After the PSBB was relaxed, the government began to be confident in making the transition from self-isolation to the new normal adaptations. Economic activities and other activities outside the home are allowed on a single note; all must meet health protocols. Therefore, the new normal will inevitably create changes in the behaviour of Indonesian society.
Through an online survey of one thousand one hundred and thirty-one respondents and an independent digital study on the KG Media Google Analytics platform, we found that there is boredom and a desire for people to return to their normal activities. From this desire, the community then creates various behaviour changes to accommodate the new normal. From this research, we also map some strategic steps that can be taken for organisations or brands to face the new normal era in Indonesia.
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