A DESIGNER’S TOOLKIT for GENDER AND URBAN MILLENIALS IN INDONESIA
Investing in Women (IW) commissioned YouGov to conduct an online Social Norms, Attitudes and Practices (SNAP) 2020 Survey with 6,000 urban, millennial men and women across Indonesia, the Philippines and Vietnam in May 2020. The report, Gender Equality Matters 2020: Social Norms, Attitudes and Practices (SNAP) of urban millennials in Indonesia, Philippines and Vietnam, summarises regression and segmentation analyses across the three countries; compares common data points across SNAP 2018 and SNAP 2020; and identifies some impacts of COVID-19 on millennials’ experience with changes in income earning and housework patterns.
To complement the aforementioned report, Designer Toolkits for each of the three countries were created. This toolkit focuses on country-specific analysis in Indonesia.
Segment profiles in toolkit are arranged in order of millennial men and women that hold the most traditional through to most progressive gender norms. Segment names characterise the ideology of each group in a cross-country comparison of the attitudinal mean for each norm.
This toolkit provides users with:
- A summary of the segmentation analysis findings from Indonesian urban millennials
• Detailed profiles of key segments of urban millennials in Indonesia that practitioners working on shifting gender norms will be able to run their campaign and activity ideas through, keeping in mind the attitudes, social expectations and behaviours prevalent in each segment
• A list of suggested areas for further exploration to better understand and work with Indonesian urban millennials on positively shifting gender norms.
Key Segmentation Insights
- Across most segments and genders, attitudes, norms perceptions, and behaviours about family income tend to be most unequal of all gender norms. Attitudes and perceptions of job segregation also tend to be unequal. Among the most progressive female segments where attitudes on family income move toward greater equality, job segregation attitudes remain low.
- Childcare arrangements tend to show most equal attitudes among gender norms. Among the most progressive female segments, leadership attitudes are similarly equal.
- For many segments in Indonesia, norms around family income register the greatest level of unequal personal attitudes. Regression analysis identified that followers of religions other than Islam have more equal family income attitudes in Indonesia compared to those who follow Islam, as do non-religious women compared to Muslim women. The same is true for attitudes about leadership in Indonesia, and for caregiving, men who do not follow Islam are more likely to have equal attitudes on that norm than those who do.
- In female segments where most are married with children, the majority do most of the childcare. Between 2018 and 2020, the share of Indonesian mothers wishing that their partners would do more childcare appears to have increased from 4 in 10 to 6 in 10, even though women are more likely than men to say that childcare is a women’s responsibility.
- KEY INSIGHTS – INDONESIA
- GENDER ATTITUDES AND BEHAVIOURS AT HOME
- PERSONAL ATTITUDES AND BEHAVIOURS ACROSS NORMS
- A SEGMENTATION OF INDONESIA’S URBAN MILLENNIAL MEN
- A SEGMENTATION OF INDONESIA’S URBAN MILLENNIAL WOMEN
- FURTHER EXPLORATION
You may also download a copy of the report, Gender Equality Matters 2020: Social Norms, Attitudes and Practices (SNAP) of urban millennials in Indonesia, the Philippines and Vietnam, and Detailed Annexes from the Knowledge Hub.