Study: 70% of Indonesia's middle class feel connected to mood-lifting brands

Hakuhodo International Indonesia’s Sei-katsu-sha Lab unveils new findings on how the middle class has evolved from aspiration to adaptation. Notably, 70% of Indonesia’s middle-class consumers say they feel emotionally connected to certain brands that lift their daily mood - a key insight from its study, “Navigating the in between - living as Indonesian middle class.”

The findings highlight a marked shift in how this influential demographic engages with brands, moving from status-driven consumption to emotionally grounded choices. Despite tighter budgets, 61% still allocate spending for what they call “mental happy” purchases - small rituals such as hobbies or self-care that restore emotional balance.

The middle class, which together with the aspiring middle class accounts for 66.35% of Indonesia’s population and drives 81.49% of total national consumption, remains a vital pillar of the economy. However, their numbers have contracted in recent years - from 57.33 million in 2019 to 47.85 million in 2024, according to data from Statistics Indonesia.

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Hakuhodo’s study positions this group as “the grown up middle” - a generation that finds strength in realism, pride in progress, and meaning in everyday stability. 

“This study provides a fresh perspective on the middle class, which continues to grow under the radar,” said Rian Prabana, senior director of strategy and head of Sei-katsu-sha Lab. “They have matured from seeking aspiration to finding alignment. Brands need to realise this unwritten psyche that is often undetected by the statistics. Marketers who understand will create a more significant role and better approach as their partner in growth.” 

Emotional value drives loyalty

The study reveals that 90% of respondents prioritise consistent quality as their top reason for brand loyalty, suggesting that “valuing quality” now equals “valuing oneself.” Purchases are increasingly tied to emotional fulfilment rather than outward image - a marked change from the previous decade’s trend of “flexing.”

One respondent described their motorbike as a “token of optimism” - a symbol of everyday courage and self-determination. For brands, this emotional linkage signals a powerful opportunity to reinforce long-term connections through empathy and authenticity rather than pure aspiration. 

“In a world that never stops moving, we are all learning what it means to live, to grow, and to belong,” said Devi Attamimi, group CEO of Hakuhodo International Indonesia. “The middle class stands at the heart of this change, carrying the dreams that drive us forward and the pressures that shape our times. At Sei-katsu-sha Lab, we see people not as trends but as stories that continue to grow. Unfinished, imperfect, and real. And as marketers, our role is to listen, to understand, and to create connections that make life more human.”

Under the theme “Value on life”, the report found that 89% of respondents describe themselves as resilient - undeterred by setbacks and more focused on living meaningfully than chasing perfection. The middle class now defines self-care as “feeling good” rather than “looking good”, and considers imperfection a source of strength, encapsulated in the phrase “my scar, my strength.”

Social networks also play a vital role, with 72% saying they have a strong support system that extends beyond family, reflecting a growing sense of community-based “social insurance.”

From proving to improving: Redefining success

The study also observes a shift in what success means to Indonesia’s middle class. It is no longer about “proving” upward mobility, but “improving” through personal growth and social contribution. 

Among the respondents, 57% plan to start their own business, 42% aim to make a positive community impact, and 38% focus on upskilling or further education.  

This more grounded definition of achievement reflects the cultural value of “siri’ na pacce” - dignity and empathy - and is further reinforced by an increase in charitable giving, with the number of middle-class individuals who donate or pay zakat rising from 10% in 2024 to 15% in 2025.

For brands, the Sei-katsu-sha Lab 2025 findings offer a clear call to action: move beyond aspirational storytelling and align with consumers’ emotional truths. The middle class now seeks connection over aspiration, empathy over glamour, and everyday impact over empty promises.

The study concludes that Indonesia’s middle class is no longer defined by what it owns, but by how it feels - making emotional intelligence, authenticity, and empathy the new currencies of marketing relevance.

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