Indonesian youth are increasingly concerned about social and environmental issues, such as climate change, equality, and social justice. Many young Indonesians are actively involved in volunteer work and activism, with 64% of them reporting that they are willing to pay more for products and services that support social and environmental causes (Nielsen, 2019).

Euromonitor (2020). Beauty and Personal Care in Indonesia.

UN Habitat (2016). Urbanization and Development: Emerging Futures.

Indonesian youth are digital natives, born and raised in a world with widespread access to technology and the internet. As a result, they are highly connected and tech-savvy, with 71% of Indonesians aged 15-24 using the internet (APJII, 2020). Social media platforms, such as Instagram, TikTok, and Facebook, are an integral part of their daily lives, with 63% of Indonesian youth using social media to stay connected with friends and family (Hootsuite, 2020). This digital connectivity has enabled Indonesian youth to access a vast array of information, connect with global communities, and express themselves online.