The Search for Silver Linings: How Thai Consumers Are Finding Ways to Live Better in Uncertainty

The world is changing faster than ever, and keeping up is becoming increasingly difficult. From technological disruption and economic uncertainty to changing social expectations, people are navigating a world that often feels beyond their control.

Yet, even amid uncertainty, the desire to live better remains strong.

According to the latest Ipsos Global Trends 2026: The Search for Silver Linings, 85% of Thais agree that the world today is changing too fast, an increase of 6 percentage points over the past two years.

So, how are Thai consumers responding to this changing world? And what does this mean for brands and businesses?

The Thailand Edition explores five key dimensions that reveal how consumers are redefining what it means to live better – shifting their attention towards the aspects of life they can influence, choose and control.

Five dimensions shaping the Thai consumer mindset

1. Present is Precious: When tomorrow feels uncertain, today becomes more valuable

With the future feeling increasingly uncertain, consumers are placing greater importance on making the most of the present.

Three in four Thais (75%) agree that the important thing is to enjoy life today, while tomorrow will take care of itself. This mindset is evident across generations, from Baby Boomers (79%) to Gen Z (80%).

The desire to slow down is also growing. More than eight in ten (83%) wish they could slow down the pace of their lives, up from 78% in 2025. At the same time, 87% would like to experience living in different parts of the world.

For brands, this creates opportunities to connect with consumers through meaningful experiences, greater flexibility and offerings that help people make the most of their time.

2. Self-Care Imperative: From surviving to living well

Health is becoming a more active priority, with consumers looking beyond simply avoiding illness towards maintaining long-term physical and mental wellbeing.

Almost all Thai consumers (96%) believe they need to do more to look after themselves physically. Meanwhile, 52% expect to live to be 100, and 73% believe mental and physical health are equally important.

Consumers also want greater ownership of their health decisions. Some 85% would like more control over decisions about their health, while 89% recognise the need to do more to look after their mental wellbeing.

With mental health and stress remaining the number one health concern among Thais, opportunities are emerging for brands to support consumers in making healthier choices and achieving better overall wellbeing.

3. Connected, Yet Seeking Control: From digital dependence to meaningful empowerment

Digital connectivity is now deeply embedded in everyday life across generations. Some 81% of Thais cannot imagine life without the internet, an increase of 7 percentage points over two years.

Artificial intelligence (AI) is also gaining acceptance. Nearly three in four Thais (74%) see more benefits than drawbacks in AI, compared with 55% globally. Furthermore, 80% of employed Thais say AI tools have saved them time at work over the past year.

However, enthusiasm for technology comes with expectations. While 77% feel excited about AI, 61% also feel nervous about it.

Consumers want technology to make their lives easier, but they also expect transparency and responsible use. Some 85% believe products and services should disclose when AI is being used, while only 47% trust companies using AI to protect their personal information. Just 35% consider AI chatbots trustworthy.

4. Values Over Image: From aspiration to personal relevance

Consumers continue to care about brand values, but brand image alone may be losing its influence.

The study finds that 71% of Thais tend to buy brands that reflect their personal values, while 61% are generally willing to spend extra for a brand with an image that appeals to them.

Both figures have declined over the past two years, by 8 and 9 percentage points respectively.

This suggests that brands need to go beyond building an appealing image. Having a clear purpose and values is important, but these must be reflected in the actual products, services and experiences delivered to consumers.

Ultimately, brands need to demonstrate relevance through actions, not just communication.

For businesses, the opportunity is not simply to adopt new technologies, but to make them genuinely useful, trustworthy and human-centred.

5. Trust Deficit: From collective uncertainty to credible progress

As uncertainty grows, confidence in institutions and the wider future remains a challenge.

More than eight in ten Thais (84%) worry that government and public services will do too little to help people in the years ahead.

For businesses, trust is increasingly linked to both familiarity and a demonstrated sense of responsibility. Some 81% are more likely to trust a new product if it comes from a brand they already know. Meanwhile, 87% agree that businesses have a duty to contribute to society, not just to make profits.

These findings highlight the importance of building trust consistently through product quality, responsible business practices and meaningful contributions to society.

From uncertainty to agency: Thai consumers are looking for more control

Although these five dimensions cover different aspects of life, they share a common underlying theme: the desire for greater control over what matters.

When people feel they have less influence over the wider world, they turn towards the parts of life they can shape themselves.

This shift is reflected in four key changes:

• From worrying about tomorrow to making today meaningful.
• From managing health problems to taking ownership of wellbeing.
• From being constantly connected to using technology purposefully.
• From buying into brand image to seeking personal relevance.

Interestingly, this focus on personal agency is accompanied by a more optimistic outlook towards the future of one's own family.

Looking ahead to the next 12 months, 72% of Thais are optimistic about the future of themselves and their families. This compares with 48% who are optimistic about Thailand's future and 41% about the future of the world.

Despite concerns about the broader environment, people continue to see opportunities to create a better future for themselves and those closest to them.

What does this mean for brands and businesses?

The findings suggest that Thai consumers are not necessarily looking for more. They are looking for more control over what matters.

For brands and businesses, understanding these changing expectations is essential to staying relevant. This means looking beyond traditional consumer needs and considering how products, services and experiences can help people navigate uncertainty and live better.

Three priorities stand out:

Build resilience: Support consumers as they adapt to an increasingly unpredictable environment.

Enable agency: Create opportunities for consumers to feel more empowered and in control of their choices.

Make progress visible: Demonstrate meaningful progress through tangible benefits and everyday improvements that consumers can recognise.

Ultimately, the search for silver linings is not about ignoring uncertainty. It is about understanding how people respond to it, what they value most and where they see opportunities to make life better.

By understanding these shifts, brands can build stronger connections with consumers and create meaningful value in a changing world.