Women Targeted by Online Loan Industry Due to Perceived Higher Consumption Habits
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Women Targeted by Online Loan Industry Due to Perceived Higher Consumption Habits
Indonesian women have increasingly become the prime targets of online lending platforms, driven by what is perceived as their higher consumption tendencies compared to men. According to Rakhmat Hidayat, a sociologist at the State University of Jakarta (UNJ), this pattern reflects a broader global trend in which women are positioned as the most lucrative consumer market segment. “Globally, women are the most attractive target for consumer industries. That’s why many global brands focus their marketing on women rather than men,” Rakhmat explained in an interview on Tuesday, April 29, 2025. He noted that women's consumption needs are diverse — ranging from personal care and beauty to household necessities — making them more vulnerable to targeted financial products like digital loans. When incomes fall short, many women resort to digital lending services as a shortcut to meet these demands. However, Rakhmat warned that this behavior often intersects with low levels of financial literac…
