Hill+Knowlton Strategies (H+K) launched a new Indonesian study to mark it’s one-year anniversary in this market. H+K’s “The Youth Equation” Report looks into how Indonesia’s largest consumer segment, Generation Z are responding to COVID-19, their new and future digital behaviours; and what this means for brands who want to invest in Indonesia and the need for them to engage Gen Z in order to grow in this market.

The report, which incorporates the responses of over 500 young Indonesian correspondents aged 16+ across Indonesia, looks at the key Gen Z behaviours which have seen significant increases amid the lockdown, and which are likely to continue to hold to some degree. This 40-page report covers various areas and elements, underlining the key trends and shifts within younger Indonesian consumers brought about by the COVID-19 pandemic, including their increasing reliance on digital platforms and connectivity in virtually all aspects of their interactions; and what this means for brands seeking to entice and engage with this new generation.