on the elderly segment and their shopping habits, this article is more on their online preferences....

Another finding from my research study on Indonesia's expanding segment is on the shopping channels of Indonesia's 55+ population. We...