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n e m o W n a i s e n o d n I f o s e g n a h C Social Š 2011 McCann WorldGroup. All rights reserved.

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10 TRANSFORMATION POINTS YOU NEED TO KNOW

1.

From dependent to independent

2.

Greater expression and growing number of separation

3.

From east culture to west culture

4.

From feminine to masculine

5.

From function to style

6.

From process to instant

7.

From notes to gadget

8.

Role reversal and the birth of movement

9.

From traditional market to modern market McCann Worldgroup


1. FROM DEPENDENT TO INDEPENDENT

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GROWING NUMBERS OF WORKING WOMEN ONLY A LOW PROPORTION OF ASIANS ARE ACTUALLY ENGAGED IN MANUFACTURING. OUT OF 100 ASIANS: 50 WORK THE LAND. 20 WORK IN A FACTORY. 20 OTHERS DO OFFICE WORK. ONLY 10 PEOPLE ARE SKILLED WHITE COLLARS.

The women participation in the work field is significantly increased. From August 2006 – August 2007, the numbers of working women GAINED BY 3,3 MILLION people. This working women come from different social and economic status. Source: “Tomorrow’s Asia”, Asian Demographics, Sept 2009 McCann Worldgroup


Besides the single career ambitious women, the cause for this growing numbers of working women is the compulsion to work that the women have to fulfill to cope her economic family needs.

Source: Badan Pusat Statistik, 2008 McCann Worldgroup


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2. GREATER EXPRESSION AND GROWING NUMBERS OF SEPARATION

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SOME DIVORCE BEGINS FROM WOMAN WHO SUES HER HUSBAND. In this majority Moslem country, the old tradition that woman should do every command from his husband is no longer applied. This may caused by the woman who gain better power by working and pushing hard for her career. Even, some that trigger divorce is because the wife who is striving hard for career achievement, or it could be that she doesn’t want to listen to his man’s command to just stay at home.

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DIVORCE BY POPULAR FIGURES MAY LEAD INTO ANOTHER SIMILAR CASE DIVORCE There are some cases among popular figures or celebrities when the divorce begins from the wife’s sue. The most popular one is the divorce of Aa Gym (popular Islam preacher) and Teh Nini, sued by Teh Nini because Aa Gym made polygamy by marrying another younger woman. Another case is the divorce of Ussy Sulistiawati from his rich business man husband because Ussy’s objection of becoming a housewife. Aa Gym, Teh Nini, and Teh Rini (her second wive)

Ussy Sulistiawati and his exhusband

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3. FROM EASTERN TO WESTERN

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WESTERN FASHION RULES Again, this majority Moslem population country which previously it’s taboo for women to show off too many parts of body, nowadays they are greatly influenced by western fashion that it’s a pride to flaunt women’s best part of body. The hot pants era was started its popularity in Indonesia more less from 2003 in some segments of age, and it became popular because some female celebrities that sometimes use it as a casual hang out fashion.

Masayu Anastasia (actress) wears hot pants in her vacation time

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MORE FASHIONHOLIC COMMUNITY • The real fashionholic in Indonesia are supposed to haveLookbook account, and this made them to establish fashion community named Lookbook Jakarta. This community share information, pictures, stories, and even gathering. They do also have Facebook fan page.

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4. FROM FEMININE TO MASCULINE

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Women on Top, does it have to resemble Men?

For some women, to show her tough and cool style, they wear and do something that it was previously used to be done by men. The examples are smoking and tattoos. Once smoking women was so taboo and maybe they feel ashamed about themselves, but what happens now is inverted 180 degrees. Many female students, working women, and even housewives enjoy smoking between their busy hours.

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• Riset Koalisi untuk Indonesia Sehat (Coalition Research for Healthy Indonesia) involving 3,040 female respondents age 13-25 years old found the results of why do the young women smoking. 54.45% teenager and women smoking to relieve their tension and stress. The other, 29.36% said that it’s for relax,

12.84% are

smoking to be like a man, 2.29% said it’s for friendship reason, and 0.92% answered that they do that in order to be accepted in the peer group.

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TATTOOS FOR WOMEN ARE MORE POPULAR FROM THE CUTE SIMPLE ONE UNTIL THE PLENTY MASCULINE DRAWS, TATTOOS ARE NOW POPULAR EVEN WIDER.

Popular Indonesian female actress with tattoos : (from left to right) Fahrani and Olla Ramlan

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5. FROM FUNCTION TO STYLE

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APPARELS NOT ONLY PLAYS A ROLE IN TERMS OF FUNCTION, BUT ALSO STYLE. SOME WOMEN IN INDONESIA EVEN WEAR HEAD SCARF (HIJAB) FOR FASHION, INSTEAD OF MOSLEM SYARIAH.

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ACCESSORIES SHOPS ARE EVERYWHERE. Not only famous accessories shops in shopping mall (e.g. The Little Things She Needs, Naughty, Cindy) , even there are plenty online shops in Facebook selling their own hand made accessories stuff. Accessories don’t give function, but they do create fashion statement.

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6. FROM PROCESS TO INSTANT

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Because there are more working women being busier, they have no patient for a long process anymore. Instant way and practicality are something that they seek. Not only for beauty care, but also for food. Less Indonesian career women who have time to cook, and they prefer to buy some. But some easy cooking recipes may work.

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7. FROM NOTES TO GADGET

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No more “low tech” for urban girls With the growing numbers of female bloggers and social media, women are more familiar with IT stuff. The female bloggers do know about widgets and some of them know about SEO, analytics, and web design.

Diana Rikasari’s blog (www.dianarikasari.blogspot.com) is #1 blog in Indonesia. She’s a very popular fashion blogger and inspires many Indonesian girls. McCann Worldgroup


FASHION BLOGGING • So, fshion blogging is also quite popular among girls in Indonesia. Fashion bloggers age in Indonesia is commonly between 15-24 years old. Here are the summary of top fashion bloggers in Indonesia : 1.DIANA RIKASARI BLOG : http://dianarikasari.blogspot.com/ 2.SONIA ERYKA BLOG : http://soniaeryka.blogspot.com/ 3.EVITA NUH BLOG: http://jellyjellybeans.blogspot.com/ 4. SABILA ANATA BLOG: http://sabilanata.blogspot.com/ 5. HEIDY KALALO BLOG : http://fashion-maverick.blogspot.com/ 6. CHEKKA COUMOVA BLOG: http://www.chekkacuomova.com/ 7. DIAMONDHURTS BLOG: http://diamondhurts.blogspot.com/ 8. BETHANNY PUTRI BLOG: http://www.afternoonteaandlivingroom.blo… 9. JUNE PASKI BLOG : http://www.junepaski.com/ 10. MARCELLA CAROLINE BLOG : http://carolsletters.blogspot.com/ 11.FIFI ALFIANTO BLOG: http://hijabscarf.blogspot.com/ 12.GURINKA CLOUD BLOG: http://givemeclueplease.blogspot.com/ 13. MICHELLE HENDRA BLOG: http://takeyoureyesoffme.blogspot.com/

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• Blackberry proliferates the numbers of high tech girls even higher. Blackberry is a

social space that is traditionally dominated by men but got hijacked by young Indonesian girls. They discovered BBM as a space to host and connect with their peer networks. Today Indonesian girls are the most influential customer segment driving Blackberry’s growth in Indonesia.

Source : www.mobileyouth.org McCann Worldgroup


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8. ROLE REVERSAL AND THE BIRTH OF MOVEMENT

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Now it’s time for women to speak up. Indonesian women is now tougher and more competitive. We had female president, and there are plenty success and inspiring other Indonesian women leaders, such as : Betty Alisjahbana (former General Manager for IBM Asia Pacific and Iim Fahima Jachja (CEO of Virtual Consulting).

Iim Fahima Jachja Betty Alisjahbana McCann Worldgroup


Indonesian Women Make a Movement With the ease of social media and digital world, it’s much easier to start a business. StartUpLokal is more than that. #StartupLokal was initiated by Aulia

Halimatussadiah (Ollie @salsabeela), Natali Ardianto (@nataliardianto), and Nuniek Tirta (@nuniek). All of them are female. The organizers have great reputations as founder and owners of famous startups in Indonesia. An average of 200-335 people participated on #StartupLokal Meetup and it keeps growing. The topics of the meetup varies from communication, branding, public relation, investment, and all the topics that have connection to startup scene. #StartupLokal meetup v17, focused on women entrepreneurs

http://startuplokal.org/2011/09/15/indonesia-female-founders-we-are-here/

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9. FROM TRADITIONAL MARKET TO MODERN MARKET

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MODERN MINI MARKET CHAINS ARE GROWING RAPIDLY With the growing presence of modern mini market chains (e.g. Alfamart and Indomaret), it becomes easier for busy young women to shop for their daily needs.

This modern mini markets are located almost everywhere (especially in Jakarta and nearby areas), even sometimes they are less than 100 metre in distance of each other. This alternative could impact their purchase habits, as it’s closer to them, hence they don’t need to shop for a month stock anymore.

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TRADITIONAL MARKET FOR THE LOW SOCIAL CLASS • Some modern and urban women perceived that the dirty and unorganized traditional markets are for the low social class, besides the prices are cheaper, the location is nearer with those segments area. The busy urban women enjoy convenience and practicality, hence most of them don’t want to spend their times visit the far away unorganized market, even if it’s much cheaper than in supermarket.

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Social changes of Indonesian women