Ramadan 2026 sees Indonesians move from survival to intentional spending

Moonfolks and Havas Moonfolks have released the seventh edition of their Ramadan white paper series, highlighting a shift in how Indonesian consumers approach spending, trust and community during the holy month.

Titled “From resilience to revival”, the report suggests Ramadan 2026 reflects a turning point in consumer mindset. While economic pressures continue to shape household decisions, the narrative has moved beyond survival towards more deliberate and value-driven choices.

According to the white paper, Indonesians are becoming more intentional about spending. Around 62% of consumers now plan their Ramadan purchases earlier, while 58% say they are reducing impulse buying. Meanwhile, 54% prioritise essential purchases but still leave room for at least one personal reward, reflecting a more balanced approach to consumption.

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The report argues that trust has become the central currency for brands during Ramadan. Rather than responding to heavy promotional messaging, consumers are gravitating towards brands that demonstrate empathy, transparency and meaningful value.

“Ramadan has emerged to become a Trust season, not a Sales season,” the white paper notes, highlighting a shift towards bundled value offers, warranties and purchases that feel justified rather than purely discounted.

Giving with purpose

The spirit of giving remains central to Ramadan, but the report notes that consumers are increasingly seeking practical and accountable forms of generosity.

Rather than symbolic gestures, donations are now expected to show transparency, traceability and visible outcomes. Small but frequent acts of giving are also gaining popularity, replacing large one-off contributions.

The white paper highlights a rise in digital zakat payments, which have tripled, alongside a 40% increase in micro-donations. As a result, brands are encouraged to act as facilitators of community contribution rather than positioning themselves as the heroes of charitable narratives.

Mudik and the dignity of arrival

The report also examines evolving attitudes towards mudik, the annual tradition of returning to hometowns for Lebaran.

While the practice has long been one of the world’s largest seasonal migrations, its emotional meaning is shifting. In 2026, the white paper suggests that the key driver behind mudik is dignity rather than comfort.

Consumers increasingly view the journey not simply as travel, but as a form of personal restoration. This has led to emerging behaviours aimed at enhancing how people “arrive”, including a 7% rise in automobile downpayments, 25% growth in renting premium gadgets, outfits and smartphones, and 31% growth in group-buying and shared discount schemes.

Brands that help consumers elevate the experience of arrival may build stronger emotional loyalty, the report suggests.

Rethinking value

At the same time, the definition of value is evolving. The report argues that consumers are no longer attracted by low prices alone.

Instead, purchases must be justified emotionally and practically. As the report puts it, Ramadan 2026 is “not anti-consumption, it is anti-waste.”

Promotions therefore need to frame purchases as smart decisions rather than impulse temptations, aligning with consumers’ desire for purchases that feel responsible and future-relevant.

Communities over celebrities

Another shift highlighted in the report is the growing importance of community-led influence.

Trust is increasingly migrating away from celebrity endorsements towards peer communities and digital creators. The white paper notes that 40% of shoppers rely on social media, influencers and reviews when making purchasing decisions.

Meanwhile, 61% of netizens use social media “send gift” features to support their favourite creators, signalling stronger relationships within online communities.

For brands, the report suggests the focus should shift away from chasing viral moments and towards building shareable stories within trusted circles.

A quieter form of revival

The white paper concludes that the emerging consumer revival in Indonesia is subtle rather than exuberant. Spending is not necessarily increasing, but it is becoming more thoughtful.

Among its key takeaways are that trust has replaced reach as the most valuable brand asset, and that commerce now requires stronger moral and emotional justification.

“When the going gets tough, the tough get going. That’s the story of Indonesians in Ramadan 2026. As a community, we’re exhausted with the trepidations of constant economic downturn and living pay check to pay check. Consumers are making choices and choosing wisely. Brands need to understand these insights to succeed,” said Anish Daryani, founder and CEO of Moonfolks and president director of Havas Moonfolks.

Meanwhile, Elki Hendria, chief strategy and digital officer and co-founder of Moonfolks, who also co-authored the report, said the research required deeper consumer engagement to uncover these shifts.

“This is the 7th edition of our Ramadan white paper series, and it was the toughest to crack. Because when status quo looms long enough and people go past the feeling of hopelessness, to understand them you have to dig deeper. None of the secondary data could give us answers, so we took on the challenge of speaking to consumers directly. And what we found was the journey of Indonesians, from ‘Resilience to Revival’,” Hendria said.

Be part of PR Asia Indonesia 2026 on 15 July 2026 – the first time this regional communications flagship lands in Jakarta – bringing together communications leaders ready to redefine influence, reputation, and impact!

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