Each generation of young people has its unique characteristics, reflected in how they live their lives and manage their finances. Amid the hustle and bustle of daily life, Indonesia’s youth often face a dilemma: should they live life to the fullest now or focus on maintaining financial stability for the future? This trend becomes even more intriguing when considering the results of the OCBC Financial Fitness Index (FFI) 2024, which reveals that 39% of young people prioritize saving to support their lifestyle—a phenomenon that cannot be ignored.

At the launch of the FFI 2024, OCBC conveyed a powerful message: enjoying life and achieving financial well-being may go hand in hand. Their #FUNanciallyFit campaign encourages young people not only to seek short-term fulfillment  but also to incorporate healthy financial principles into every decision they make. By offering accessible, user-friendly products and services, OCBC aims to ensure that everyone, including the younger generation, has the opportunity to become both a “smart spender” and a “smart saver.”

Amir Widjaya, Executive Director of Marketing & Lifestyle Business at OCBC, emphasized, “The primary goal of the Financial Fitness Index (FFI) is to promote enjoyable financial fitness (FUNanciallyFit) for everyone, without exception.” This message highlights the importance of inclusivity in financial literacy, particularly within the daily lives of young people. Recent data shows that 80% of youth are inclined to spend money to match  their lifestyle with their peers—strong evidence of social influence and the pressure to “fit in” with their environment.

Interestingly, however, there is a positive trend emerging, as noted by Inggit Primadevi, Director of Consumer Insights at NielsenIQ Indonesia. Their survey highlighted that more young people are starting to track their finances and allocate  emergency funds, indicating that improved financial literacy is gradually being practiced in daily life. Although challenges remain in balancing the desire to enjoy life and the need for financial security, this is a promising shift.

As part of their commitment to the financial well-being of young people, OCBC not only offers practical financial solutions but also creates an environment that fosters financial literacy growth. Programs like Kelas Ruang Menyala and Nyala Coach serve as platforms where young people can learn how to manage their finances in ways that are fun and relevant to their lives.

Ultimately, achieving a balance between an enjoyable lifestyle and financial health is attainable. With the right support, young people can become more aware on the importance of financial literacy while still enjoying life. This is where ID COMM plays a key role, packaging communication strategies and messages in ways that are engaging and relatable. ID COMM ensures that everyone involved in these campaigns not only receives information but is also inspired to become an agent of change. In the midst of shifting trends and challenges, ID COMM continues to innovate and adapt, ensuring that every campaign they manage is not only technically successful but also makes a tangible impact on the target audience.

Author: Agil Asmoaji
Editor: Yulia Maroe