JAKARTA – In this fast-paced era, Generation Z or Gen Z became the new face of the world of work. They are known as the generation of digital natives, namely growing up amidst the swift flow of information and unlimited connectivity.
For the company Social Bella, the presence of Gen Z is not just a demographic trend, but a force that drives changes in work culture and a way of innovating.
“The majority of our employees at the office are between 23 and 28 years old,” said Erline Sutjiono, SVP Human Resource & General Affair Social Bella, when met at the Social Bella office, Kembangan, West Jakarta on Thursday, October 23, 2025.
They are a generation that was formed in an era where all kinds of information were fast, access was fast. So their ability to absorb information and adapt is also high,” he added.
This can be seen in Social Bella, a tech company that has been operating for almost a decade. Under the big umbrella of Social Bella, there are various business lines such as Sociolla (e-commerce and omnichannel retail), Beauty Journal (digital media), to Lilla ( mom & baby products).
This dynamic business environment requires employees to be agile, creative, and think quickly. This is a characteristic that is very closely related to Gen Z.
However, Erline stressed that the Gen Z label is not the main determinant of how a person works.
We don’t see them as Gen Z or not. We see each individual as a unique person. But when it comes to the majority, indeed Gen Z is faster in capturing information and adapting to technology,” he continued.
For Social Bella, the uniqueness of each individual is the foundation of work culture. There is no stereotype that Gen Z is more ‘wrinkle’ or ‘likes to change jobs’.
“There are also people who are not even Gen Z who move from work,” said Erline.
“So it’s not the generation that makes them often change to work, but the personal choices and opportunities that exist,” he continued.
Meanwhile, Ghea Yantra, SVP Marketing Operations Social Bella highlighted the importance of harmonious relations in the modern world of work.
“We have a close relationship between the leaders and the team. So it’s not just a survey or poll, but real two-way communication,” said Ghea.
According to Ghea, from the liquid communication, creative ideas emerged.
“We know our business is growing fast, so everyone can give us ideas. We welcome all ideas, because we know insight can come from anywhere, including from Gen Z’s children,” he continued.
Social Bella believes that the work team with the majority of Gen Z can understand its main consumers. What’s more, most of the consumers also come from this generation
“Having a major audience as part of the company provides so many benefits,” said Ghea.
“Because they don’t only work for Social Bella, but also consumers. So their ideas are always relevant and fresh,” he continued.
Although many companies are now implementing a hybrid or remote system, Social Bella still chooses a work from office (WFO) approach.
“We believe that when we meet offline, the human interaction is really real. We can build a more solid and clear teamwork in making decisions,” Erline explained.
With a collaborative culture like this, physical presence in the office is not just a routine, but a forum to strengthen culture and inter-individual relations.
“Our crop culture can really be felt when working in the office.” he added.
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