How Brands Can Stay Attractive During Indonesia’s 2025 Economic Wobble 

Written by Zul Chalis

Indonesia is expected to have a challenging economic period in 2025. With a slower economic growth, government budget cuts, and reduced consumer spending, brands are in a difficult situation. To remain attractive to Indonesian consumers, brands must adapt to these economic uncertainties and shifting consumer behaviours. 

Brand Appeal Strategies During Economic Crisis 

With a slowing economy, consumers become more price-conscious and look for value. Brands should emphasize a product’s quality, longevity, and benefits to justify the cost. In Indonesia, this means offering “affordable luxury” that combines a feeling of premium quality with a reasonable price. 

Build Emotional Connections 

In uncertain economic times, people feel anxious. Brands can find success by offering comfort and stability, moving beyond sales to build emotional connections. They can achieve this by sharing compelling stories, fostering a sense of community, and demonstrating genuine care for their customers’ well-being 

Use “Double Date” Shopping Events 

Despite economic challenges, Indonesian shoppers remain highly engaged with “double date” shopping events (e.g., 1.1, 11.11). These events have historically led to massive sales spikes, with 12.12 in 2021 showing 188% growth. Brands can capitalize on this by offering strong promotions while maintaining their brand’s value. 

Cost-Effective Media Strategies During Economic Turmoil 

1. Out-of-Home (OOH) Advertising

Out-of-Home (OOH) advertising is a good way to reach lots of people without spending too much. For example: 

• Billboards in Jakarta usually cost between Rp 50-300 million per month. 

• Digital billboards are more expensive, at Rp 100-500 million per month, but they let you show changing ads. 

• Ads on public transport like buses, KRL trains, and MRT cost Rp 50-200 million per month. These ads get a lot of attention, especially when people are commuting. 

2. Mixing Digital with Traditional Ads 

You can enhance traditional billboards and other Out-of-Home (OOH) ads by integrating digital elements. Adding QR codes, hashtags, and social media links allows you to extend your reach and connect with more people without significantly increasing your budget. This hybrid approach helps you engage customers on multiple platforms 

3. Smart Moves for Brands During Indonesia’s Economic Downturn 

In tough economic times in Indonesia, brands must adapt their messaging to resonate with customers’ struggles while maximizing their impact with minimal cost. This can be achieved through integrated campaigns that combine multiple affordable advertising methods instead of relying on a single, expensive one. 

It’s also crucial for brands to continue building their brand identity, as those who maintain their marketing efforts during a downturn often emerge stronger.