Top 5 worries for Thais in the first half of 2025

The "What Worries Thailand H1 2025" study outlines the five primary concerns for the Thai population during the first half of 2025, indicating widespread economic uncertainty, reduced confidence in big-ticket items and household purchases, and a consistent "Cakeism" economic perspective, where citizens oppose tax increases while simultaneously advocating for increased public service expenditure.

The study shed light on key issues impacting consumer confidence, including financial concerns, job security, spending habits, and preferred media channels for news consumption. Ipsos also provided recommendations for brands to adapt their strategies in response to these pervasive consumer anxieties influencing the current market and business landscape. The latest findings offer insights into both global and domestic anxieties. Globally, inflation remains the top concern for citizens worldwide. In Thailand, however, societal issues have consistently ranked among the highest concerns. For H1 2025, the top worries for Thais are: 

• Financial / Political corruption: 45%
• Poverty & Social inequality: 37%
• Unemployment: 31%
• Inflation: 24%
• Crime & Violence: 22%

Economic Outlook: Growing Concerns and "Cakeism"

Economically, the survey illustrates "Cakeism" among Thais. A significant 45% of Thais disagree with increasing taxes to support higher government spending. Conversely, a strong 70% of respondents support increased spending on public services.

Thai consumers' economic outlook is marked by a notable increase in concern and hesitancy regarding major purchases, including homes, cars, and even other household goods. The survey reveals that 65% of Thais describe the current economic situation in the country as bad, a 10% increase from last year. This economic downturn is impacting all income groups, particularly lower-income households.

This declining confidence has made Thais more hesitant to spend, especially on big-ticket items. 53% of Thais feel less comfortable buying large items like homes or cars, a 6% increase from the previous year. Furthermore, this apprehension extends to general household purchases, with 46% of Thais feeling less comfortable making other household purchases, a 10% increase from last year.

Anticipated Cost of Living Increases & Job Security Fears

Looking ahead to the next six months, Thais anticipate significant increases in various household expenses:

• Utilities: 69% (+10 pp)
• Motoring fuel costs: 66% (+7 pp)
• Food shopping: 66% (+5 pp)
• Other household shopping: 62% (+1 pp)
• Going out socializing: 44% (+3 pp)
• Mortgage/rent: 38% (+2 pp)
• Subscription fees: 34% (+3 pp)

Job security remains a major concern, with almost 6 in 10 Thais (59%) knowing someone who has recently lost their job in the past six months. Nearly one-third of Thais (28%) are concerned about losing their own jobs in the next six months.

Confidence in job security has sharply declined, with nearly half (48%) feeling less secure about their own, their family's, and friends' job stability, a 12% increase from last year. Moreover, 54% of Thais are less confident in their ability to invest for the future, whether for retirement or their children's education, an increase of 15% from the previous year.

Thais also identified the major causes of rising living costs:

• The interest rates: 81% (+4pp)
• Government policies: 81% (+4pp)
• State of the global economy: 81% (+5pp)
• Workers demanding pay increases: 79% (+4pp)
• Businesses making excessive profits: 77% (+3pp)

News Consumption Habits and Social Tensions

When asked about their primary news sources, the survey found:

• Social media: 86%
• TV news: 57%
• News websites: 52%
• Friends/family: 36%
• Podcasts: 18%
• Newspapers: 17%
• Radio: 11%

Social media continues to be the dominant news source for most Thais, significantly outpacing other channels and highlighting the crucial role of digital platforms in their daily lives. 

Gender Equality, Social Inequality, and Hope for the Future

The business sector shows an interesting trend: Thais support businesses that prioritize gender equality, with 44% believing that corporate policies promoting gender equality have a positive societal impact. Consistent with this, 71% of Thais believe achieving equality is important, with only minor differences between men (69%) and women (73%).

However, Thai society faces social tensions, particularly regarding inequality. This includes conflicts between the rich and the poor (84%), old and young (76%), and those with more socially liberal, progressive ideas and those with more traditional values (73%). 

Despite these concerns, a glimmer of hope remains, with 37% of Thais expecting their personal financial situation to improve in the next six months. However, this figure represents a significant 17% decrease from last year, with varying declines across income groups: high-income households (41%, -9%), middle-income households (37%, -13%), and low-income households (24%, -31%).

A Nation at a Crossroads: Call for Strong Leadership

The survey also probed public opinion on the country's direction, revealing that 56% of respondents believe Thailand is heading in the wrong direction, a 13% increase from last year.

Furthermore, the findings highlight a sense of societal and national fragility: 66% of Thais think “society is broken," and 60% view the country as being in decline. This is reflected in Ipsos' "Society is Broken Index," where Thailand scores 77%, the highest among 31 surveyed countries, compared to a global average of 61%.

The survey also indicates a strong public demand for exceptional leaders with the authority to genuinely address social and economic issues. 79% of Thais express a need for a leader willing to break the rules to fix the country's problems. Moreover, 77% advocate for a strong leader to reclaim the country from the rich and powerful. 

Ipsos' Recommendations for Brands: Navigating Consumer Concerns

Amidst the current economic and social crises, Ipsos offers key recommendations for brands and businesses to address the impact of consumer concerns on spending behavior, focusing on two main points:

• Giving Back to Society; Don’t Just Make Profit: When customers see a company supporting a cause they care about, it can evoke positive emotions and strengthen their relationship with the brand, leading to increased loyalty and advocacy.
• Build Trust & Loyalty Through Good Governance: It fosters a positive customer experience by promoting fairness, efficient processes, and clear communication, ultimately driving customer loyalty.
  Pimtai concluded by emphasizing the importance of these insights for strategic planning in the current climate.

About the Study: 

The Ipsos What Worries Thailand H1 2025 is a curation of multiple Ipsos studies including: 

• What Worries the World June 2025 – Representative sample of 24,737 adults aged 16-74 in 30 participating countries, 500 Thai adults aged 20-74, April 25th 2025 - May 9th 2025
• Ipsos Populism Report 2025 – Representative sample of 23,228 adults aged 16-74 in 31 participating countries, 500 individuals aged 20-74 in Thailand from February 21st 2025 – March 7th 2025
• International Women’s Day 2025 – Representative sample of 23,765 online adults aged 16-74 in 30 participating countries, 500 individuals aged 20-74 in Thailand from 20 December 2024-3 January 2025
• Ipsos Cost of Living Monitor 2024 – Representative sample of 22,720 online adults under age 75 across 32 countries, 500 individuals aged 20-74 in Thailand, interviewed October 25  – November 8, 2024