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Marketing-Interactive covers the launch of Hakuhodo International Indonesia’s latest think tank, the Sei-katsu-sha Lab, unveiling key insights and findings. Below is a sneak peek of the article, click the link to read the full story.

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.

Click here to read the full article.
Study: 70% of Indonesia’s middle class feel connected to mood-lifting brands | Marketing-Interactive