Original research and market analysis from the RB Consulting team — focused on Indonesian consumers, emerging segments, and the trends shaping business decisions.
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
