Thailand: What lies beneath the (land of) smiles?

Thailand, known for its warm hospitality and friendly people, is harboring a silent longing for a fairer society. Beneath the smiles lies a deep-seated discontent fueled by concerns over financial or political corruption, and poverty & social inequality. According to Ipsos’ What Worries the World survey, these issues have become the top concerns among Thais over the past year.

What does a fair society look like to the people of Thailand? According to the Ipsos Equalities Index, the answer is clear. A significant 34% of Thais believe that a fair society is one where everyone enjoys the same quality of life, as opposed to merely having equal opportunities. This sentiment reflects a desire for tangible, equitable outcomes, rather than abstract chances for success.

The urgency of addressing inequality is underscored by the fact that 43% of Thais consider it a crucial issue, the second biggest worry in the country and ahead of inflation and unemployment. Furthermore, 57% believe that the efforts to promote equality in Thailand should go even further. Thais overwhelmingly place their trust in the government to lead the charge in rectifying these inequalities; 65% say it’s up to government to show leadership.

Interestingly, Thais view business leaders as more competent and trustworthy than the government, as indicated by the Ipsos Global Trustworthiness Monitor. While only 35% find the government trustworthy, 44% trust business leaders to tell the truth. This shift in trust might explain why 48% of Thais agree that it is the government's responsibility, rather than that of businesses, to address societal problems. Additionally, 57% believe that business leaders are becoming a driving force for progressive change globally, surpassing politicians in this regard.

Sustainability and social themes are closely linked in the Thai consciousness, with ending poverty and reducing inequality topping the list of topics most strongly associated with the term “sustainability”. This alignment reflects a collective desire for a more sustainable and just future.

The economic disparity and the growing gap in standard of living has also taken a toll on overall mental wellbeing of Thais as many feels there has been a moral decline in society. Half of Thais say that over the last 12 months they have felt stressed to the point where they could not go to work for a period of time.

In essence, Thailand is at a crossroads. The issues of corruption, poverty, and inequality are clear and pressing. However, the path to a more equitable future is a matter of great debate. While many Thais look to the government for solutions, there is a growing sense that business leaders can also play a pivotal role in driving positive change. Ultimately, what's evident is the moral imperative driving Thailand's vision for a fairer society. It's a call to action that seeks not only equal opportunities but also equitable outcomes for all, and it's a vision that demands attention and concerted efforts from all sectors of society. Thailand's journey toward a more just and equitable future has begun, and it is a path that holds promise for a brighter tomorrow.

Usana Chantarklum
Country Manager, Ipsos in Thailand