M&C Saatchi Indonesia draws attention to GenZ in fourth edition of its Ramadan white paper

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M&C Saatchi Indonesia draws attention to GenZ in fourth edition of its Ramadan white paper

The joy of a physical Ramadan, after three years of restrictions, is palpable across Indonesia. Despite inflationary pressures, families are making plans for mudik, loosening their wallets even as they remain mindful, and are ready to leverage technology for their faith. Against that backdrop, the M&C Saatchi Indonesia team dives into the excitement of the Ramadan build-up, for the fourth consecutive year.


This year, we take a close look at GenZ. While they may not have the buying power of millennials, they are influential in many ways. Gen Z is the largest demographic group in Indonesia comprising 27.94% of Indonesia’s population. Born between 1997 and 2012, they are digital natives, using social media to connect with people around the world and exchange information and opinions. For a generation of Muslim Gen-Zers, Ramadan is important as they use it to embed habits that are true to the enlightened values of their religion— empathy, spirituality and kindness. Starting young, it helps to ingrain these habits and values as the ones they keep for life.

Authenticity is vital for Gen Z, and significant during Ramadan. They don’t want the odd ‘Happy Ramadan’ post on social media, but genuine engagement with the experience. In 2023, the GenZ experience of Ramadan is augmented by their connectedness to each other through the virtual world. It’s a feeling for a community spirit through the extended online Muslim population that includes close affinity to 1.2 billion Muslims worldwide.

As always, our 47-page report is based on a quantitative consumer survey across cities, listening into conversations over the last two months, exploring cultural and technology movements of the present, and an analysis of successful Ramadan campaigns in past year. Our report provides valuable tips to marketers and technology creators to fan the optimism, leverage passion points and social norms – all in the context of Ramadan traditions and behaviours.

Anish Daryani, Founder and President Director, M&C Saatchi Indonesia, said: “Our approach towards accelerated commerce leading to audacious results requires us to have sharp insights on significant consumer segments that impact brands. Our Ramadan outlook through the eyes on the Indonesian GenZ is aimed at achieving the same purpose. We’ve used specific category examples to demonstrate how these insights can be leveraged by brands to maximise the Ramadan marketing opportunity.”