Gen-I Youth Survey

Youth Attitudes on CSR


At a decisive time in Indonesia’s political history, when the next president will not be the current president, and when some 67 million1 people – almost all young – are eligible to vote for their president for the first time in their lives, this GroupW survey looks at how youth feel about their future and about the roles foreign companies, foreign investment, and CSR might play in their lives.

These results were made available by AmCham to the participants at the “Strengthening Indonesia’s Competitiveness: Business Investment in Sustainability, CSR, and Inclusive Growth” Conference hosted by the Embassy of the Republic of Indonesia in Washington, D.C., the U.S. Chamber of Commerce, and AmCham on June 26, 2013 in Jakarta.

GroupW takes sole responsibility for the findings, which were obtained from a larger survey that GroupW, a strategic advisory firm in Jakarta, designed and analyzed independently.

1 Of the 187 million people who will be eligible to vote in next April’s legislative election, around 67 million, or 35 percent, will be voting for the first time.
PDI-P, Golkar Battle Over 2014 Youth Vote – The Jakarta Globe (6 May 2013)



These findings summarize some of the results of a wider survey conducted between June 6 and June 14, 2013 by GroupW, with fieldwork done by Field Survey Indonesia, one of Indonesia’s leading market research fieldwork companies.

The survey was conducted through face-to-face interviews with a random, representative sample of 300 people between the ages of 16 and 25. The data has a margin of error of 3-4% at a 95% confidence level.

Respondents were selected using a systematic multi-stage method involving the random selection of “rukun tetangga” administrative areas; the random selection of households using an interval selection method, and the random selection of the respondent by using a Kish Grid, which systematically selects one respondent per household.

Strict quality control procedures were employed. A supervisor witnessed 10% of all interviews, and call-backs were conducted in 20% of the interviews to confirm the proper selection of the respondent and to verify responses to key questions.



This survey targets a population segment that seems ignored – taken for granted — by many: the new adults born around the start of the “Reformasi” era.

This new generation of Indonesians, or “Gen-I,” is too young to recall the cataclysmic days of May 1998, grew up with GDP growth generally between 4% and 6%, depends on a “hp” handphone, uses the internet, and – living under a democracy – will soon vote in the millions.

CSR Connections


Only 6% of young people have heard of CSR.

After hearing an explanation, then 17% claimed to know ‘a bit’ about it.

Around 1 in 6 young people (17%) feel that CSR activities have impacted their own lives, or the life of their community.

But more than 80% could not name a single company linked to CSR.

CSR Values


While there is an interesting change in attitude regarding preference to work at a company that practices good CSR, there is less of an interest in buying products from companies that follow CSR practices. Nevertheless, almost half the respondents claimed that they would rather buy products from companies practicing “CSR.”

CSR Cost-Benefits


There does seem to be an expectation among approximately half of the young people polled that foreign companies embrace CSR (specifically) more than domestic companies.

The similar results for “contributing more to the community” (more generically) suggest that the distinction between CSR and community development is either not apparent or not relevant to the respondents.

This expectation may perhaps be unwarranted to the extent that foreign companies may already practice CSR and/or community contributions (even to a greater degree than domestic companies).

Countries of Choice


Ambiguity about Foreign Investment


The young people surveyed seemed to hold conflicting attitudes about foreign investment.
Although a slight majority believes that foreign investment is a good thing (52%), similar majorities felt that foreign companies exploit Indonesian resources and that the government was being too lenient towards foreign companies.

Likewise, a strong majority of respondents (72%) acknowledged the fact that foreign companies bring technology and capital while the same percentage of young people felt that Indonesia should be more nationalistic.

* Note: Excludes “Don’t Knows” (ranged from 11%-22%)

Indonesia’s Direction


Who Should be Driving Change


When asked which groups are most important in bringing change to Indonesia, 85% of Gen-I mention the Government of Indonesia, 42% private sector companies, and 31% individuals.

Political parties, NGO’s and religious organizations are considered less important.