Decoding Populism in Thailand
The rise of populism continues to reshape political and social landscapes globally. The latest Ipsos Populism Report 2025, a comprehensive 31-country survey, sheds light on these dynamics, offering crucial insights for businesses, brands, and organizations operating in Thailand and across the Asia-Pacific (APAC) region.
While the global average reveals a pervasive sense of decline and a belief that society is broken, Thailand exhibits unique trends that highlight both alignment with and divergence from international sentiment. This analysis focuses on key findings for Thailand, comparing them to global and APAC averages to provide a clearer picture for strategic decision-making.
For a deeper dive into the global findings, you can refer to the full global report: Download the Full Global Report
A Society in Question: Perceptions of Brokenness and Decline
The Ipsos Populism Report 2025 reveals a widespread global sentiment that society is broken, with 56% of citizens across 31 countries agreeing with this statement. Thailand mirrors this sentiment, with 66% of its population feeling that their society is broken, indicating a higher degree of societal skepticism compared to the global average.
Similarly, the perception of a country being in decline is prevalent worldwide, with a 31-country average of 57% agreeing with this view. In Thailand, 60% of respondents believe their country is in decline, slightly above the global average.
Within the APAC region, perceptions vary:
"Society is Broken": Malaysia (41%) and Singapore (29%) show lower agreement compared to Thailand, while Indonesia (52%) , Japan (53%) , South Korea (52%) , India (54%) , Australia (47%) , and New Zealand (58%) fall closer to the global average.
"Country is in Decline": Malaysia (40%) and Singapore (29%) have lower percentages, while Indonesia (63%) , Japan (70%) , South Korea (57%) , India (53%) , Australia (47%) , and New Zealand (60%) present a mixed picture.
The "System is Broken" Index: A Call for Change
The "Ipsos System is Broken Index", which gauges the average agreement to statements about the economy being rigged, politicians not caring, and the need for strong leaders, highlights a significant trend. Thailand scores 77% on this index , substantially higher than the 31-country average of 61%. This suggests a strong yearning for fundamental change and a belief that the current system is not serving the public effectively.
Among other APAC nations, the index reveals:
South Korea: 71%
Indonesia: 69%
Japan: 62%
Malaysia: 61%
Australia: 61%
India: 59%
New Zealand: 58%
Singapore: 49%
These figures demonstrate that while the sentiment is present across the region, Thailand's results are notably elevated, indicating a particularly strong public demand for systemic reform.
The Appeal of Strong Leadership
A striking finding in the report is the global desire for "a strong leader willing to break the rules" to fix their country, with 47% of the 31-country average agreeing with this statement. Thailand significantly surpasses this average, with 79% of respondents expressing this sentiment. This highlights a deep-seated desire for decisive and perhaps unconventional leadership in Thailand.
Furthermore, 77% of Thais believe their "country needs a strong leader to take the country back from the rich and powerful" , compared to a 64% global average. This view is also strong in other APAC emerging economies such as Indonesia (76%) and South Korea (77%) , and India (81%) , Malaysia (76%), suggesting a common concern about economic power disparities.
Public Spending and Civic Engagement
Regarding public spending, only 29% of Thais agree that the government should increase taxes to pay for additional public spending , compared to the 31-country average of 17%. This suggests a nuanced perspective on fiscal policy, where the desire for more public services might not translate into a willingness for higher taxation. In comparison to other APAC countries, India (44%) shows a higher willingness, while Japan (8%) is significantly lower.
Despite these sentiments, civic engagement remains a strong value in Thailand. An overwhelming 87% of Thais consider voting important for being truly Thai , aligning closely with the 31-country average of 86%. This indicates that traditional democratic participation remains a significant aspect of national identity.
Implications for Businesses and Brands in Thailand
The findings from the Ipsos Populism Report 2025 offer several key takeaways for businesses and brands operating in Thailand:
- Understand the Public Mood: The high levels of perceived societal brokenness and desire for strong leadership indicate a public that is anxious and seeking impactful change. Brands should be mindful of this underlying sentiment and consider how their messaging and actions can resonate with a population looking for stability, fairness, and progress.
- Address Economic Discontent: The strong belief that the economy is rigged and the desire for leaders to address wealth disparities are crucial. Businesses should consider their role in contributing to a more equitable society, whether through fair labor practices, community investment, or transparent operations.
- Navigate the Call for Strong Leadership: While the public desires strong leaders, it's essential for businesses to understand the nuances of this sentiment. It can imply a yearning for decisive action and accountability, which brands can reflect through clear leadership, swift responses to challenges, and a commitment to their values.
- Embrace Transparency and Authenticity: In an environment where there is a strong belief that traditional elites are out of touch, transparency and authenticity are paramount for brands. Building genuine connections with consumers and demonstrating a real understanding of their lives can foster trust and loyalty.
- Strategic Communication: Messaging should acknowledge public concerns and offer solutions or a sense of purpose. Given the high importance placed on voting, communications that subtly align with themes of civic responsibility and national well-being could also be effective.
By understanding the prevailing populist sentiments and their unique expressions in Thailand, businesses and brands can better navigate the market, connect with their target audiences, and build resilient strategies for the future.
