Facing the immediate threats of climate change and plastic pollution, Gen Z is driving a demand for sustainable alternatives. Cruelty-free local skincare, thrift shopping (thrifting), and zero-waste lifestyles are trending heavily in urban centers.
Indonesian youth are highly connected, with over 90% of them using social media platforms like Instagram, TikTok, and Facebook. They spend an average of 3 hours and 45 minutes per day on social media, making them one of the most active online communities in Southeast Asia. Online trends, challenges, and memes play a significant role in shaping their digital behavior and interactions. Facing the immediate threats of climate change and