Hakuhodo International Indonesia, through its Sei-katsu-sha Lab, has released a study titled “Navigating the In Between – Living as Indonesian Middle Class.”
The study outlines how the middle class has been affected as the economy shifted and how marketers can gain a better perspective and approach. It describes Indonesia’s middle class as “The Grown Up Middle,” a generation that finds strength in realism, pride in progress, and meaning in everyday stability.
“They have shifted from dreaming big to living real, from proving to improving, and from flexing to feeling. Their growth is no longer measured only by status but also by emotional wealth and resilience,” said a release.
For marketers, the study says, this evolution calls for a new approach: to move from aspiration to alignment, to show up in their everyday lives with empathy, and to create an impact that helps them grow, feel better, and belong.
The study also notes that the middle class is vital to Indonesia’s economy. According to data from Badan Pusat Statistik in 2024, the middle and aspiring middle classes together make up 66.35 percent of the population and account for 81.49 percent of total national consumption. Their position at the center of Indonesia’s social and economic life is described as reflecting the nation’s growth and collective aspirations.
The middle and aspiring middle classes together make up 66.35 percent of the population and drive 81.49 percent of total national consumption.
“In a world that never stops moving, we are all learning what it means to live, to grow, and to belong,” said Devi Attamimi, Group CEO of Hakuhodo International Indonesia.
“The middle class stands at the heart of this change, carrying the dreams that drive us forward and the pressures that shape our times.”
“This study provides a fresh perspective on the middle class, who continue to grow under the radar,” added Rian Prabana, Senior Director of Strategy & Head of Sei-katsu-sha Lab.
“They have matured from seeking aspiration to finding alignment. Brands need to realize this unwritten psyche that is often undetected by the statistics. Marketers who understand will create a more significant role and better approach as their partner in growth.”
Key Findings
Hakuhodo International Indonesia provided the following summary of their findings
Value on Life: From Dreaming Big to Living Real
Once known as the generation that aspired to “climb the ladder,” Indonesia’s middle class has become more grounded in reality. The dream of progress remains, but it is now tempered by life’s uncertainties and a growing sense of pragmatism.
- 89%of respondents said they do not get easily discouraged by setbacks, showing resilience and adaptability in facing life’s challenges.
- They find meaning in imperfection. For many, past struggles have become personal turning points; what they call “My Scar, My Strength.”
- Self-prioritization has shifted from “look good” to “feel good.” Rather than impressing others, they choose what brings inner peace and balance.
- Support systems have also evolved. 72%of respondents said they have a strong social support network, showing that communities, not just families, now serve as emotional and practical safety nets. This is their new form of “Social Insurance.”
Value on Success: From Proving to Improving
Success is no longer about showing upward movement, but about steady improvement and personal growth. The middle class now finds pride in progress that feels real and sustainable.
- 57%plan to start their own business, 42% aim to make a positive community impact, and 38% focus on improving their education or skills, showing a strong drive toward self-improvement.
- Younger respondents are also more tend to create personal financial plan regularly. They are regularly create budgets or financial plans each month.
- A new idea of success emerges in the spirit of “Siri’ na Pacce,”a Bugis-Makassar term that embodies dignity and empathy. Many find fulfillment not by receiving help, but by being capable of helping others.
- Middle class individuals who spent 10% of their income on donations or zakatrose from 10% in 2024 to 15% in 2025, showing that giving remains an important part of self-worth.
Value on Consumption: From Flexing to Feeling
The middle class now consumes to nurture emotional well-being, not to showcase status. Purchases are motivated by meaning, comfort, and a sense of personal value.
- 90%said consistent quality is the top reason for brand loyalty, reflecting that valuing quality now equals valuing oneself.
- They buy not to impress, but to recharge optimism. For example, one respondent described their motorbike as a “token of optimism,” a symbol of everyday courage.
- 70%said they feel connected to certain brands that lift their daily mood, proving that emotional resonance is key.
- Despite budget constraints, many still reserve a portion of income for “mental happy” spending—small, feel-good routines such as hobbies, entertainment, or me-time. 61%admit to rewarding themselves regularly as a coping mechanism in uncertain times.
Featured image: Jakarta MRT – Image by El Jusuf
