According to the Central Bureau of Statistics (BPS), in 2023, the population of Generation Z is approximately 60 million, or around 22% of Indonesia’s total population. This suggests that Generation Z is a significant part of the society and plays instrumental role in shaping the country’s future.

In this digital age, engaging with Generation Z requires a tailored approach. Even Millennials, their closest generational counterparts, need specific tips and tricks to connect with their younger generation, which is now becoming the major part of Indonesia’s population. One defining character of Generation Z is their reliance on digital platforms. According to the book Digital Indonesia: Connectivity and Divergence by Edwin Jurriëns and Ross Tapsell, Generation Z grew up alongside the rise of the internet and social media, which heavily influences how they communicate and interact (Jurriëns & Tapsell, 2017). Born between 1997 and 2012, this generation tends to prefer online communication over face-to-face interactions. About 85% of them learn more through social media and frequently engage with their peers via online chat platforms (Statista, 2023).

Generation Z also absorbs information more effectively through interactive and creative formats, such as images and videos, rather than plain texts. They are highly selective when it comes to consuming and sharing content. To resonate with them, messages must be highly relevant, engaging, and authentic. Collaborative content is also favored by this generation.

Known for their strong attention to ethics and values, Generation Z tends to support brands that demonstrate social responsibility and sustainability. Transparency and honesty are essential for building trust with this generation (Deloitte, 2021).

Public relations professionals then must find the best ways to engage with Generation Z when delivering messages or launching communication campaigns. PR practitioners are challenged to continuously update their communication methods by making themselves familiar with digital tools , including the ability to amplify messages effectively through various features, such as the proper use of SEO, social media advertising, and collaborations with various types of influencers. Additionally, since Generation Z prefers shorter texts, PR professionals must creatively craft concise yet meaningful messages. Conventional public relations principles have evolved into a digital approach.

For example, the “Berkain Gembira” campaign encouraged the public, especially Generation Z, to wear traditional fabrics in everyday life. The campaign utilized social media platforms like Instagram and TikTok to spread its message, using the hashtag #BerkainGembira to drive participation. Shared content included tutorials on wearing traditional fabrics, kain-wearing challenges, and collaborations with influencers to capture Generation Z’s attention. The campaign successfully garnered attention from thousands of social media users, with widespread participation in the challenges and extensive use of the hashtag. It also raised awareness of traditional fabrics as part of cultural identity among Generation Z, as reflected in positive feedback from the online community, which showed support for cultural preservation through this campaign.

By aligning communication with the values embraced by Generation Z, PR professionals can maximize potential and drive positive change among young people. PR practitioners must adapt and develop relevant, effective communication strategies to engage with Generation Z. By adjusting to technological advances, social preferences, and generational shifts, businesses can develop positive and effective communication strategies in the digital era.

Author: Dewi Inggita
Editor: Dewi Bastina