[PRESS RELEASE] From Gen Z to Millennials, Ipsos Reveals Indonesia’s Generational Dynamics
From Gen Z to Millennials, Ipsos Reveals Indonesia’s Generational Dynamics
Young Generations Dominate Indonesia, But Millennials Remain the Main Driver of Economic Power
Jakarta, 3 June 2026 — Ipsos one of the world’s leading market research companies, has released the Ipsos Generations Report 2026, revealing how demographic shifts, economic pressures, technological developments, and evolving workplace dynamics are shaping cross-generational behavior differently across countries, including Indonesia.
Amid the growing attention brands are placing on Gen Z, the report highlights that older generations—particularly Millennials—still hold significant economic influence. While Gen Z has become the center of attention in digital trends and popular culture, Millennials are currently in the life stage with the greatest consumer spending power.
In Indonesia, the population structure continues to be dominated by younger generations. The report shows that Gen Z accounts for 25.34% of Indonesia’s population, while Millennials make up 23.29% of the national population. This composition is relatively similar to countries such as India and Türkiye, which are also benefiting from demographic bonuses and a growing productive-age population.
This situation contrasts with ageing countries such as Japan and South Korea, where the proportion of productive-age generations is gradually shrinking. For Indonesia, however, this demographic structure presents significant long-term consumption growth opportunities.
According to Hansal Savla, this condition represents both an opportunity and a challenge for brands in shaping their communication and marketing strategies.
“Many brands today appear overly focused on capturing Gen Z’s attention, even though Millennials and other productive-age groups possess strong purchasing power, financial stability, and significant influence over household decisions. In Indonesia, a cross-generational approach will become increasingly important to win the market,” said Hansal Savla, Managing Director Ipsos Indonesia.
Millennials Remain the Core of Consumer Spending Power
The Ipsos Global Report also highlights that Millennials are currently the largest generation across many of the world’s major economies. In Southeast Asia alone, Millennials account for approximately 23.6% of the population, a figure that is nearly on par with Indonesia and India.
Contrary to the perception that Millennials are being “overshadowed” by Gen Z, Ipsos believes this generation is actually at the most economically active stage of life. They are building families, purchasing homes, raising children, and taking on leadership roles in the workplace.
Globally, Millennials are also recognized as the generation that grew up alongside the rise of the internet and digital technology, while still experiencing the transition from an analog to a digital world. These experiences have shaped them into a generation that is both adaptive and pragmatic in making consumption and career decisions.
“Indonesian Millennials are currently in the most active phase of financial and consumption decision-making. They are no longer simply the first digital generation, but also the generation leading households, careers, and investments,” Hansal Savla added.
Ipsos also emphasizes that generational approaches should not be oversimplified. The wide Millennial age range—between approximately 31 and 46 years old—means their needs and behaviors are strongly influenced by their respective life stages.
Traditional Aspirations Persist Amid Economic Pressures
Although lifestyles and consumption patterns continue to evolve, the report finds that traditional aspirations such as home ownership, marriage, and having children remain important goals for many young people around the world.
Globally, six in ten Gen Z respondents still hope to own a home someday. However, economic pressures are making these aspirations increasingly difficult to achieve. Around 71% of people globally believe that today’s younger generation will struggle to secure suitable housing, even if they work hard.
Workplace Dynamics Are Increasingly Shaped by Career Stages, Not Just Generational Differences
Beyond consumer behavior, the Ipsos Generations Report 2026 also highlights evolving workplace dynamics across age groups. Based on an analysis of more than 3.6 million global employee responses, Ipsos found that workplace experiences are influenced more by career stages than by generational stereotypes.
Employees aged 16–25 tend to be more optimistic about their workplaces, yet they also report a lower sense of belonging compared to other age groups. Meanwhile, employees aged 36–45 are described as highly committed and responsible, but also under significant pressure as they juggle work targets, team leadership responsibilities, and organizational challenges simultaneously.
Based on these findings, Ipsos believes the insights are highly relevant for companies in Indonesia, where multi-generational workforces are becoming increasingly common within a single organization.
“Companies need to stop viewing generations merely as stereotypes. What matters more is understanding people’s needs based on their life stages and career journeys,” Hansal Savla explained.
Brands Need to Adopt a Cross-Generational Approach
As demographic shifts and consumer behaviors become increasingly complex, Ipsos believes brands need to adopt a more inclusive cross-generational approach. A strategy that focuses too narrowly on one age group risks overlooking broader market opportunities.
In Indonesia, multi-generational family structures remain highly influential and continue to shape various consumption decisions, ranging from finance and technology to healthcare and lifestyle choices. As a result, understanding interactions across generations will become increasingly important for brands seeking to maintain relevance in the future.
With a large productive-age population and continuously evolving consumer behavior, Indonesia is seen as offering major opportunities for brands that can understand consumer needs in a deeper, more relevant, and contextual cross-generational way.
