|||
In mid-2023, our team, led by Lead Researcher Marta Larasati, conducted research on the life orientation of Millennials and Generation Z (referred to as young adults in this article). This research delves into their media consumption, concerns, aspirations, and political engagement. We were particularly interested in the phenomenon of young adults’ disengagement and apathy toward politics, which echoed across Indonesia’s presidential election landscape. Our study involved 70 respondents aged 18-30, residing in major cities across Java, including Jakarta, Bandung, Semarang, Surabaya, Yogyakarta, and others. We conducted multiple focus group discussions, both in-person and via online video conferences.
Our respondents shared their aspirations related to activities and passions such as sports, hobbies, entertainment, and community engagement—activities they pursue alongside their primary responsibilities like studying and working. However, they also harbor concerns about issues such as employment, crime, environmental problems, mental health, social security, and the development of Indonesia’s new capital city. These aspirations and anxieties are shaped by their social environments and the media they consume, ultimately influencing their views on low politics. Their aspirations reflect their lifestyle ideals, while their anxieties represent the real-life challenges or concerns they encounter daily or observe in their surroundings and on social media.
Social media plays a significant role in shaping their views on nationwide affairs, while local issues in their immediate surroundings persist. We found that young adults in different cities have unique concerns: employment issues were frequently mentioned by respondents in smaller cities like Sukabumi and Cianjur, likely due to the limited job opportunities in these areas. In contrast, young adults in major cities like Jakarta, Surabaya, Yogyakarta, and Bandung were more concerned with issues such as environmental problems, social security, mental health, and the development of the new capital city. Young adults in big cities tend to be more exposed to these issues and have easier access to information, enabling them to understand these topics more deeply.
Furthermore, we found a strong correlation between their aspirations and real-life anxieties, which can be summarized as a need for, for lack of a better term, the “acceleration of productivity.” This term refers to the vast efforts they make to achieve their desires amidst lifestyle pressures and social expectations. In other words, to achieve their aspirations and address the problems causing their anxieties, young adults are willing to make or join social breakthroughs or innovations.
This tendency toward innovation is supported by our observation of the rise of many social welfare influencers. Notable examples include the Pandawara Group, frequently mentioned in discussions about environmental issues, and Bijak Memilih, which helps young voters make informed decisions about candidates and political parties. Young adults are characterized by a sensitivity to their social surroundings and a strong work ethic, often referred to as “hustle culture.” Interestingly, their sensitivity and hustle culture are not merely driven by economic concerns but also by larger issues such as environmental challenges and low politics. This means they are constantly searching for ways to improve overall social welfare. We view this as a revelation that shapes our basic understanding of Millennials and Generation Z—they are, in fact, deeply connected to matters influenced by politics.
We believe that Millennials and Generation Z have three primary life orientations:
Involvement in a big cause or dream.
Collaboration with like-minded individuals.
Achievement or accomplishment of something with significant impact.
These three life orientations embody their sensitive and hustle culture characteristics. They have a vision of an ideal way of living, but the challenges they face compel them to collaborate with others who share the same vision to effect necessary changes.
Social media is a common medium for these generations in the digital space, heavily influencing their worldview. Instagram and TikTok are the platforms they enjoy the most, offering both entertainment and news. As they spend significant time in digital spaces, social media amplifies both their aspirations and anxieties, often altering their perception of the real world.
Let’s take the example of the three most used social media platforms. First is Instagram, which amplifies their aspirations, as lifestyle content from influencers dominates this medium and inspires their dreams. Positive movements like the Pandawara Group, a group of teenagers cleaning beaches and rivers across Indonesia, also gain visibility here. Meanwhile, TikTok provides a mix of entertainment, lifestyle content, and social issues through short videos. TikTok is particularly engaging due to its algorithm and the short attention span required for its content. Our respondents easily find content on TikTok that aligns with their preferences, making it a powerful medium for both entertainment and news.
Additionally, Twitter (now rebranded as X) was mentioned by our respondents as a platform where people frequently argue over controversies. These debates, often referred to as “twitwars,” are a notorious source of trending topics, ranging from the government’s controversial policies to viral cases seeking public attention that are often unjustly overlooked by authorities. Any hot news can be easily traced from the Twitter timeline, making it a social media platform that amplifies their real-life anxieties.
The interconnection between their aspirations and anxieties is heavily influenced by social media. This includes their apathy and negative sentiment toward politics, which also stem from misinformation on these platforms. Misinformation and limited opportunities for political participation contribute significantly to young adults’ disengagement from politics. Independent movements like the Pandawara Group or BTS’ Army initiatives that raise donations for social causes (such as the Kanjuruhan 2022 Disaster) serve as alternative drivers for their motivation to make a difference. Instead of engaging with political parties, they are drawn to these movements that embody their life orientations—involvement in big causes, collaboration with like-minded people, and achieving significant impacts.
Through this research, we confidently conclude that Millennials and Generation Z need appropriate mediums to facilitate breakthroughs and innovations. They seek to effect change and are striving to achieve their ideals. We also conclude that Millennials and Generation Z are concerned with global issues but consciously choose to engage in independent movements rather than political parties.
Moreover, we can leverage social media to better communicate with this newer generation in Indonesia. The right medium can amplify messages more effectively than others. Most importantly, we must understand their aspirations and anxieties. This understanding will help create suitable communication strategies and messages that resonate with Millennials and Generation Z.
