There are growing wave of public discontent aimed at public services and institutions. This dissatisfaction is increasingly voiced on digital platforms, where citizens express their disappointment and frustration. This online discourse includes a variety of viral slogans, hashtags, and sharply critical posts, often accompanied by emotional personal stories.

These expressions of discontent have become a regular feature of online communication, highlighting the perceived shortcomings of public services and institutions.

However, despite this constant stream of complaints and the apparent depth of public dissatisfaction, research by survey institute suggests that overall public trust in state institutions remains surprisingly high.

Many people find that hard to believe. Some assumed the research to be biased or even manipulated to serve certain interests. Communication for Change wanted to find out for ourselves, so we spoke directly with the survey institute behind the data. After reviewing their methodology, we confirmed that the research was not paid for by outside parties and did not follow a biased process.

This raised an important question: why do people continue to trust institutions while clearly expressing dissatisfaction with them? That’s the gap we set out to explore.

The 2017-2022 World Values Survey offers some insight into why. According to the data, Indonesian society remains largely traditional. Many people still place a high value on order, stability, and respect for authority, while giving less importance to personal expression or individual freedom. These values influence how people think about institutions and change. For example, instead of pushing for radical reforms, they may prefer solutions that feel familiar and safe.

In this context, being “conservative” doesn’t necessarily mean following a political ideology. It refers more to a mindset that prioritizes social harmony, respect for tradition, and gradual rather than sudden change. A conservative person often believes that established systems and rules exist for a reason, and that change should be careful and controlled. This approach tends to be cautious, especially when it comes to questioning authority or breaking norms.

For those working to promote change, this information is crucial. It confirms something many of them have already sensed: that Indonesia’s majority lean conservative in how they see the world and what they expect from leadership. This doesn't mean that change is impossible, but it does mean that messages for change need to speak to these values, not fight against them. Rather than framing reforms as a break from the past, it may be more effective to present them as a way to return to core ideals like fairness, integrity, and public duty.

Conservatism doesn't equate to opposition to change. Conservative individuals can be motivated to act; the key is using language that resonates with their values and fosters trust. This language often differs significantly from the language used in activist circles, which tends to emphasize rights, justice, and self-expression. To effectively engage conservative communities, we must adapt our messaging to align with their values and priorities.

To do that, we first have to understand what matters to them. Conservative audiences tend to respect authority, see religion as a core part of life, and feel strong emotional ties to their group; whether that’s defined by nation, ethnicity, or local community. These values shape how they respond to public messages. If we ignore them or speak in a tone that feels foreign, the message will likely be dismissed, no matter how important the issue is.

This is why moral narratives work better than abstract arguments. Messages that emphasize responsibility, loyalty, or protecting the people we care about often resonate more than those that focus only on criticism or structural reform. Themes like patriotism, love for the country, and commitment to family tend to land well with conservative audiences. These are not just talking points—they are emotional anchors that give meaning to people’s lives.

So instead of saying, “This institution is broken and must be dismantled,” a more effective message might be, “We want to restore the values that once made this institution something we could be proud of.” Instead of calling for disruption, we can talk about repair, renewal, and safeguarding the future for the next generation. The goal is still progress and change, but the path to get there starts with empathy and cultural fluency.

Based on these findings, it’s clear that campaign messages need to be more than just factually correct. They need to be culturally aligned. For audiences with conservative values, messages should be written in a tone that reflects their worldview. That means using language that feels familiar, respectful, and rooted in shared values rather than abstract ideals or sharp criticism.

Empathy is also essential. While people may blame individuals, we can guide them to see broader patterns without sounding like we’re attacking. It helps to speak to their sense of duty, not just their sense of outrage. We’re not just pointing fingers; we’re inviting them to be part of something better.

Messages should also avoid sounding confrontational or overly dramatic. Calls for sudden, sweeping changes can easily feel intimidating. Instead, we can frame change as something steady and achievable. Incremental progress might not sound exciting, but it feels safer and more realistic to many people, especially those who value stability.

Lastly, change doesn’t always have to come from direct opposition. Sometimes, the most effective strategy is to work with others who can play different roles. While one group might take a louder, more critical approach, another can build bridges and open doors. This “good cop, bad cop” dynamic can help campaigns reach wider audiences without losing momentum or message clarity.

By understanding the values of the people we want to reach and by speaking to them with respect and care, we make change more possible, not less. The goal isn’t to compromise the vision, but to expand the path forward so that more people feel like they belong on it.

C4C bridges research and communication to craft compelling messages and narratives that drive change.

We translate data and insights into strategic storytelling, helping organizations in the social sector engage audiences, inspire action, and create meaningful change. Whether you are a nonprofit looking to refine your storytelling or seeking research-backed strategies to enhance your influence, C4C has the expertise to bring your vision to life.

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