In recent years, Indonesia's creative economy has grown rapidly across various sectors, such as art, design, music, fashion, film, gaming, and digital technology. Two generations playing a significant role in this growth are Gen Y (Millennials) and Gen Z, known for their adaptability to digital technology and strong creative capabilities.

1. The Impact of Gen Z on the Creative Economy

Gen Z (born 1997–2012) is a generation that has grown up with the internet and advanced technology. They are not only consumers but also creative producers who significantly influence digital trends.

• Boundless Creativity: Gen Z actively creates content on platforms like TikTok, Instagram, and YouTube, even generating income through influencer marketing. They also have a strong inclination toward social issues and sustainability, influencing their product choices.

Example: TikTok has become a primary platform for Gen Z to share content. Many young creators, such as Nikita Kusuma, use this platform to voice sustainability messages.

• Music & Entertainment Industry: Gen Z prefers streaming music over purchasing physical albums and supports independent artists who are not yet mainstream.

Example: Spotify has recorded a significant increase in Gen Z users who prefer discovering new artists through personalized playlists.

• Fashion & Design: Gen Z is more drawn to digital fashion and products that reflect self-identity, with a focus on sustainability and customization in design.

Example: Local brand Sejauh Mata Memandang taps into the sustainability trend favored by Gen Z.

• Gaming & Esports: Gen Z is the primary demographic in gaming and esports, actively purchasing related products and merchandise.

Example: Games like Mobile Legends and PUBG Mobile are incredibly popular among Indonesia's Gen Z.

2. The Impact of Gen Y (Millennials) on the Creative Economy

Gen Y (born 1981–1996) experienced a major shift in technology usage. While not as immersed as Gen Z, they still have a significant impact on the creative economy.

• Using Technology for Innovation: Gen Y leverages platforms like Instagram, YouTube, and Spotify to create content and build personal brands.

Example: Rachel Goddard, a travel and lifestyle vlogger, inspires many through YouTube, sharing personal experiences and positive messages.

• Sharing Economy: Gen Y supports platforms like Go-Jek and Airbnb, which allow access to services without the need for ownership.

Example: Initially an online motorcycle taxi service, Go-Jek now offers various services highly favored by Gen Y.

• Digital Marketing & Branding: Gen Y is more responsive to experience-based marketing and prefers brands that are transparent and authentic.

Example: Zalora Indonesia uses influencer marketing to attract Gen Y’s attention, collaborating with fashion bloggers to create a trendy brand image.

Conclusion: The Role of Market Research in Embracing Change

Both generations, despite their different approaches to technology, play crucial roles in the growth of Indonesia’s creative economy. Market research is essential for:

• Understanding their preferences for digital platforms and creative products.
• Designing marketing strategies focused on authenticity, sustainability, and experience.
• Identifying emerging trends and crafting campaigns that align with the social values of both generations.

With accurate insights from market research, companies can design relevant products and campaigns, foster long-term consumer loyalty, and contribute to the growth of Indonesia’s creative economy.