In recent years, the trend of nationalism among Millennials and Gen Z has become increasingly prominent. Not only does this generation show pride in their national identity, they also actively support local products as part of their sense of nationalism. This creates a significant opportunity for local brands to incorporate national elements into their marketing strategies.

This opportunity is further amplified by the role of social media, which has become an indispensable part of marketing strategies. Data from Hootsuite in 2023 revealed that Instagram and TikTok are the primary platforms for Millennials and Gen Z to discover local products.

Source: Indonesian Digital Report 2023

Additionally, 68% of Millennials admitted that they are influenced by recommendations from influencers who also promote local products. Seeing this opportunity, collaboration with influencers can be an effective marketing strategy to increase brand awareness and engagement.

Moreover, the use of nationally-themed social campaigns, such as the government's initiative—Gerakan Nasional Bangga Buatan Indonesia (National Movement for Proudly Made in Indonesia)—is believed to increase local product sales while also strengthening consumer loyalty to brands that support national initiatives. This aligns with the government’s goal of encouraging the public to buy locally-made products from small and medium enterprises (SMEs).

It is no surprise that local brands are increasingly seeking to build deeper relationships with young consumers, specifically Millennials and Gen Z. By incorporating elements of nationalism into marketing strategies, local products can enhance consumer loyalty and drive sales to significant levels. When executed with effective marketing strategies, this approach is not only relevant but can also serve as a solution to the needs and desires of the Millennial and Gen Z generations.