Generation Z in Focus as Prudential Syariah Wins 2026 Youth Choice Award
PT Prudential Sharia Life Assurance (Prudential Syariah) announced its achievement as the winner of the Ramadan Edition Youth Choice Award 2026 in the Sharia Insurance category. The award from Marketeers is given to Sharia brands considered strategic in attracting Generation Z through an emotional approach, relevance, and the level of trust young people place in the brand.
Generation Z in Indonesia has growing potential, especially given Indonesia’s demographic structure dominated by the young. Based on data from Badan Pusat Statistik (BPS) 2025, Generation Z in Indonesia numbers around 74.9 million people, or 27.9 percent of the total population, while Millennials number around 95 million or 33.4 percent. This means more than 60 percent of Indonesia’s population come from these two generations who will play major roles in driving economic growth while shaping the future of the Islamic financial sector in Indonesia.
Vivin Arbianti Gautama, Chief Customer Marketing Officer of Prudential Syariah, said the award was achieved thanks to Prudential Syariah’s ongoing commitment to delivering services and education that are relevant to the younger generation. Generation Z is a promising segment for the future, so Prudential is strengthening its approach through financial literacy on social media with more engaging content, and expanding awareness programs through collaborations with various universities and communities that have a meaningful impact on thousands of young people.
“These efforts align with our long-term commitment to promoting Islamic financial literacy while enhancing financial awareness and the importance of personal protection from an early age among the younger generation,” she said in a statement on Friday (6 February 2026).
In line with this commitment, Prudential Syariah continues to strengthen strategies that align with Generation Z’s lifestyle, from boosting financial literacy, leveraging digital channels, to developing services that are more accessible. These include PRUSehat Syariah, health protection that is more affordable with contributions starting from Rp 230,000 per month (for certain conditions), covering inpatient care, outpatient care for certain diseases such as typhoid and dengue fever, and protection for serious illnesses such as cancer.