Bidik Milenial - Gen Z, Kemenkop Changes Communication and Digitalization Strategy for Cooperatives

JAKARTA - The Ministry of Cooperatives has changed its communication strategy to reach more Millennials and Gen Z groups. This change is accompanied by an acceleration of cooperative digitization to encourage the birth of productive and competitive young economic actors.

This was conveyed by Minister of Cooperatives Ferry Juliantono when receiving a visit from the Indonesian Cyber Media Network (JMSI) at the Ministry of Cooperatives Office, South Jakarta, Wednesday (21/1/2026).

"In 2026 we changed our communication strategy because we wanted to target Millennials and Gen Z," said Ferry. He emphasized that cooperatives must be relevant and become the choice of the younger generation.

Ferry said the Red and White Cooperative, Prabowo Subianto's main government program, was designed to increase national productivity while absorbing labor. "Cooperatives must be profit-oriented business entities that benefit members and society," he said.

In addition to communication, the Ministry of Cooperatives and Small and Medium Enterprises has improved the digitization of cooperative data. Until now, data is still static and limited. "We want cooperative data to be more complete, including village cooperative activities," said Ferry.

To strengthen capacity, the Ministry of Home Affairs carried out institutional validation, added about 800 employees, and increased the status of the ministry to Group II. The government also finalized the draft National Cooperatives System Bill to replace Law 25/1992.

On the human resources side, the Ministry of Cooperatives, Small and Medium Enterprises has prepared a BLU for education with Ikopin University and has partnered with the Ministry of Industry and Technology. "There will be basic cooperative and Pancasila economics courses, as well as KKN to support the Red and White Village/Village Cooperative," said Ferry.

He also explained the progress of the physical development of the cooperative. "There are 47 thousand land points ready to build. A total of 27 thousand outlets are being built. March-April, 25-30 thousand are targeted to be ready for operation," he said. By the end of 2026, the government targets 80 thousand outlets, warehouses, and equipment to be completed.

JMSI Chairman Teguh Santosa expressed support. "We are ready to help the government's great work to realize the Red and White Cooperative," he said.