Abstract:

The paper presents a case study using traditional and social media ethnography, to investigate Generation Z females in Jakarta. These 11-18 year old girls live in a changing world, with the influence of globalisation and social media. Yet, there remains a strong need and pull to stay true to their cultural roots in what is largely a conservative and traditional Indonesian society. We will look at how GenZ manages to negotiate these sometimes dichotomous tensions and how it impacts their development and friendships; as well as their short and long term aspirations. This understanding of Generation Z is placed in the broader context; compared with learnings across other consumers groups to identify the shifts across generationsand the key drivers and implications of these.