Understanding our audiences is integral to all that we do at 成人论坛 Media Action. As part of our exciting new project Kembali Ke Hutan (Return to the Forest) focusing on the sustainability of Indonesian forests and natural resources, we needed to reach Indonesia’s millennial generation, inspiring them to understand and engage on critical environmental choices for their future.

Young people really are Indonesia’s future: predicts 46% of the population will be under age 30 by 2030, with a majority in urban areas. Already the country has over 350 million mobile subscriptions, and 150 million active social media users – most of them on mobile. Inspiring them to engage on climate action requires us to reach them where they are: online.

Our approaches

We used artificial intelligence to analyse online data as well as more traditional methods such as focus groups to develop deeper insights.

Techniques drawing on artificial intelligence helped gather, sort and analyse information from 118 sources across 16 different areas – from lifestyle to local community forums. We used these results to create archetypes of young Indonesians, and then followed this up with a week-long online focus group with 50 urban youth aged 18-25, exploring their online behaviours: their interests, how they engage with important issues – from politics to the environment – and how they behave on social media. We combined this with traditional face-to-face focus groups with urban young people, active members of community-based youth organisations, to gain a thorough understanding of what motivates them to engage with environmental issues.

Who are Indonesia’s young people?

Based on this data, we found urban youth value their social identity, to define their place within Indonesian society and influence their social networks. They are willing to think about and engage with political and social issues through online platforms.

“We represent the people of East Kalimantan when we come to the government and tell them about the issues that have to be addressed.” member aged 18-25, from Samarinda

However, we also learned that frustrating interactions with government in the past among 22-30 year olds, and feelings of distance and apathy in 18-21 year olds, contributed to their perceived disinterest and inability to act.

Based on segmentation from the AI/Semiotics study we established the following ‘groups’ of young people:

• ‘Regular Consumers’: These young Indonesians lead relatively structured lives with clear routines, and whilst some environmental issues are important to them, they are more focused on doing well academically and obtaining good jobs. Whilst they spend a lot of time on social media, it tends to be for hobbies, travelling, food or entertainment, and a place to connect with others, rather than as a forum for debate or taking action.
• ‘Loud and Proud Crusaders’: This group considers social media a key forum for taking action on issues relating to climate change. Influencers and well-known names help grab their attention, and they engage with content with a clear link to their daily lives. Most were unfamiliar with the term ‘green growth’, and as a result didn’t know what actions they could take.
• ‘Quiet Heroes’: They are interested in environmental and social issues, and believe they should lead by example and change themselves first. They start with smaller actions - not littering, joining environmental organisations, encouraging friends to do so too, for instance through information.
• ‘Aesthetic indulgence’: This youth ‘group’ is all about travel and natural beauty – they act out of concern to protect areas of natural beauty for others to enjoy.
• ‘Guardians of Future Generations’: Finally, this group is driven by aspirational and positive examples that focus on social issues and the environment, either locally or nationally; they prefer to act through community-based initiatives.

"It’s in my nature, part of my conscience to [be an activist]. It calls to me.” Aksi Kamisan (Youth Good Governance Group) member aged 18-25, from Samarinda

“Resources are limited while the wants of the public are not. The government needs to ensure that [the resources] can be enjoyed by the next generation, that it will not be gone.” member aged 18-25, Jakarta

What’s next

A platform for young people to voice their concerns and opinions, while feeling part of environmental youth communities and groups, seemed the natural way to build their engagement and public discussion. Social media is being used to help this via our Aksikita brand, , and .

We have used our research findings to inform the content for our national TV programme and digital media. As Instagram is the most popular social media network in Indonesia, we have designed a range of posts to meet the different needs of Indonesian young people, from cartoons to videos, each based around how individuals might be affected and what they can do. This will help engage the 'Quiet Heroes' and 'Regular Consumers' with simple, effective actions they can take.

(Missing Travel), takes young people stuck at home during the pandemic on a virtual journey to their favourite parts of the country – appealing to those who are proud of their country’s beauty – such as the 'Aesthetic Indulgence' group.

Throughout the series, our Digital Manager and Series Host, Jimmi, is accompanied by young people actively working on climate change, to build audience engagement by contrasting beautiful scenery with the impacts of environmental damage.

We’ve also used comedy and social media influencers to help reach those less engaged in environmental issues, and information that appeals to ‘Quiet Heroes’.

With all of this we aim to gain reach, while using informative and questioning content that provokes discussion among our followers, their family and peers – ultimately increasing Indonesians' understanding and awareness of a range of environmental issues and sustainable development challenges. For Indonesia’s coming-of-age generation, this is about the future of their country’s environment and prosperity.

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Ankur Garg is Country Director for 成人论坛 Media Action in Indonesia, and Anisha Ratan is Digital Research Manager for 成人论坛 Media Action, based in London.

Return to the Forest is funded by NICFI (Norway's International Climate and Forest Initiative). Learn more about the project here.

I’m certainly not the first person to say that media has enormous power – both to reach people far and wide, but also to help us understand, discuss and inspire action on the most important issues facing the world today.

At a time when media is often co-opted and used to spread disinformation, there is a huge need for trusted media to play an educational role in society. And, for me, there’s no bigger problem that media can help us understand than climate change.

For too long, the conversation around climate change has focussed on science, policies and governmental commitments. People’s lived experiences of extreme weather exacerbated by climate change have been missing – especially those who feel the impacts most.

At 成人论坛 Media Action, we believe that addressing climate change requires action at all levels of society, and that media has the power to bring together ordinary people, civil society, and leaders to discuss sustainable development that benefits everyone.

Our Indonesia project aims to do exactly that.

Indonesia is one of the world’s largest greenhouse gas producers, with the vast majority of emissions stemming from forest destruction and degradation. The Government has pledged to reduce these emissions; having an engaged public that cares about their forests and holds their leaders to account will help ensure these green commitments are fulfilled.

From our previous work in Bangladesh and Cambodia, we know that media can inform and educate audiences affected by changing weather, inspire individuals and communities to take action to protect their lives and livelihoods, and prompt governments to respond with policies for more sustainable development.

Our challenge in Indonesia is to engage an audience which doesn’t currently feel close to the problem: young people.

Around the world, we’ve seen young people lead the way when it comes to taking action on climate. Youth will make up an estimated 44% of Indonesia’s population by 2030, and there are encouraging signs that they could follow that path too. But our initial research shows us that this largely urban population doesn’t connect with forests or understand how deforestation affects their daily lives. They also don’t know how they can get involved.

Our first task will be to grab their attention – young Indonesians are huge consumers of social media, particularly on mobile. So our project will be ‘digital first’, challenging us to create high-quality, viral content that can cut through a sea of competing information to inform, entertain and inspire young audiences about their environment and the future of their planet.

To do this, we believe a sense of identity is key. Young Indonesians care about what their peers think about them and crave their respect. If we can create a culture of “green kudos” among friendship groups, and make it ‘cool’ to care about the forests, we could spark a generation of young Indonesians who actively engage with their leaders on sustainable development.

This engagement cannot be tokenistic, which is why we’ll be backing up our digital content with a high-quality TV discussion programme and a challenge-style reality TV show. These will provide young people with the tools to understand how climate-related issues, such as air pollution and water security, affect their lives, and how they can engage with leaders on these issues.

Overall, we know this is a formidable task. But we also know from our charity’s work over the last 20 years that trusted media provide space for constructive public participation and debate – something which is much needed when it comes to climate change.

People need to be at the heart of the response to climate change. By encouraging people to work together, media really can change the world for the better.

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Ankur Garg is Country Director for 成人论坛 Media Action Indonesia.

Our work in Indonesia is funded by the Norwegian Agency for Development Cooperation.