Y&R research reveals Generation Asia’s strong desire to improve the lives of others

Faith, family, confidence in their own success and a strong desire to improve the lives of others emerged as the top values amongst 18-35 year olds in Indonesia, in the most comprehensive attitudinal study ever conducted into that demographic.

The findings are part of Y&R’s proprietary research tool Generation Asia, unveiled at the official launch of VML Qais Indonesia. Providing Y&R’s digital backbone across Asia, digitally-led marketing and research agency VML Qais conducted Generation Asia in partnership with Y&R.

A staggering 91% of Generation Asia in Indonesia hope to one day achieve great things that will improve the lives of others. 85% of 18-35 year olds feel that religion plays a very important part in their lives, and the same percentage are extremely optimistic about their personal future, that one day they will be rich. And 90% believe that while life has changed, family values remain the same.

“Generation Asia Indonesia is a new breed bridging the sky and solid ground, poised on the cusp of a limitless and self-determined world,” said Y&R Group Indonesia CEO Andrew Dowling. “But they are still determined to uphold the traditions of their family and community, and are respectful of the boundaries of correct and acceptable behaviour – especially in the eyes of others. Confident in themselves and their future, Generation Asia do not limit their dreams to personal success, for many, true success is about changing the lives of others.”

“Indonesia has been on the cusp of greatness many times in the last century, but has never quite made the leap, but in the last decade things have changed dramatically,” explained Hari Ramanathan, Y&R’s Regional Strategy Director, one of the architects of the entire study. “A new generation has taken hold and is busy defining the very mores and future of this nation. It’s a generation that’s only known hope and optimism. They have a firm belief in destiny and their ability and power to shape it.”

Indonesia is the fifth market to unveil its Generation Asia research findings, following an extensive online survey of over 1,400 respondents conducted across Indonesia in June 2012. Indonesia’s biggest single study into the 18-35 segment, Generation Asia is an in-depth attitudinal study into that demographic across the whole region. It is Asia’s most comprehensive psychographic study in terms of number of respondents, geographical coverage and in-depth insights into 16 key topics.

Indeed Generation Asia’s optimism and confidence is reflected in its attitudes to the 16 key topics, namely: Vehicles, Beauty (Men & Women), Communication, Education, Entertainment, Fashion, Food, Money, Health, Kids, Love, Luxury, Media, Sports, Technology, Travel.

Key fascinating insights from Generation Asia Indonesia 2012:

• 82% think that being ‘tech-savvy’ is a must that equates to social currency
• 68% rely upon social media for most of their daily news
• Despite being one of the world’s most socially connected countries, 68% feel ‘always-on’ can be intrusive, the other 32% feel disconnection equals non-existence
• 83% enjoy activities that enable them to meet new people, as entertainment is about the people you’re with rather than where you are
• Contrary to the previous generation, 78% of Gen Asia women feel that the natural look is more beautiful than too much make-up
• And 79% of men think it’s okay for men to use skin-care products
• While 33% thinks it’s okay to buy now, pay later, 68% of 18-35’s are wary of credit cards
• 74% want to be less authoritative as parents, and feel that education should be more fun
• 77% want activity and adventure as part of their travel plans

Added Ramanathan, “For a few years now there’s been talk of how Asia is starting to dominate world affairs, economically, socially and even culturally, and yet this powerful zeitgeist was not seen as the lens through which an entire Generation is going to view their own lives. And most importantly they are going to take decisions that define the future landscape of global society, as well as the fate of brands. This is what prompted Y&R Asia to identify and examine Generation Asia.”