For Indonesia to realize its dream of becoming a developed nation, the health and well-being of its people must be a priority, which is why, amid the rapid changes brought about by digital technology, transforming the health environment through rejuvenation is paramount, according to career transition expert and practitioner Rudolph Chandra.
Rudolph revealed how young people have played a key role in change within the health and wellness sector, ensuring the changes necessary to refresh strategies, attract younger consumers and build trust.
“Millennials and Gen Z are emerging as key consumers, bringing new expectations, preferences and values, with health and wellness taking center stage,” he said.
He said this digitally savvy generation is health-conscious and looking for authentic and holistic wellness. “They turn to online platforms for their information, advice and even shopping needs. Adapting is not just an option but a necessity for health brands,” he said.
Trust is the currency of health, according to Rudolph. In Indonesia, health decisions are communal and deeply intertwined with cultural norms, so “looking younger isn’t just about looking good. It’s about being approachable, trustworthy and genuinely attractive,” he said.
Rudolph said younger consumers are skeptical of traditional advertising that simply touts product benefits and are instead drawn to brands that show they truly care about their health, so he advised health brands to get beyond the sterile packaging and connect on a human level.
With the digital revolution in Indonesia in full swing and more people logging on every day, creating vast opportunities, health brands are encouraged to capitalize on this momentum.
“Strong digital strategies such as social media engagement, e-commerce and targeted digital marketing are no longer optional – they are the lifeblood that connects brands with consumers,” he said.
“Understanding customers’ needs, preferences and pain points in this digital space is non-negotiable,” he said.
He said rejuvenation also means innovating products that meet the unique needs of Indonesian youth.
“Natural ingredients, personalized wellness solutions and mental health support are the cornerstones of relevance. Brands that listen, adapt and create products and services that align with these needs will thrive,” he noted.
To truly attract young people, he says, health brands need more than one-size-fits-all marketing.
“They need messages that resonate with them personally, spark conversation and create a sense of community. Yes, TV commercials are still important, but they’re no longer the only megaphone. Combine that with digital and social media efforts and suddenly you’re part of the conversation instead of just shouting,” he noted.
Highlighting the rejuvenating benefits, Rudolph said Indonesia’s wellness market is a bustling bazaar with local and international brands vying for attention.
“Rejuvenation is not just a cosmetic fix. It’s what sets the brand apart. Innovation and social responsibility become its hallmarks, appealing to younger consumers who want both,” he said.
In addition to increasing brand awareness, activations also drive community engagement and brand advocacy.
“Revitalized brands can take the lead in community health education. Imagine partnering with medical experts, influencers and local leaders who come together to promote preventive care, proper nutrition and healthy lifestyles. When brands actively contribute to the well-being of their communities, trust and credibility naturally grow,” he said.
He also explained that the rejuvenation has allowed younger consumers to play a key role in promoting the brand: “Younger consumers are not passive bystanders, they are active advocates,” he said.
He added that rejuvenation has empowered them to share their health and wellness journey and to advocate for and spread the word about brands that align with their values. “This word-of-mouth promotion builds loyalty and enhances the brand’s reputation,” he noted.
According to the 2022 report “Consumption Value of Health and Wellness Products” published by Statista, the value of health and wellness products in Indonesia reached approximately US$12.47 billion in 2022. This figure is expected to continue to grow in the coming years.
Indonesia’s wellness economy grew from $35 billion in 2017 to $36.4 billion in 2020, according to data from the Global Wellness Institute (GWI).
The ranking places Indonesia 19th out of 218 countries in the world and 7th in the Asia-Pacific region.
Rudolph said Indonesia’s health brand revamp was not just about profit margins, but also about making the country a healthier place.
“By targeting younger consumers with strategies that are relevant, trustworthy and engaging, brands can take the lead in shaping the evolving health and wellness landscape. This rejuvenation is not cosmetic, it’s strategic; it benefits both business and society,” he concluded.
