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

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

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...