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Hello reader,
As some of you may know, we here at Tech in Asia have been trying our hand at making TikTok videos. A running joke among the team is that this entire affair is basically “a bunch of millennials trying to masquerade as Gen Z,” which is … not untrue, honestly. I literally masqueraded as one in this particular video.
We’re keenly aware that Gen Z is going to be the next big market for brands everywhere. The next batch of founders, investors, and business leaders are going to come from this generation, and we want them to know of Tech in Asia and what we do as they come of age and enter the workforce.
So what better way than to meet them on a platform where they’re at?
Being able to connect with this new generation will be essential to the longevity of brands on the road ahead. This is especially true in Indonesia, where Gen Z constitutes 28% of the total population, making them the country’s largest generation.
Today we look at:
- Gen Z in the Indonesian market
- A startup that’s using biowaste to tackle plastic pollution
- Other newsy highlights such as JD.com’s Q1 financials and Flash Coffee’s latest fundraise
Premium summary
Meet Gen Z
Image credit: Timmy Loen
Let’s face it: Gen Z, which refers to those currently aged between 11 and 26, has and will have serious sway on how companies operate.
Gen Z is Indonesia’s largest generation today, and as they enter their productive age and see their purchasing power increase, brands will need to be able to effectively connect with them in order to stay ahead.
- All about authenticity: Gen Z prioritizes authenticity and uniqueness, which influence their purchasing decisions. They also recognize brands that are more realistic and ethical.
- Spending but not spendy: Despite their rising purchasing power, Gen Z isn’t a wasteful or overly consumptive generation. Research showed that 65% of Gen-Z Indonesians spend less than 4 million rupiah (US$268) on necessities and other purchases every month, with most of their monthly budgets going to food, snacks, and entertainment.
- The right connections: Gen Z isn’t loyal to brands. Rather, they check whether the products fit their personality and align with their values. Brands need to leverage the right channels, such as influencers as well as platforms like TikTok, to connect with this market.
Read more: Gen Z: the new force in the Indonesian market
Tackling plastic pollution
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