THOUGHT LEADERSHIP: URBAN INDONESIAN MEN

Background:

A deep dive on the Indonesian Young Urban Male and how can one of the leading Indonesian cigarette brand, Clas Mild tap into them.

Methodology:

Qualitative research on current Indonesian Urban Youth and dipstick on them through in-depth interview.

Overview:

For a country that is considered to adopt traditional minds - these men are very much progressive. They have started to break through the traditional perception of masculinity and express themselves more.

Interesting Findings:

• Super hero movies which feature male characters with human traits and flaws create a sense of relevancy with millennial guys, shifting their perception of masculinity by also embracing their flaws and imperfection.

• The concept of progress for these guys is horizontal. They embrace broader horizons and are open to exploring different career paths through acquiring a multitude of experiences, including personal experiences.

• The modern millennials are becoming more expressive in the digital world as compared to the older generation. They are more likely to share their music, art, or film online.