Startup Advice

New Startups Challenges to Attract Gen Z

You certainly know the terms of Baby Boomers, Gen X, Gen Y, and Gen Z. For those who still can’t tell the difference, here are the divisions and their age range in 2021:

– Baby Boomers, born between 1944-1964 and currently 57-77 years old.

– Gen X, born between 1965-1979 and currently aged 42-56 years.

– Gen Y, otherwise known as the millennial generation, were born between 1980-1994 and are currently 27 to 41 years old.

– Gen Z, born between 1995-2015 and currently between the ages of 6 and 26.

Based on the 2020 Indonesian population census (, the proportion of the population in the Gen Z category is around 27,9% of the total population in the country. A survey from shows that Gen Z’s interest in trying out new platforms or applications, especially for online shopping, is very small, only reaching 12.7%.

More than 63% of respondents said they were not interested in trying the new platform. Meanwhile, the remaining 12,7% chose to keep using old digital services, but with a different approach, such as making purchases from other sellers. This research from FuturePlay also finds Gen Z Indonesia’s tendency to become a conservative market consumer, which can make it difficult for startups that are developing new products or services for early adopters.

FuturePlay survey results also show that about 62% of Gen Z respondents in the country are interested in non-cash transaction activities, because of the convenience it offers. Apart from being fairly concise, this payment method is also considered to offer its own advantages thanks to discounted price promos and a point system.

In the e-commerce segment, respondents from Gen Z are mostly e-commerce consumers who like to shop for fashion and beauty products. About 89% of respondents admitted to shopping more than once a month, and 50% of them admitted to shopping more than three times per month, both on e-commerce marketplace platforms and on social media.

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