Publicis Groupe Indonesia has launched a new initiative aimed at better understanding one of today’s most influential demographics—Gen Z. At an exclusive event in Jakarta, the company introduced Gen Z IRL Indonesia, a study examining the diverse identities shaping this generation. The launch also featured a live dialogue between media professionals and Gen Z communities to discuss the emerging personas often overlooked in mainstream portrayals.
The study reveals the complexity of Indonesia’s Gen Z population, which accounts for around 28% of the country’s total population. According to the findings, Gen Z cannot be defined by a single profile; instead, the generation consists of multiple, fluid subcultures and identities that shape their views, interactions, and brand relationships across digital and physical spaces.
From culture-driven communities to lifestyle and sports segments, the research offers marketers insights into how brands can connect with Gen Z in more personal and meaningful ways. Publicis Groupe Indonesia said the study aims to help brands move beyond stereotypes to engage with these audiences authentically.
During the launch event, a panel discussion brought together Gen Z voices and media representatives for an open conversation about how this generation is perceived versus how it views itself. The discussion was described as candid and unapologetic, featuring reflections, challenges, and new perspectives on traditional assumptions.
Some key takeaways
- In a world where algorithms prescribe homogenous content and information, Gen Z is creating alternate spaces for diverse communities based on varied interests and passion points
- These online-to-offline communities become a ‘safe space’ for this generation to connect, express and even flex their identities
- Examples of communities driven by passion and interests range from ‘Anak Kalcer’, a segment rooted in culture, following Indi-music, local fashion and lifestyle; to ‘Atlet Cabor’, a cohort that’s mixing sports with a social-first lifestyle
- These segments are signals for brands to create more intimate and relevant messages, going beyond the predicted carpet-bombing approach
- With emerging values and mindsets – such as mixing accessibility with strong faith-based ideals for ‘Nuruls’; or having an entrepreneurial hustle mindset for ‘Kevins’ – there are growing opportunities for brands to strengthen and connect with this complex generation.
The study and panel highlight Publicis Groupe Indonesia’s commitment to bridging data-driven insights with brand creativity, enabling clients to understand and engage with Gen Z on a deeper level.
With decades of experience partnering with some of the world’s most iconic global and local brands, Publicis Groupe Indonesia continues to position itself at the forefront of cultural and consumer understanding.
“At Publicis Groupe Indonesia, we believe communication is rooted in living and breathing culture, which is evolving rapidly with Gen Z,” said Nilakshi Medhi, Chief Strategy Officer, Publicis Groupe Indonesia..
“This study goes beyond a broad definition to uncover the unique personalities and passions that make up this generation. As a culture-first agency, we hope it inspires marketers and our community to engage with Gen Z in ways that are both meaningful and relevant.”
