Report: 62% say Millennials best positioned to lead digital transformation in Indonesia

Technology, trust, and next-generation leaders will define Indonesia’s path toward a fairer, more prosperous future, according to Regeneration, a new report by Burson Indonesia. Millennials are seen as the generation best equipped to lead the country’s digital transformation, with 62% of respondents citing their creativity, adaptability, and fluency in technology as vital to navigating rapid change.

“This generation’s expertise spans AI, eCommerce, and digital tools, which they apply across education, healthcare, and entrepreneurship, often with limited resources yet a ‘can-do’ mindset. Their ability to innovate makes them well-positioned to drive meaningful transformation,” the report said.

Nevertheless, the study identifies the spirit of gotong royong (mutual cooperation) and cross-generational collaboration as the country’s most powerful assets for progress. Based on research spanning 2024 to 2025, the report combines two years of qualitative and quantitative analysis, supported by Burson’s proprietary AI platform, Decipher.

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To nurture future leaders, the report encourages Gen X and Baby Boomers, who still hold key leadership roles, to promote open dialogue, inclusion, and mutual respect across generations. Gen Z, meanwhile, is emerging as a new leadership force driven by values of sustainability and social inclusion. 

As technology, globalisation, and social challenges accelerate, traditional hierarchical leadership is no longer enough. Today’s leaders must be adaptable, empathetic, and purpose-driven, Burson said. Millennials are widely seen as stepping up, particularly in environmental (39%) and tech-related (48%) leadership. They are digitally savvy, persistent, and innovative, creating solutions to real-world problems, from mental health platforms such as Riliv to sustainable ventures such as Tuku Coffee, which supports local farmers and expands globally.

Gen Z is emerging as the next wave of Indonesian leaders, with over 40% of respondents recognising their potential in environmental leadership. While they are still gaining ground in technology and advocacy, the shift towards mindset-driven leadership signals a promising future for Indonesia, with the next generation poised to drive meaningful change.

Tech for growth, nature for all

The report outlines four interconnected pillars shaping Indonesia’s future - environment, economy, technology, and leadership - each underscoring the importance of balance between tradition and innovation.

Among other key findings, 68% of respondents believe technology can reduce economic and social inequality, while over half call on corporations to develop sustainable, recyclable products and minimise waste to drive an inclusive economy.

Connectivity is essential for an inclusive Indonesia. Since 1994, the government has worked to bridge the digital divide, but cross-generational collaboration is needed to overcome access and adoption gaps. With 96% of respondents seeing tech as a development accelerator, platforms such as AtmaGo and companies including Qualcomm are leading with 5G, AI, and local digital solutions.

Technology is now a driver of learning, collaboration, and economic growth. Programmes such as Kartu Prakerja have empowered over 18 million people with digital skills, helping them find jobs or start businesses. Apps and platforms are also bridging social divides. SnackVideo ran workshops to turn short-form content into educational tools, while X’s #IndonesiaGelap campaign sparked national debate. Meta supports digital activism through initiatives such as Disease Prevention Map, Election Hub, and Kisah Setara, showing social media can drive real-world change.

Environmental awareness is also deeply rooted in tangible experience. Notably, 80% of respondents said their environmental awareness is shaped by visible conditions such as clean air, clean water, and public health, rather than abstract climate goals. Meanwhile, 91% agree that leadership plays a vital role in driving environmental action, reflecting the population’s belief in the power of strong, values-driven leadership.

“As Indonesia approaches its centennial in 2045, the nation stands at a defining crossroads, facing urgent and complex challenges,” said Marianne Admardatine, CEO of Burson Indonesia and head of innovation and creative transformation, Burson Asia-Pacific. “Through our Regeneration report, we combine our deep market expertise with insights powered by our proprietary AI tools to deliver fresh perspectives and practical strategies to help Indonesians accelerate the nation’s progress and reputation on the world stage.”

Invest in talent, inspire trust

Despite their economic contributions, businesses face a persistent trust gap, with only 30-35% of Gen Z, Millennials, and Gen X expressing confidence in corporations. Historical associations with corruption - from the Dutch East India Company to the New Order era - fuel perceptions of companies as profit-driven and sometimes harmful to communities. Without efforts to address these views, distrust among younger generations could deepen, hindering progress, Burson said.

On the other hand, building human capital is crucial, but unequal access to education and digital resources threatens Indonesia’s demographic dividend. Academics show high awareness of sustainability, while much of the population relies on media shaped by education gaps. Visible, community-focused corporate actions can bridge trust gaps and boost development.

Nearly all respondents - 97% - agreed that investing in human development is essential to achieving Indonesia Emas (Golden Indonesia), highlighting the belief that the nation’s greatest resource remains its people.

The report also called for action from businesses, governments, and civil society to unite in realising this vision. As Admardatine concluded in the report’s foreword: “The greatest strength we carry into this future is neither our resources nor our technology. It is our people. Across generations, Indonesians hold the key to shaping a more inclusive, sustainable tomorrow.”

“The insights from the Regeneration report mark a new paradigm for shaping an inclusive and sustainable Indonesia,” added Harry Deje, COO of Burson Indonesia. “We remain committed to continuous innovation and this report demonstrates our ability to deliver strategic, research-driven solutions. By providing comprehensive insights across sectors and social dynamics, we are well positioned to help businesses navigate today’s challenges.”

Regeneration reflects Burson’s continued commitment to leveraging growth and advisory expertise to drive societal transformation. It follows a series of global business wins and innovation milestones powered by WPP Open, WPP’s AI marketing platform, which supports strategic insight development across the network.

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