Our obsession with generational differences and the Indonesian reality

TBWA’s Henry Manampiring believes that brands miss out on opportunities when targeting solely based on generational assumptions and advocates for a different approach.

This article is part of a Spotlight series on connecting with Indonesia’s digital youth. Read more

Ah, our obsession with ‘generational differences’!

Until five years ago, marketers were still scrambling for any insights on “Millennials” (which, depending...