Study: 73% of Indonesian Gen Z choose mindful consumption over FOMO culture

For Indonesian Gen Z, wellness has become a badge of identity. In Cheil Indonesia's latest deep-dive study into youth culture, "Redefining the Rules of Relevance," 73% of Gen Z respondents say they prioritise healthy habits not just for self-care, but as a form of self-definition.

These habits include scrutinising food labels, honouring sleep schedules, and embracing sobriety - proving that the digitally native generation isn't just buying into wellness; they're living it with intent. "It's a soft flex that embodies self-respect, self-discipline, and aspirational living," Cheil noted.

For brands, the message is clear: Gen Z isn't asking for rituals - they've already built them. What they want are allies who understand, support, and elevate their journey. "You don't have to reinvent wellness, just show up as a sidekick in their self-care saga. Whether through your tools, tone, or content that can help them relax, recharge, or find their balance, be the brand that feels like a deep exhale," the agency added.

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On the other hand, 75 out of 100 respondents in the study listed health as a top future goal. The old health playbook - detox teas and step trackers - no longer cuts it. Gen Z's reset rituals are softer, smarter, and self-led: balanced sleep, mindful eating, and movement that fits their flow.

This comes as "FOMO" takes on new meaning - not fear of missing out, but filter on my own, the study said. Instead of chasing every moment, they're curating the ones that matter.

To most of them, being cool means living with conviction and authenticity. Around 67% of Indonesian Gen Z admire people who stay true to their passions and take purposeful action. "Being authentic means wearing confidence loudly," said one respondent.

"They've become hyper-selective filters, embracing only content, topics, and trends that truly resonate with their identity, interests, and aspirations," Cheil explained.

Micro-trends are their palette - Y2K throwbacks, minimalism, and vintage pieces become tools of self-expression. But so is self-advancement: financial literacy and career hacks now dominate their feeds, marking a shift from escapism to empowerment.

On TikTok, they consume raw, real-life content: ADIML, GRWM, social commentary, and even "brain rot" memes - absurd, chaotic humour that doubles as cultural release. They're equally drawn to AI tools, virtual idols, and anything that fuels creativity with ease.

At their core, Indonesian Gen Z balances independence with identity. They honour modern complexity while holding fast to cultural roots - values such as guyub (togetherness) shape how they relate to one another and to brands. Even viral moments, such as the "kesenjangan sosial" TikTok trend, become social equalisers - where humour bridges class, not divides it.

For brands, the rules are simple but serious: show up authentically and add real value, and speak with cultural fluency. "It's not about slapping on a token cultural reference; it's about telling real, meaningful stories that feel like home," Cheil said.

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