What Worries Thailand? September 2026
Thailand's consumer sentiment in September 2026 reflects a more cautious outlook, with crime and violence emerging as an increasingly prominent concern alongside longstanding economic and governance issues.
According to the latest Ipsos What Worries the World? and consumer sentiment findings, financial and political corruption remains Thailand's number one concern, continuing a pattern seen over recent months. However, crime and violence has now risen to second place for the first time, overtaking poverty and social inequality.
At the same time, concern about unemployment continues to increase, while inflation remains among the country's top five worries. Consumers' perceptions of the economy remain broadly negative, although confidence in everyday household spending remains relatively resilient.
Key figures
52%
Financial and political corruption remains Thailand's #1 concern
+16pp YoY
Crime and violence rises to #2
34%
Poverty and social inequality remains a major concern
30%
Unemployment, up 11 points year-on-year
52%
Believe Thailand is heading in the wrong direction
41%
Describe the current economy as bad
Crime and violence rises to Thailand's second biggest concern
The most notable change in September is the continued rise in concern about crime and violence.
34% of Thais now identify crime and violence as one of the country's three biggest concerns. This is +1 percentage point from August and +16 percentage points from September 2025.
Crime and violence has now moved into second place, level with poverty and social inequality at 34%, but ranking ahead of it in the September results. The increase follows a period in which public safety has received heightened attention in Thailand, with a series of violent incidents reported in recent months.
For businesses, growing concern about safety can extend beyond traditional security categories. Trust, reliability, reassurance and a sense of safety can increasingly influence how consumers evaluate brands, products and experiences.
Financial and political corruption remains the #1 worry
Despite the sharp rise in concern about crime and violence, financial and political corruption remains Thailand's leading concern.
52% of Thais identify corruption as one of the country's biggest worries, up 1 percentage point from August and 1 point from a year ago.
Corruption has remained Thailand's top concern for consecutive months. Across Ipsos' Asia-Pacific analysis, financial and political corruption was also the leading concern in Thailand, Malaysia and Indonesia in August.
Poverty and social inequality remains a major concern
Poverty and social inequality remains one of Thailand's most important concerns, cited by 34% of consumers.
The issue continues to reflect underlying questions around affordability, economic opportunity and financial security. It also sits alongside increasing concern about unemployment, suggesting that economic opportunity remains an important part of the consumer mindset.
Unemployment concern continues to rise
Concern about unemployment has also increased. 30% of Thais identify unemployment as one of the country's biggest worries, up 4 points from August and 11 points from a year ago.
This comes against a challenging household economic backdrop. Recent data from the University of the Thai Chamber of Commerce found that average Thai household debt had risen to almost THB795,000 in 2026, the highest level recorded in its 17-year survey history. The survey also pointed to insufficient income, higher living costs and household financial commitments as key pressures.
SCB EIC has similarly highlighted a more uneven economic recovery, noting that while investment and exports are supporting growth, many households and SMEs continue to face weaker income, high debt burdens and limited access to credit.
Inflation remains in the Top 5
Inflation remains among Thailand's five biggest worries, although concern has eased slightly.
While inflation has become less prominent relative to other concerns, affordability remains relevant to household decision-making—particularly as consumers continue to manage debt and living costs.
The government's recent extension of a consumer subsidy programme, worth 43 billion baht, also reflects the continued policy focus on supporting household purchasing power and addressing living costs. The extension was approved by Thailand's cabinet on 22 September.
More Thais feel the country is heading in the wrong direction while economic sentiment remains challenging
The September findings also show a more cautious view of Thailand's overall direction. 48% of Thais believe the country is heading in the right direction, unchanged from August. Meanwhile, 52% believe the country is heading in the wrong direction, also unchanged from the previous month.
Perceptions of the current economy remain predominantly negative with 61% describing the economy as bad. While the year-on-year movement points to some improvement, the majority still view the current economic situation negatively.
Spending confidence remains relatively resilient
Despite concerns about the economy and personal finances, consumers continue to show resilience when it comes to spending. Compared with six months ago:
- 64% feel more comfortable making everyday household purchases, up 1 point from August.
- 50% feel more comfortable making major purchases, such as a home or car, unchanged from August.
- 46% expect their personal financial situation to become stronger over the next six months, unchanged from August.
- 19% expect their financial situation to become weaker, up 3 points from August.
Everyday household purchases remain relatively resilient, while expectations around personal finances are more cautious. This suggests consumers may continue to spend on essential and routine needs while remaining more considered about larger financial commitments.
