Customising traditions

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Across the world we are seeing a rise in individualism. This might feel like a recent phenomenon, driven by millennials, the ultimate ‘me generation’, yet individualism has been increasing for several generations. Recent figures put growth in individualistic practices at around 12% since 1960 (Santos and Grossman, 2017 ).

As international market researchers, we recognise greater individualism is impacting different markets. We carried out research in Indonesia to explore how it was affecting this traditionally collectivist and conservative culture, combining quantitative research with cultural contextualisation to unearth new insights.

Collectivist culture  

Indonesia is a strongly religious society, with a Muslim majority and inherent conservatism. Affiliation and togetherness are important, expressed in the shared values of gotong royong (mutual cooperation) and bhinekka tunggal ika (unity in diversity). 

Our quantitative survey of 1,000 Indonesians identified that individualistic beliefs at a societal level, such as freedom to express one’s opinions and to choose one’s path in life, are shared by all ages, but when it comes to choosing brands, products and services, a very different picture emerges across the generations.

Enabling self-expression via consumption choices was found to be important to 42% of Indonesian Generation Z ( 17- to 21-year-olds), compared with only 26% of Indonesian millennials. In contrast, choosing brands that have a positive social impact is important to 37% of Gen Z versus 58% of millennials. The survey data supports the view that Indonesians are becoming increasingly individualistic, with Gen Z leading the charge. But it doesn’t help us understand what this means to young Indonesians and the impact of the generational differences. 

To explore this cultural context, we enlisted the help of our ‘Illume Guides’ – culturally savvy consumers in local markets around the world. They represent a wide range of personal passions and are among the first to adopt the latest trends. 

Balancing identities 

Whether it’s getting a tattoo or listening to punk music, experimentation by the younger generations is causing tensions between those keen to embrace liberalism, and those intent on preserving the accepted Indonesian society. Torn between their own progressive ideals and the expectation of family and communities, young people are exploring self-expression in a considered, measured manner.  

Key to this strategic balancing act is social media. Different platforms satisfy different needs, allowing Indonesians to fulfil multiple social roles (family, religion, work or study) while continually spinning several identity plates at once. 

Facebook is the place to keep in touch with parents and older relations, and so posts and content should be ‘clean’ and present you in a positive light. Conversely, Instagram is used to express more intimate thoughts and feelings with close friends who have similar views, without fear of judgement. On YouTube, Gen Z share satirical videos from vloggers such as Cameo Project and Skinnyindonesian24, who encourage thought on topics ranging from gender stereotypes to political elections. 

Express yourself

Independence and self-expression come from the ability to choose what’s valuable to you. In Indonesia, self-expression is also about having the bravery to challenge outdated opinions, while still showing respect for others to maintain good relationships. This means self-expression is subtler, as there needs to be a balance between having individual opinions without disrupting your wider networks. 

One way young Indonesians are expressing themselves is through customising and personalising existing traditions. This doesn’t mean they are running away from traditional values or religious practices; rather they’re choosing the way in which to celebrate them. An example of this is designer Ria Miranda, who produces culturally appropriate clothing with a modern twist. Her designs encourage religious Indonesians to embrace new colours and designs while still adhering to their religion.

The survey data might point to significant inter-generational shifts around individualism, but leading a peaceful life is the priority for Indonesians. With approval from the old just as important as discovery of the new, young people are seeking safe spaces in which to explore their own sense of self without disturbing the balance. 

Kelly McKnight is head of culture and trends at Join the Dots