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1. Indonesian Female Youth Trends: Millenial Transition
Photo courtesy of Gemala Hanafiah (Indonesian Surfing Icon) facebook
Youth Laboratory Indonesia Trends Report
Copyright of PT. Kreasi Pemuda Indonesiawww.enterthelab.com

2. Indonesian female youth is on the transition from a conservative perceptual screen to a modern
viewing window that tend to accept westernization. The transition brings several trends which is
very unique, indigenous, and authentic. But, also give impact to their lifestyle, value, and belief.
Photo courtesy of Diana Rika Sari (Indonesian Fashion Trendsetters)

3. What are the issues that
emerged among Indonesian
young female
Photo of Apriliasari (Indonesian Indie Music Lead Singer) taken from http://natashaattamimi.blogspot.com

4. Academic Achievement:
At Elementary school, commonly found, girls are more academically outstanding than the boys. While boys are so busy
with the toys and games, most of girls are pre-occupied collectively with shoes, clothes, cute backpacks, besides their
home works, assignments, and exams. Boys and girls hang out separately.
Photo: Devi Ginoga (Facebook)

5. At Junior and Senior high, girls became teens that are mostly committed with peer group, school extra activities served as
a tool to stay socially current. They love to be surrounded by lot of friends,where peer group will be identified by names
and could get larger than 20 girls. Friends support is desperately needed in times of emotional unstability (Galau).One of
many issues that emerge at this stage is the anxiety to “exist” and be “popular”. Peer pressure became significant in
preferences on brands.
Peer Groups

6. BFF (best friend forever) is a person who has special access to a female youth private lives.While peer group
give social pressure, BFF will be someone who give support and approval. BFF mostly came at childhood or
teens phase. ‘BFF’ is a case that showed the many layers of social support that a young female have and
need. Introvert trait is commonly found among the female youth, that’s why their most inner aspiration are
restricted only to a significant few.
Best Friend Forever
Photo: Indah Larasati (Facebook)

7. “We need to be socially approved. All we need
are affection, attention, and appreciation”
Anggi Marizka
19 F

8. Female youth are also prone to be influenced by what their boyfriend has chosen or told. Boyfriend is
considered as a person who have more authority, where dating relationship is a way to imitate marriage. In
most case female youth are submissive in their relationship due to their fear of being sacked. A breakup
status will definitely give them negative labels in their social live .
But with the upraising modernity and westernization, more female youth are striving to achieve their rights
and authority in their interpersonal zone. The terms ‘partners’ rather than ‘boyfriends’ are now commonly
found. Eastern adaptation of western lifestyle magazine such as ‘Cosmo’ has clearly gave it’s impact today to
the female segment.
Relationship Issues
Photo: Aditya Yoga (Facebook)

9. Leadership and masculinity are becoming an
important issues among female youth.
Masculinity emerge to a lot of female youth
in form of virtues, Which are autonomy,
boldness, and effort to reduce the gap
between ideal self and traditional self.
Believes that the role equality between men
and women could be established.
Adopting the good virtues from masculinity
but keeping their feminity appearance in a
mission to achieve more social approval.
Androgyny Issue
Nova Riyanti Yusuf
Legislative member
Alanda Kariza
Indonesian Youth Conference Initiator
Shei
Save Street Child Founder

10. “….In times I became a football lover”
Arum 23 F

11. We could easily found many female youth as an impulsive spender especially on their
favorite brands.Most of them don’t have any saving, female only save some money
when they have a list of stuff that they want to put their hands on. Midnight sale are
always crowded with female youth in urban cities.
Impulsive Buyer
Photo courtesy of antara

12. Playgroup
Kindergarten
Elementary
School
Junior High
School
Senior High
School
College or
University
Public Early
Childhood
Education
(PAUD)
Elementary
School or
Madrasah
Ibtidaiyah
Junior High
School or
Madrasah
Tsanawiyah
Vocational
High School
College or
University
Elementary
School or
Madrasah
Ibtidaiyah
Junior High
School or
Madrasah
Tsanawiyah
Vocational
High School
or Madrasah
Aaliyah
Village/Desa
Lower Tier
Urban/High Class
Indonesian Female Youth Educational Stream
At the end of the stream, female from ‘kampung’ became housewife, some of them takes
their chances as local labor or as housewife assistant in middle east. Most lower tier female also
work as labour, or as a merchant. The high class urban are the segment that filled the
executives position. due to the current high economic pressure, urban young moms are striving
to achieve a financial stability for their family, that’s why young female executive and
entrepreneur are commonly found among the urban archipelago these days.

13. In near years passionate female entrepreneur would raise up. The main pull factor will be the
choice to still recognize their organic role as a family caregiver without neglecting their
career/self actualization. Expanding internet connectivity and growing community based on
hobbies are seen as a push factor that encourage this emerging trend. The eastern wisdom on
how woman should be are resurrected, where they’re able to have a a business while raising
child and doing home domestic task.
Passionate Entrepreneur

14. Zarrah Muria, 24, Fashion designer, Entrepreneur
About trend on local brand :Today, local
brand is seen as new alternative by youth
beside big brand like Zara and Mango.
Using local brand is also seen as a new
way of nationalism. Such a pride to wear
or use unique taste from Indonesian
fashion rather than international brand
About Entrepreneurship : While taking
master degree, I start my own business in
fashion domain because I really love it. I
don’t want to work without involving my
passion.
What we, young designer and clothing
entrepreneur need is a place pr event that
facilitate us to promote our brand, like
brightspot, next level, and trademark
Owner of Clothing Line : House of Dunna

15. Photo Courtesy of Ashfi Qamara (Indonesian Islamic Fashion Activist)
What is the
current Social
Representation
of Beauty?

16. Smooth and
Fair Skin
Polluted air and unhealthy fast food
habit brings a new market trends for
the female youth.
Executive beauty treatment emerge as
a new potential business. The young
female nowadays
see their skin as a modality for social
achievement. The urban professional
culture necessity skin care as add value.
Beauty Salon nowadays treat the
customer with variety of body
scrubbing and bleaching, where skin
care became a complex matters.

17. Almost every shampoo or hair treatment TVC displayed female with black long straight hair. It
gives impacts on how Indonesian female see and want their hair looks like.
Long straight hair

18. Tight Diet
Having slim body is every Indonesian
female’s dream because it’s recognized
as an symbol of beauty. Cable TV gives it
parts for disseminating the ‘ideal body’
perception through their ‘Hollywood
infotainment’ . One popular way to get
slim instantly is by consuming food
supplement.
Slim Body

19. Healthy Lifestyle – Tempat fitness
Years ago, fitness center was seen as a place for wrestling male athletes. Today fitness,
pilates, yoga and aerobic are kind of a popular place to hangout . Demand for having a slim
and fit body are perceived important for a career woman, especially for the A and B class.
The more expensive and exclusive a sports center is, the more it is purchased by young
urban female.
Healthy Life Style

20. Catch all our Youth Trends Report out
December 2012
Indonesian Youthniverse 3/4 series:
1/3 Indonesian Youth & Social Media 2012
2/3 Indonesian Female Youth Trends 2012
3/3 Handset & Operator Card Trends 2012
3/4 Indonesian Youthpedia (General trends)
2012
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Report, or include us in your marketing
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www.enterthelab.com
Or contact:
Muhammad Faisal
Faisal_sii@yahoo.com
Tara Talita
Tara.talita@gmail.com
Youth Laboratory Indonesia www.enterthelab.com
The first repository
of Indonesian youth culture & behavioral insights
What is the next steps? Picture from Gemala Hanafiah Facebook