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Urban middle-class, the unsung economic heroes
It is only natural that corporations and marketing actors consider ways to reciprocate the support they receive from the middle-class.
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Wanderlust: Visitors cross a suspension bridge at the Situgunung tourist area in Sukabumi, West Java, on Nov. 26, 2023. Indonesia’s growing middle class has contributed to an increase in domestic travel. (Antara/Henry Purba)
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mid the lively scenes at toll road rest areas on weekends, a familiar spectacle unfolds, fathers or household heads in shorts and waist bags, momentarily halt their journeys to or from staycations. Leading their families to relish two- or three-star hotel experiences at discounted rates, this collective attire serves as a symbolic representation of Indonesia's urban middle class.
Facing financial pressures such as mortgages, car payments and education expenses, these individuals adeptly carve out moments for brief respites. By patronizing roadside martabak vendors, they contribute to the burgeoning culinary scene gaining widespread attention.
Allocating part of their income to subscriptions like Netflix and engaging with free platforms like YouTube, they become focal points of major corporate advertising campaigns, a testament to the resilient foundations underpinning the nation's economic panorama.
According to the World Bank, individuals with daily expenditures ranging from US$7.75 to $38 are categorized as middle-class. The sheer magnitude of the Indonesian urban middle class is staggering, encompassing 52 million concrete middle-class individuals.
This number surpasses the population of many countries globally, positioning Indonesia's middle class as a formidable driver of national economic growth. In the grand vision of Indonesia 2045, where the nation aspires to elevate its standard of living, the middle class emerges as a critical player.
While the middle-class group is a large population, their routines might differ, as well as the problems they face and their aspirations.
Meet Fajri, a 36-year-old mid-level bank employee in Bandung, West Java. Fajri embodies the delicate balance between dreams and fiscal responsibilities, juggling mortgage payments while ensuring a private education for his twin children. Staycations become cherished moments, creating pockets of familial bliss amid the urban clamor.
