Ipsos Pride Survey 2025: Thailand leads in key areas of LGBT+ acceptance
Thailand stands out in its progressive attitudes towards the LGBT+ community, demonstrating significantly higher support in several key areas compared to the global average and other APAC countries.
Read the Global Report
Key Findings:
- A substantial majority in Thailand, 67%, support LGBT+ individuals being open about their sexual orientation or gender identity with everyone
, far exceeding the global average of 47% . Similarly, 47% of Thais support LGBT+ people displaying affection in public (e.g., kissing or holding hands) , compared to the global average of 37% . - Thailand shows the highest support globally for transgender athletes competing based on their identified gender at 50%
, significantly above the global average of 22% , indicating a more inclusive environment for gender identity in sports and potentially in related marketing. - Progressive Stance on Gender Options in Official Documents: Thailand leads globally with 73% agreement that government-issued documents, such as passports, should include an option other than "male" and "female" for people who do not identify as either
. This is notably higher than the global average of 46% - Support for Gender Transition Healthcare Coverage: 63% of people in Thailand agree that health insurance systems should cover gender transition costs like any other medical procedure
, considerably higher than the global average of 40% , highlighting a strong public inclination towards equitable healthcare access for transgender individuals. - Solid Acceptance of Same-Sex Marriage: 80% of Thais support same-sex marriage/legal recognition. Support for same-sex marriage in Thailand remained steady year-over-year at 58%
. This follows the recent legalization of same-sex marriage in the country, showcasing policy alignment with public sentiment . Globally, support for same-sex marriage/legal recognition has softened to 69% in 2025, down from 74% in 2021.
Thailand vs. the Region
While global support for LGBT+ issues shows a softening trend, Thailand demonstrates greater acceptance and openness, particularly regarding gender identity and public visibility, compared to other APAC countries. For example, Thailand leads with 67% support for LGBT+ individuals being open about their identity, significantly surpassing Singapore (43%), Japan (26%), and South Korea (23%). Similarly, Thailand's 47% support for public displays of affection is considerably higher than many APAC counterparts. The country also shows leading support for transgender athletes (50%), gender options on official documents (73%), and health insurance coverage for gender transition (63%), highlighting its progressive stance in these key areas.
Implications for Businesses and Brands in Thailand:
While the global report notes a softening in support for brands actively promoting LGBT+ rights (down to 41% globally in 2025 from 49% in 2021)
For businesses and brands in Thailand, the data indicates a public that is generally more receptive to LGBT+ visibility and rights. This presents an opportunity for organizations to embrace diversity, equity, and inclusion (DEI) initiatives authentically, aligning with local sentiments and potentially strengthening brand reputation and employee engagement. Understanding these nuances is crucial for developing effective strategies that resonate with the Thai population.
