The 2026 Momentum Shift: Growth Still Belongs to the Bold

Indonesia’s consumers remain confident. Even as the market shifts and technology reshapes daily life, people continue to move forward with focus and intention. The Standard Insights Consumer Report Indonesia 2025 shows that optimism in Indonesia is not fading. It is becoming sharper, more informed, and more ambitious. This creates a unique moment. Consumers are accelerating. Brands need to match their pace.

What the Data Shows

The 2025 report, based on responses from over 600 Indonesians aged 18 and above, offers a close look at how people live, work, and spend today. The results reflect a society that values progress, purpose, and empowerment.

1. Optimism that looks forward, not backward
   More than seven in ten Indonesians feel confident about the coming year. Optimism is highest among younger professionals in growing cities such as Tangerang, Surabaya, and Medan. The sense of hope has evolved. It is no longer blind faith, but belief grounded in effort and adaptation.
2. A social-first, platform-led lifestyle
   Social media remains the center of information, influence, and commerce. YouTube and TikTok dominate entertainment, while Shopee Live continues to merge shopping and storytelling. Discovery and purchase now happen in a single scroll.
3. The rise of the empowered worker
   Consumers continue to diversify income sources. Many hold full-time jobs while managing small businesses or freelance projects. Financial independence is no longer a goal; it is a survival skill. This dual identity reshapes how people value brands they respect and enables growth.
4. AI awareness turns into adoption
   Artificial intelligence has moved from curiosity to daily relevance. Indonesians increasingly use AI tools to learn, work, and make decisions. While awareness is high, expectations for transparency and human benefit are rising just as fast.
5. Wellness and travel stay personal
   Spending on health, lifestyle, and leisure remains strong. Consumers seek experiences that restore balance and reflect progress, from wellness routines to domestic travel. Quality of life has become a key measure of success.

Together, these insights show a clear picture: Indonesian consumers are confident, connected, and learning fast. They are moving forward with intention, and they expect brands to do the same.

Optimism Is Not Enough

Confidence creates opportunity, but only for brands willing to act on it. Cautious marketing may deliver safety, but it rarely builds distinction. In a market full of energy, hesitation is the slowest strategy.

Growth happens when brands move with people, not behind them.

How Brands Can Respond

As consumer behavior continues to evolve, brands need to stay adaptive. Here are a few approaches to stay relevant with them:

• Balance performance with perspective: Combine data precision with creative storytelling that builds meaning.
• Meet people where discovery happens: Design content and commerce that fit naturally into social experiences.
• Use AI with empathy: Apply technology to enhance convenience and understanding, not to automate emotion.
• Empower the multi-role consumer: Support ambition, side projects, and community participation.
• Invest in learning: Track behavioral shifts, test bold ideas, and evolve faster than comfort allows.

The Takeaway

Indonesia’s consumers are not slowing down. They are adapting, creating, and redefining success on their own terms. For brands, the path forward is clear. Be useful. Be relevant. Be brave. Because optimism alone will not drive growth. Action will.

2026 belongs to those who move first. Growth still belongs to the bold.