8 Karakter yang Perlu Diketahui Mengenai Generasi Langgas (Millenials Indonesia)

Generasi Langgas merujuk kepada Generasi Millenials atau Gen Y, yaitu generasi yang lahir dalam rentang tahun 1980 sampai tahun 2000. Generasi Langgas menjadi sebuah terminologi populer ketika buku ‘Generasi Langgas’ yang ditulis oleh Yoris, Dilla Amran dan Youth Laboratory Indonesia terbit pada tahun 2016 dan menjadi best seller.

Dalam salah satu Bab buku tersebut dijelaskan mengenai Karakter dari Generasi Millenials atau Langgas. Bab tersebut merujuk kepada riset dari Muhammad Faisal PhD dan Tara Talita Msc dari biro riset Youth Laboratory Indonesia di lima kota besar (Jakarta, Medan, Bandung, Makassar, Malang) mengenai karakter dan perilaku dari Generasi Langgas.

Youth Laboratory Indonesia sendiri didirikan oleh Muhammad Faisal pada tahun 2009 dan telah intens selama 8 tahun terakhir melakukan studi etnografis juga survei pada Generasi Langgas (informasi lebih lanjut bisa didapatkan lewat www.enterthelab.com). Delapan karakter Generasi Langgas yang berhasil dicatat oleh Faisal dan Tara lalu dipaparkan dalam buku Generasi Langgas adalah sebagai berikut:

 1. Collective

Generasi Langgas adalah generasi paling kolektif sepanjang masa. Karakter kolektif ini tidak hanya didorong kecenderungan psikologis yang mengemuka pada generasi ini akan tetapi juga difasilitasi oleh kehadiran media sosial yang membantu para Langgas untuk mengaktualisasikan dorongan kolektif mereka. Tidaklah heran apabila Indonesia menjadi satu-satunya negara dimana penetrasi media sosial semakin tinggi namun alih-alih membuat para Langgas semakin individualis malah membuat mereka semakin kolektif. Wujudnya dapat ditemukan dalam berbagai komunitas yang kini mengemuka.

 2. Customization

Generasi Langgas di Indonesia tidak secara bulat-bulat menelan tren ‘overseas’ yang masuk ke dalam negeri, akan tetapi mereka terjemahkan dalam warna serta bentuk yang sesuai dengan nilai-nilai kelokalan. Kita bisa lihat bagaimana tren popular mengejawantah di kota Bandung, Yogyakarta, dan Makassar dalam rupa distro serta event pemuda yang sangat khas.

 3. Community

Generasi Langgas di Indonesia bergeliat melalui komunitas untuk menciptakan berbagai perubahan sosial. Mereka tidak secara pasif menunggu hadirnya perubahan dari struktur formal akan tetapi bergerilya membuka ruang kreasi bagi pemuda lain di sekitar mereka. Komunitas tumbuh kembang dengan pesat dalam ranah hobby maupun sosial sejak Generasi Langgas memasuki usia remaja.

 4. Close to Family

Generasi Langgas menjadi generasi yang paling dekat dengan keluarga. Keluarga menjadi tempat berlindung juga support moral bagi para Langgas di tengah hiruk-pikuk globalisasi. Bahkan, para Langgas kerap membantu orang tua mereka yang berasal dari Generasi Baby Boomers untuk catch up dengan berbagai perkembangan zaman.

 5. Change over Generation

Generasi Langgas menjadi generasi yang tumbuh besar di era transisi politik, yaitu reformasi 1998. Oleh karena itu, mereka memiliki karakter yang sangat terbuka terhadap bahkan bereksperimen dengan berbagai paham ideologis. Generasi Langgas sangat kritis serta tidak take it for granted dalam menerima sebuah paradigm tertentu.

 6. Chasing Inspiration

Generasi Langgas adalah generasi yang retrospektif. Mereka tak hanya melihat ke saat ini atau masa depan, akan tetapi mereka juga melihat kebelakang untuk mendapatkan inspirasi. Kita bisa dapati saat ini Generasi Langgas banyak menghidupkan kembali berbagai tren lama juga berinteraksi dengan para trendsetters dari kalangan generasi X.

 7. Connected

Generasi Langgas adalah generasi yang terkoneksi. Kemana-mana pasti mencari wi-fi, bukan hanya untuk bersosial media saja akan tetapi mereka memiliki kebutuhan dasar untuk sharing dan mengetahui update informasi yang berkembang dari berbagai belahan dunia. Mereka adalah orang pertama yang mengetahui kabar berita penting di pagi hari.

 8. Confidence

Generasi Langgas adalah generasi yang sangat percaya diri. Mereka terlatih sejak usia dini untuk tampil di depan publik lewat media digital, mereka adalah storyteller yang handal, kurator informasi, dan bisa melakukan berbagai keterampilan secara bersamaan.

Pengetahuan mengenai Generasi Langgas menjadi sangat penting mengingat ada bonus demografi yaitu 64 juta penduduk Indonesia berada di bawah usia 30 tahun.

I never thought I would wake up one morning in the digital age hearing the news that a Catatan Si Boy (a 1980s cult movie) remake would be aired on television, Warkop DKI Reborn (a 1980s comedy group) would be screened in cinemas, Blink 182 were topping the charts in the United States and the Pokémon Go game had become a worldwide hit. Do we really live in 2016?

This retro phenomenon does not stop there; in everyday life we can find a variety of gimmicks reappearing, from fashion items and songs, to foods, to food that was popular two to three decades ago.Strictly speaking, this phenomena can be seen in the younger generation to so-called millennials.

They now tend to like the same things that the baby boomer generation once did.

What is actually happening here? The rapid development of technology and social media may not be able to answer this question. The foundations of an answer to this question do not necessarily lie in technology, but in the human psyche.

Considering the evolution of these trends, we should begin to ask whether there actually is a repetitive pattern in the trend. Or to go deeper than that, whether the trend has a circular pattern that comes full circle over a certain period. If we can answer that, then we can make predictions about future trends.

In fact, scientists are already trying to answer these questions, and some of the most persistent in this mission are William Strauss and Neil Howe, authors of the wondrous book The Fourth Turning. In the 1990s, they made several accurate predictions about the millennial generation, the members of which were at that time around 8 years old. One of the predictions that proved to be true was the decrease of smoking among youth.

Uncommonly, Strauss and Howe crafted their predictions based on facts from American history.It turns out that studying the past can help us predict the future. Strauss and Howe found that in spite of various changes in the economy, politics, technology and trends, human archetypes from time to time have the same pattern.

Using Strauss and Howe’s approach, we can assume that the character of the millennial generation in Indonesia today is the result of collective experiences in the past.

What we see could conceivably be the reemergence of old archetypes.Usually the formula for the “outbreak” of Indonesian youth trends is very simple, most of them are influenced by overseas trends channeled to them via media.If Indonesian youth in big cities now have better access to overseas trends, then the case should be that any trends in the US or Europe could be immediately imitated by youth in Indonesia.

However, that does not always happen. There are various anomalies that are not linear with trends overseas. One of them is favoritism toward local culture. In Yogyakarta a hip-hop band who sing and rap in the Javanese language bring up local indigenous issues in their songs, while in West Java the hardcore music scene is mashing up their music with ethnic Sundanese instruments, one of the most prominent being Karinding attack. In Sumatra, from Medan to Sabang we can easily find many youth fashion outlets that display designs with ethnic flair and local gimmicks.

Those definitely have nothing to do with international trends. My intensive research on youth culture with Youth Laboratory Indonesia confirms it. I wonder then if the generational archetype cycle is also happening in Indonesia. Historical and generational studies conducted by Strauss and Howe have driven me to follow the same approach in explaining the various anomalies of existing trends in Indonesia.

I draw the boundary of generational archetypes from the 1900s, since the century spawned numerous national revolutionary figures like Sukarno, Tan Malaka, Agus Salim, Budi Utomo and HOS Tjokroaminoto. They lived in the era of colonialism, marked by major crises of identity, economic discrepancy, food deprivation and poverty. Such conditions create what is called a prophetic generation: one that is highly ideological, religious and has a high sense of nationalism.

After the prophetic generation passed within 30 years, came a new breed, a so-called generation of heroes. They appeared in the midst of national instability, a clash of ideologies and disintegration.Their traits are strong optimism, a tendency to be ideologically fanatic and a sense of responsibility for the future of the nation.

A few famous names include former president Soeharto, former president BJ Habibie, Akbar Tandjung, Emil Salim and Adam Malik.

Thirty years later appeared a new generation with a more competitive edge, who tend to be individualistic and less ideological. They are the nomad generation. They grew to maturity in an era when economic development was the primary purpose, freedom of speech was hampered and ideological discourse was a taboo. Some of its leading names are Iwan Fals, Rhoma Irama, Budiman Sudjatmiko, Rano Karno and novelist Hilman.

Now after 30 years have passed, comes the digital generation that is now known as the millennial generation, the most complicated generation ever. They arrived in the post-transition era, namely one of political reform, in which anticorruption tops the national agenda, radicalism flourishes, liberal economic policy is the norm and mobile technology becomes a necessity. Representing this generation are Raditya Dika, Dian Pelangi, Dian Sastrowardoyo, Raissa and VJ Daniel, who are theoretically alienated with their characteristics of feeling estranged, more communal, having a high passion for arts and creativity, pluralism and support of democracy.

They will continue to jazz up various public spaces and this nation’s historical timeline for the next 30 years. When again, theoretically, a new generation will reappear when the four generational cycles have passed. Like a full circle it will go back to the first generational archetype, which is the prophetic generation.

The anomalous trends and behavior of the current generation that we see today, such as the tendency of consuming old content, liking everything vintage, the rise of nationalism and high curiosity for indigenous culture, indicates that the archetype of this generation is going through a shifting process.

This archetypal turnaround process can go faster when a crisis, either national or global, occurs. This back-to-square-one process is a human defense mechanism of sorts to deal with various social and political challenges. Comprehending this, we should not be skeptical and pessimistic about our young generation as well as the myriad of crises engulfing the country. We will witness the emergence of new revolutionary figures similar to those who carved out Indonesian history in early 1900s. New Sukarnos, Tan Malakas, Agus Salims and HOS Tjokroaminotos will rise in different forms. Afterward we can expect to see a better Indonesia.

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DR. Muhammad Faisal
The writer, who holds a doctoral degree in social psychology, is executive  director of Youth Laboratory Indonesia.

Youth Take Action 2011 mengajak remaja mengikuti proyek penghijauan di sekitar Kelurahan Gedong, Pasar Rebo, Jakarta Timur. Acara yang digelar oleh PT Merc Tbk ini diikuti oleh sekitar 65 siswa SMP – SMA yang bersekolah di wilayah tersebut. Memasuki tahun keduanya, PT Merck Tbk sudah menyelenggarakan program pendidikan non formal ini dengan permasalahan lingkungan, karena menganggap masalah ini masih menjadi perhatian utama, dan menjadi isu global.

Maka Minggu (18/12) para remaja yang sudah membangun proyek penghijauan dan diberi pelatihan selama tiga bulan ini dipilih hasil terbaiknya. Juara pertama yang membuat sebuah taman hijau yang asri, dengan kolam kecil dan jalur bebatuan refleksi terpilih sebagai pemenang.

Mereka dianggap sesuai kriteria, yaitu dari segi kreativitas, keindahan dan manfaat dari proyek yang dibangun. “Dari kegiatan ini lingkungan jadi bersih dan hijau, dan gue berharap bisa diadain lagi tahun depan, dengan daerah yang lebih luas lagi,” ujar Sidik, kelas 2 SMP 209 Kramat jati, Jakarta Timur, salah satu peserta yang kelompoknya menjadi juara. Thumbs!

Local Fashion Brands and Youthlab Keren Survei (Current Trends Shift)

Youthlab since last year trying to dig more deeply the meaning of ‘cool’ by young people, in Indonesian it is termed a “Cool”. It turned cool and prestige are two things that can not be separated.

Cool is closely associated with social class, political upheavals and developments teknologil. Here’s one of our survey results associated with prestige and Cool. Is a local fashion brand started losing their local fans, whether it is associated with the entry of foreign fashion brands through the MAP? insights that are worth exploring further implications by brand managers Youthlab since last year try to dig more deeply for the meaning of `cool` by the young Indonesian people, in Indonesian it is termed Keren.

It turned out that Keren and prestige are two things that can not be separated. Cool is also closely associated with social class,political dynamics and technological developments.

Here’s one of our survey results associated with prestige and Cool. the main question: Is local fashion brand start to lose their local fans,is it associated with the last entry of foreign fashion brands through MAP? insights that are worth exploring for its implications by brand managers Muhammad Faisal

*kata kunci: pemasaran, tren anak muda,riset anak muda, riset pemasaran, strategi pemasaran anak muda, jasa riset, jasa riset pemasaran, biro riset pemasaran, konsultan pemasaran, data anak muda