Insight, data, and statistic for youth marketing in Indonesia *kata kunci: pemasaran, tren anak muda,riset anak muda, riset pemasaran, strategi pemasaran anak muda, jasa riset, jasa riset pemasaran, biro riset pemasaran, konsultan pemasaran, youth culture asia,youth culture report,youth data,youth indonesia,youth insights,youth marketing indonesia,youth marketing reports,youth research,youthlab, indonesian youth, data anak muda, penelitian tentang anak muda, hasil survei tentang anak muda, jasa penelitian, anak muda indonesia, studi anak muda

1. Why Youth Turn Their Back on
Brands www.enterthelab.com
Data & Insights By Youth Laboratory Indonesia
Preview of “Indonesian Youthniverse 2011” report available early December 2010

2. 1. Cultural Shift
From collectivism to
Individualism. Individualism in
term of choice and personality.
Indonesian youth had enough
of people telling them ‘how to’ and
‘what should’ they be. The traditional
paradigm in school and home restrain
them to speak up and be upfront. They
Strive to gain more appreciation of
their genuine self and idea. The basic
Theory of social learning failed, as
youth doesnt imitate brand Icon
anymore..

3. 2. Sceptism over Mainstream Media
“Media lies most of the time”. After
Decades of hegemonic control over media
by the authoritarian ruler, youths lost their
trust over it. Information are filtered & re-checked.
They rely more on peergroup, aware of brand ads presence
but not fooled. “watcing tv is too depresing lately” said
Raditya Dika on his twitter account. TV are filled with
natural disaster, economic pessimism, and political bull****
creating a wider parapsychological distance with youths

4. 2002
2003
2008
TheendofBrandIcons?
CaseStudy:Dian&Nico
Dian Sastrowardoyo & Nicholas Saputra
are well known as youth Icon since the late early 2000.
Considered as Indonesia’s sweetheart,
Dian & Nico represent the modern
Indonesian: Intelectual, Good looking, Confident & Idealist.
Their popularity leap off since the teen movie hit: AADC
(Ada Apa Dengan Cinta) in 2002. Their awareness
rate among youths is still well guarded.
www.enterthelab.com

5. Dian & Nico Continue their venture, Partnering as Icon for Samsung
Corbis (2009) www.enterthelab.com

6. We ask the young people “What Handset Does Dian
Sastro actually use in real life?”
54% Are saying that Dian actually use a Blackberry

7. 3. Brand Monologue
Instead of engaging dialogue with the FANS
brands prefer throwing the “problems” to agencies
or a youth icons. ‘Youth marketing’ is defined as paying
a youth icon to tweet or update their facebook status about
a particular brand. Spam of awareness! a lazy marketing
at work. Brands neglect the fact that FANS want to be part of
the creation process.

8. “Be the avant guard of Marketing
In Indonesia. Get the “Indonesian
Youthniverse Report 2011” this
early December. Predict the trends
next year onward on mobile,
fashion, media, Icon, subculture,
automobile, motorcycle
and a lot more...”
-Muhammad Faisal-
Executive Director
Youth Laboratory Indonesia
Find out more on www.enterthelab.com