Our obsession with generational differences and the Indonesian reality

Henry Manampiring

TBWA’s Henry Manampiring believes that brands miss out on opportunities when targeting solely based on generational assumptions and advocates for a different approach.

This article is part of a Spotlight series on connecting with Indonesia’s digital youth. Read more

Ah, our obsession with ‘generational differences’!

Until five years ago, marketers were still scrambling for any insights on “Millennials” (which, depending on the cut-off year you use, may include those 40-years of age!). Consultants were hired by government and private sector alike to help them understand what is so unique about this cohort and how to connect with them best. I can’t recall how many reports on Millennials I received, or the number of seminar invitations (not free, of course) that came...

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