Factors That Make a Brand Meaningful to the Indonesian Middle Class

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Nabilah Muhamad 07/12/2025 12:53 WIB

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According to a KIC survey, the majority of Indonesia's middle class consider a brand to have strong meaning if it champions transparency and communicates information honestly.

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Factors That Make a Brand Meaningful to the Indonesian Middle Class

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Factors That Make a Brand Meaningful to the Indonesian Middle Class (November 2025)

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Katadata Insight Center (KIC), in collaboration with OMG Indonesia and TrendWatching, released a collaborative research report titled Indonesia Middle Class in Motion: Smarter Choice, Wiser Spending during the Trend Maker Summit 2025 event.

This research, among other things, examines what kind of brands are considered meaningful by the Indonesian middle class.

The results show that the majority, or 59% of respondents, believe a brand is meaningful if it is transparent and provides honest product information.

Here are the details of the aspects that make a brand meaningful to the Indonesian middle class:

Being transparent and providing honest product information: 59%
Creating products that consumers truly need: 57%
Caring about social or environmental issues: 37.4%
Supporting local communities or MSMEs (Micro, Small, and Medium Enterprises): 37.1%
Having an inspiring story: 27.4%

"Meaning grows from brands that are honest, beneficial, and truly contribute—not those that rely on image," KIC stated in its report.

This survey was conducted online with 463 respondents aged 17–59 years across various regions in Indonesia.

All respondents belonged to the middle class, with monthly expenditures ranging from IDR 2 million to IDR 10 million per capita.

Data collection was carried out from November 4–13, 2025, using the computer-assisted web interviewing (CAWI) method.

The full report Indonesia Middle Class in Motion: Smarter Choice, Wiser Spending can be downloaded here.

Editor : Adi Ahdiat

"Disclosure: This is an AI-generated translation of the original article. We strive for accuracy, but please note that automated translations may contain errors or slight inconsistencies."

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Factors That Make a Brand Meaningful to the Indonesian Middle Class

Factors That Make a Brand Meaningful to the Indonesian Middle Class

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