Wed, 10/22/2025

Menabung di Era Scroll dan Swipe, Jakarta

The culture of saving has long been promoted, but the fact is that many young people still struggle to do so. This isn't because they don't want to, but because campaign messages often feel disconnected from their lifestyles. For financial literacy campaigns, particularly those about saving, to be effective, the approach must be relevant to the trends, platforms, and behaviors of the digital generation.

First, use storytelling and influencer marketing. Young people tend to believe real-life stories or figures they admire more than formal messages. For example, a savings campaign using a short video challenge on TikTok.
Second, combine the culture of saving with digital lifestyle trends. Many digital wallets now offer "auto-save" or "flexible savings" features that can be integrated into campaigns. For example, the "Automatic Savings, More Practical Life" campaign could be created through a collaboration between fintech and a lifestyle brand familiar to young people.