Protests in Indonesia: What They Mean for Brands and Communication Strategies

Situation at a Glance 

• Protests erupted nationwide after it was revealed that lawmakers had approved monthly allowances of up to IDR 50 million (USD 3,000) for themselves last year—nearly 10 times Jakarta’s minimum wage.
• The issue tapped into long-simmering frustrations: food insecurity, rice price manipulation, inequality, tax hikes, mass layoffs, and broader concerns about government accountability.
• Outrage intensified when a police vehicle fatally struck online motorbike taxi driver Affan Kurniawan, sparking escalations beyond Jakarta into Makassar, Bandung, Solo, Surabaya, Medan, and other cities. At least 7 casualties have been reported.
• Protesters’ demands have since coalesced around a broad anti-corruption and reform agenda, including the ratification of the Bill on the Confiscation of Corruptors’ Assets, a reduction in the salaries and allowances of Members of Parliament, police reform, the cancellation of planned tax hikes, and accountability from government officials.
• The unrest has expanded into arson, looting, and multiple casualties, with both mainstream and social media fueling nationwide solidarity campaigns (#Suarakan, #ResetIndonesia).

How the Government Is Responding to Public Pressure 

Initial Positioning 

• President Prabowo Subianto and senior leaders were quick to issue public apologies in an effort to diffuse tensions.
• However, the absence of concrete commitments in the early days fueled skepticism.

Symbolic Concessions 

• The government has imposed a moratorium on controversial parliamentary perks, including allowances and overseas work trips.
• Several political parties have placed involved lawmakers in a “non-active” status; however, critics note that non-activation falls short of a full suspension. Non-active lawmakers continue to receive salaries and allowances until the end of their term, further fueling public anger and skepticism.
• While meant as gestures of accountability, these concessions were widely perceived as short-term damage control, rather than meaningful structural reform.

Security Measures 

• Police and military presence intensified across Jakarta and other major cities. Crowd dispersal tactics — including tear gas, rubber bullets, and water cannons — along with the fatal armored vehicle incident amplified public anger rather than containing it.
• Reports of provocateurs and looting raised concerns about the heavy-handed security response and a perceived lack of coordinated civil dialogue.

Digital Regulation & Information Distribution 

• Authorities have summoned Meta and TikTok, accusing both platforms of enabling the spread of misinformation. 

• In response, both companies have voluntarily suspended their livestreaming features until further notice.  

Public Messaging & Policy Promises 

• Officials pledged transparent investigations into incidents of violence, though public trust in this process remains fragile.
• Prabowo announced the start of reforms on lawmakers’ remuneration systems, but without clear timelines or independent oversight, citizens doubt the sincerity of these measures.

How the Narrative Is Unfolding Across Media Channels 

Mainstream Media Coverage 

Coverage is continuous, multi-layered, and increasingly interpretive: 

Digital & Social Media 

• Social media platforms have become the primary arena for unfiltered narratives, with viral videos of police violence and dismissive remarks from lawmakers dominating public feeds. 

• Hashtags like #ResetIndonesia, #TuntutanRakyat17+8 distill complex issues into clear, resonant calls for justice, transparency, and reform. 

• Emotions online run high and are polarized—ranging from anger, grief, and fear, to pride and solidarity—driving civic mobilization and fostering mutual support campaigns across the nation. 

Brands are Under Scrutiny, Too 

Since the start of the unrest, brands that paused promotional or celebratory content and rescheduled events were generally viewed more favorably.

Companies prioritizing employee safety—such as allowing early departures, remote work, or site closures—received positive responses. Simple expressions of empathy, as with Gojek and Grab’s symbolic black posts, were acknowledged and appreciated.

Brands that provided clear, factual updates on operational status helped reduce confusion and demonstrated accountability.

Conversely, “business as usual” content or campaigns were criticized as out of touch or insensitive. Indonesian social media users expect businesses to be demonstrate care and flexibility—through refund options, rescheduling, transport support, or adjusted hours—especially in areas affected by protests.

Communicating with Care, Caution, and Clarity Amid Protests in Indonesia 

Pause Proactive Outreach

Temporarily hold off on launching new campaigns or media pushes, especially those with a celebratory tone or strong promotional messaging. The public environment remains highly sensitive—increased visibility may invite misinterpretation, backlash, or reputational risk.  

Closely Monitor Public and Media Sentiment

Track conversations and evolving narratives across social media, news, and community forums to understand emerging concerns and narratives.
Pay particular attention to: 

• Comments questioning the organization’s role, stance, or responsibilities. 

• Conversations around inequality, accountability, and civil rights. 

• Speculation or misinformation involving organizational activities in affected areas or attempts to provoke negative sentiment. 

• Direct or indirect pressure for businesses to “take a side” 

Lead With Empathy, Neutrality and Safety (For Internal Use) 

Prepare a holding statement for internal alignment or external use if needed. It should: 

• Acknowledge the evolving situation. 

• Emphasize the safety of employees, customers, and partners. 

• Reaffirm that the brand’s focus on community well-being. 

• Use calm, empathetic, and respectful, language—avoiding judgment or politicized framing. 

Sample phrasing:“We are closely monitoring the situation. Our priority is the safety and well-being of our employees, customers, and partners. We are making necessary adjustments to ensure everyone’s security and will provide operational updates as needed.” 

For employers, support for employees can include: 

• Encouraging remote work, flexible hours, or early closures in high-risk areas. 

• Providing transportation stipends or other support for staff impacted by protest-related disruptions. 

Equip Public‑Facing Teams with Clear Guidance

Ensure internal alignment across PR, customer service, and social media teams. Everyone should be clear on: 

• When and how to respond 

• What to escalate and through which channels 

• What topics to avoid 

Responses should focus on: 

• Operational updates 

• Reassurance around safety and care 

• Avoidance of political commentary or personal opinions 

Exercise Discernment with Political Content

Be thoughtful when engaging with political or protest-related content, including posts from politically aligned figures. Liking, reposting, or commenting may be interpreted as political involvement.

Moderate user comments carefully to prevent the spread of hostility, misinformation, or content that can misrepresent your organization.

Keep communications human-centered, factual, and operational.

Anticipate Government Scrutiny and Regulatory Sensitivities

In addition to public sentiment, brands should be mindful of government monitoring and regulatory oversight. Authorities may interpret corporate messaging or activities as politically aligned, even if unintended. This could expose businesses to compliance reviews, stricter regulations, or reputational risk with policymakers.

When reviewing communications:

• Ensure messaging complies with local laws and guidelines.
• Avoid statements that could be misread as political positioning.
• Consider engaging legal or government relations teams to assess potential sensitivities.

Our team at Vero will continue to monitor the situation and share updates or recommendations as appropriate. For a tailored briefing, do reach out to our Indonesia-based team.