A compilation of youth marketing expert insight from 3 different country on how the young trendsetters differs in Asia *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, youth culture asia,youth culture report,youth data,youth indonesia,youth insights,youth marketing indonesia,youth marketing reports,youth research,youthlab, indonesian youth, data anak muda, penelitian tentang anak muda, hasil survei tentang anak muda, jasa penelitian, anak muda indonesia, perusahaan penelitian pemasaran

1. Photo souce:http://www.flickr.com/photos/jimshannon/2498525183/sizes/o/in/photostream/
Indigenous Trendsetters
From Middle East To Far East
Asia Trends Report Series

2. #Trendsetters…..
“Trendsetters are innovators in term of product adoption, and
Asia Trends Report Series
reference in term of lifestyle ”
Muhammad Faisal Executive Director Youthlab Indo (Indonesia)
“Trendsetters are customers or consumers who are ahead of
the market curve and real influencers on the mainstream.
Trendsetters are mayors of street creds”
Tarek Kassar, CEO of Youngberry Agency (Lebanon)
http://www.flickr.com/photos/ghada-abdullrahman-photography/5622142967/sizes/l/in/pool-27418998@N00/

3. http://www.flickr.com/photos/iembrace/5621447787/sizes/l/in/pool-27418998@N00/
Photo source: http://www.flickr.com/photos/andrewnaphotography/5611086712/sizes/l/in/pool-27418998@N00/
#Middle EastTrendsetters
Asia Trends Report Series

4. http://www.flickr.com/photos/iembrace/5621447787/sizes/l/in/pool-27418998@N00/
Photo source: http://www.flickr.com/photos/damonlynch/2777535541/sizes/o/in/gallery-brianauer-72157622394147895
Photo source:http://www.flickr.com/photos/andrewnaphotography/5611086712/sizes/l/in/pool-27418998@N00/ /
Tarek Kassar,
CEO of Youngberry
Agency (Lebanon)
Trendsetters in the Middle East are of two kinds:
1. A rich customer who adopts and purchases a
lot of new products to motivate surrounding
community to follow him/her in at least one
product without any domination to any particular
category (car, mobile, clothes, etc...).
2. A customer who has voice and opinion on new
products and share it with the community
surrounding him/her (or even nation-wide)
through newspapers, blogs, or social networks in
order to influence on one category they are
dominantly good at.
Both types of trendsetters are only successful
when their personalities have leadership abilities.
Asia Trends Report Series

5. Photo source: http://www.flickr.com/photos/43654543@N04/5386759565/in/pool-mideast#/photos/43654543@N04/5386759565/in/pool-51562379@N00/
Tarek Kassar,
CEO of Youngberry
Agency (Lebanon)
Trendsetters lifestyle differs from the rest of the mainstream and this is how they want
to position themselves, whether they understand "personal branding" or not.
Asia Trends Report Series

6. Photo source: http://www.flickr.com/photos/zz77/5288436016/sizes/l/in/pool-51562379@N00/
Tarek Kassar, CEO of
Youngberry Agency
(Lebanon)
Trendsetters in the Middle East are looking for various things, could be
one of the below or all the below:
1. Social Status: trendsetters majorly want to be positioned better
among peers and the rest of the community. They love their lifestyle by
being the first and unique.
2. Empowered Voice: trendsetters are confident people of what they
say and want their voice to be empowered by being able to
state their opinions to the brand managers. Empowerment can also be
developing for them a direct channel with the brand managers all the
time.
3. Access: trendsetters want access to the newest and latest trends in
the U.S. and Europe (Fashion: New York, L.A. and Paris). Providing
access to trendsetters can help brand managers and agencies identify
whether they are still relevant to the youth culture nor not.”
Asia Trends Report Series

7. Photo source:http://www.flickr.com/photos/modenadude/5329147642/sizes/z/in/pool-51562379@N00/
Tarek Kassar,
CEO of Youngberry
Agency (Lebanon)
A trendsetter is critically self-conscious and
want to be perceived by brand managers
and agencies as:
1. Self-actualizing person.
2. Qualified leader.
3. Champion in the field.
4. Advocate in what he/she says.
Asia Trends Report Series

8. Profile on a Mobile Trendsetter in the Middle East
Rita El-Khoury (Ritaelkhoury.com)

9. Profile on Fashion Trendsetter in the Middle East
Noor Al-Naimi (http://celebs-style.blogspot.com)

10. http://www.flickr.com/photos/dianeworland/5620849882/sizes/l/in/pool-90544387@N00/
/
#India Trendsetters
Asia Trends Report Series

11. /
Kustav Sengupta
Research Head of
INgene
(India)
“Eco-cool” and the “fakoconsciousness”
A strong emerging trait of young
influencers in India at SEC1 cities… to
show off that they are ecologically
conscious!
This is a characteristic which INgene
Asia Trends Report Series
coined as “fakoconsciousness” : a
process of faking oneself as ecologically
and socially active to remain “cool”
among peers (when the on-ground
observations states a different scenario).
Further reading:
http://ingene.blogspot.com/2011/01/fak
oconsciousness-is-growing.html
http://ingene.blogspot.com/2009/08/tre
nds-in-india-going-green.html

12. /
Kustav Sengupta
Research Head of
INgene
(India)
Being Anti corruption groupe is “cool”
Speaking and showing off solidarity
against corruption is becoming cool. The
digitally smart youth in India are
strengthening their solidarity in virtual
world to organize rallies, real meeting
Asia Trends Report Series
against corrupted system, individuals
and supporting the issues.
Further reading:
http://ingene.blogspot.com/2011/04/an
ti-corruption-movement-and-youth-
in.html
http://ingene.blogspot.com/2011/04/ha
zare-is-now-element-of-cool.html

13. Asia Trends Report Series /
Kustav Sengupta
Research Head of
INgene
(India)
Emerging “DIY” initiatives among In‘glo’dians
In contrast to the traditional “get it done” attitude of affluent class in India, the In’glo’dians are
embracing more DIY to remain “alternative” and “personal”.

14. /
Kustav Sengupta
Research Head of
INgene
(India)
BB babies vs. iphone In‘glo’dians
There is a strong emerging difference among
various categories of young and young adult
segments in India. The Neuvo riche Indians in
their 20’s and 30’s are opting for Blackberry
where as the “alternative” cool In’glo’dians
are moving towards iphone latest version.
Asia Trends Report Series
The aspiring “Indian” categories of youth are
opting for BB look alike. The “Bharatiyas” are
buying Chinese fakes, “no name/low-
branded” local made mobiles.
Narcissism grows
The digital liberty is making this generation
more and more narcissous….showing of self
is rampant, virtually (in a country with strict
social norms, offline)

15. #IndonesianTrendsetters
Asia Trends Report Series

16. / Photo source:http://www.flickr.com/photos/stonehimself/4722377442/sizes/l/in/photostream/
Muhammad Faisal
Executive Director
Youthlab Indo
(Indonesia)
Digital VS Grass root
Indonesian trendsetters emerge from 2 different
universe, the digital and the grass root world:
1. Digital influencers are the young people who are
actively shouting their opinion on a wide range
issues, from economic, eco-green, politics, to
celebrity gossips. They came from diverse
background, although most of them are creative
worker or academician. They have massive
follower on social media and engage with them
almost 24/7.
2. The Grass root trendsetter are youths who
specialized themselves in a particular hobby such
as lomo
camera, fingerboard, music, fashion, surfing, or
fixed gear. They’re more active offline than
online. They love to ‘nongkrong’ or
‘kopdar’, which means ‘hangout’ or ‘having a
coffee break’. This type of trendsetters are the
leader when it comes to creating a social
currency.
Asia Trends Report Series

17. / Photo source:http://www.flickr.com/photos/stonehimself/4722377442/sizes/l/in/photostream/
Muhammad Faisal
Executive Director
Youthlab Indo
(Indonesia)
Social Event Expert
Indonesian youths are well trained when it
comes to organizing an event. Because since
junior high they usually have the experience
gathering a ‘Pensi’, an abbreviation of ‘Pentas
seni’, meaning ‘Art festival’.
One of the peculiar characteristic of an
Indonesian Trendsetters is that they’re a
‘veteran’ in event organizing. They are ‘la
crème de la crème’ in the science of
gathering crowd. One could see that the
trendsetters are the man behind the gun in
every popular youth event.
Asia Trends Report Series

18. / Photo source:http://www.flickr.com/photos/stonehimself/4722377442/sizes/l/in/photostream/
Muhammad Faisal
Executive Director
Youthlab Indo
(Indonesia)
Creating Public Spaces
Because the youth center aren’t really
working as it suppose to be in urban cities
and almost all youth public facilities dated
back to the 70’s. Trendsetters now also take
part in creating new public spaces, or
rejuvenating old ones as a decent place for
youth.
‘Build this city’
(http://www.youtube.com/watch?v=n351T8
SP9rs)
Is a one of the many example of how a
community of youth trendsetters (unkl347)
invest in creating a space for youth.
The interesting part is, in initiating this
militant movement the grass trendsetters
don’t want to be related to a bigger
cause, such as green or anti-corruption
movement.
Asia Trends Report Series

19. / Photo source:http://www.flickr.com/photos/stonehimself/4722377442/sizes/l/in/photostream/
Muhammad Faisal
Executive Director
Youthlab Indo
(Indonesia)
Inclusive, Creative, Independent
Indonesia is well known as the biggest Muslim
country in the world. But, what the western world
usually don’t notice is that most of Indonesian people
are ‘abangan’, meaning ‘moderate muslim’. Especially
its young people. This decade mark the era where the
Indonesian youths became more inclusive than its
predecessor. For the trendsetters, they’re craving to
be part of that story as well. Three major
characteristic of an Indonesian trendsetters are:
1. Inclusive regarding beliefs
2. Want to be regarded more as a ‘creative artist’
than a ‘worker’
3. Independent financially and ideologically
Asia Trends Report Series

20. / Photo source:http://www.flickr.com/photos/stonehimself/4722377442/sizes/l/in/photostream/
Muhammad Faisal
Executive Director
Youthlab Indo
(Indonesia)
Nationalism Redefined
Brands like Apple, McBeth, and Zara are still
perceived as status symbol, but local brands start to
regain their place among youth. This is where the
trendsetters take part. Trendsetter are the young
people who succeed to acculturate product such as
fixed gear bike, tees, and sneakers not just in a
creative way but with an indigenous touch as well.
Asia Trends Report Series

21. Indonesian Trendsetter Profile
Arian Stone (http://arianstone.wordpress.com)
Arianstone, 24 years old
Fixed Gear Evangelist,Bandung
South Beach Queen

22. Indonesian Trendsetter Profile
Fifi Alvianto (http://www.hijabscarf.blogspot.com)

23. #Contributors Profile
Youngberry Agency
www.youngberryagency.com
Youngberry is a youth research and marketing agency that connects brands with young people
through sports, music, fashion, gaming, entrepreneurship programs, and other interests. This
connection could be at work, the shopping mall, sports club, school, or campus.
In the Arab world, the space is crowded with non-devoted design and marketing agencies to the
age group between 12 and 29 years old. However, we believe that the youth community requires
a unique approach and an understanding of our lifestyle, habits and latest trends among this ever
evolving psychographic.
Therefore, we decided to establish Youngberry, a collective boutique agency that gather our daily
observation and interaction with young people around us, researches on youth culture, indication
on latest trends, and our experience in the marketing and digital fields combined.
Asia Trends Report Series
Youngberry was founded by young Arabs of grown-up thinking who are living, eating, drinking,
studying and working in the Middle East and North Africa.
Tarek Kassar,
CEO of Youngberry
Email: tk@youngberryagency.com

24. #Contributors Profile
Youth Laboratory Indonesia
www.enterthelab.com
Muhammad Faisal is the Founder of Youthlab, he’s now engage in his doctorate study at the
faculty of psychology of the University of Indonesia. He was the initiator of the first TV program
on presidential candidate psychological profile analysis called “Sosok pemimpin” in Metro TV. In
the 2009 general election he analyzed and researched the political attitudes of young people (17-
30 years old) by means of focus group discussion in nine Indonesian cities. He was surprised that
the data gained from conventional way was artificial and robust. He then open a new firm called
YOUTH LABORATORY INDONESIA focusing on youth research and develop new way of inquiring
insight from the youth segment.
Youthlab then become the first factory and repository of youth insight in Indonesia, compromised
of multi-talented youths of various background, the research and consulting company helps
Asia Trends Report Series
corporations and organizations create precious connection with the fickle yet precious market
segment. Through ethnographic research, online tracking, creative focus group discussion, and
other means, Youthlab help brands & organizations create a dialogue with the youths of Indonesia
in the most efficient manner.
Muhammad Faisal
Executive Director of Youth Laboratory Indonesia
Email: faisal_sii@yahoo.com

25. #Contributors Profile
INgene
www.ingeneinsights.com
www.ingene.blogspot.com
INgene Insights is the first ever consumer insight agency focusing on the younger segment of
India.
Kustav Sengupta is the Research Director of INgene.
He’s also a youth culture analyst, global culture researcher, etnographist, youth marketing
specialist and network expert. Award winning academician and product analyst.
Associate Professor: NIFT, Chennai
- Masters in Design (4 gold medals)
- Six Sigma expert
- Master in Graphic Design
Asia Trends Report Series
- Research Scholar: consumer psychology of Indian subcontinent
- Global Subculture research with Ted Polhemus (www.tedpolhemus.com)
- Global youth marketing expert with Ruby Pseudo (www.rubypseudo.com)
- Youth insight collaboration with TrendSpotting (www.trendsspotting.com)
Experience:12 years in consumer trend research
Kustav Sengupta
Research Head of INgene
Email: kustavsengupta@yahoo.com