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In a recent survey capturing economic sentiment across the Asia-Pacific region, Thailand emerges as the focal point of economic pessimism and financial distress. According to the APAC Consumer Navigator survey conducted by Dentsu in collaboration with Toluna, 71% of Thai respondents believe the economy is struggling, the highest among the surveyed nations.

 

Anticipating a challenging future, a striking 56% of Thai participants expect economic conditions to decline further over the next 6 to 12 months. This outlook is the most pessimistic compared to other regions surveyed, reflecting a broad sentiment of uncertainty within the country.

 

The survey, carried out in May 2025, included 700 respondents each from Australia, China, Indonesia, and Thailand, all aged 18 and above. It highlights a growing economic gloom across the region, particularly in Thailand, Australia, and Indonesia, while China shows a slight easing of optimism.

 

Interestingly, Gen Z across the Asia-Pacific is experiencing the highest level of financial strain and negative economic outlook. Yet, paradoxically, they also hold the greatest hope for future financial improvement.

 

In Thailand, more than any other nation surveyed, people feel the economy is already in recession, with 55% of Thais affirming this view, outstripping Australia (36%), Indonesia (34%), and China (13%).

 

Financial strain is evident, as only 40% of Thai respondents reported being able to afford all their monthly expenses in the past 30 days. This marks the lowest percentage among the countries surveyed, with China at 75% and both Australia and Indonesia at 51%.

 

Gen Z in Thailand, in particular, reports mounting difficulty in managing finances. A concerning 60% of Thai consumers admitted to financial struggles, with 49% affording only some expenses and 11% struggling significantly. This financial discomfort has led to increased seeking of bargains for necessities like groceries and household items, as well as budgeting for dining out.

 

Despite these challenges, Millennials in Thailand maintain a relatively optimistic outlook on the country's economic trajectory, mirroring a broader trend seen in the United States.

 

Overall, 59% of Thai consumers assess their personal finances as "not in very good shape" or "terrible", the highest level of personal insecurity among the nations surveyed. Moreover, 15% of Thais expect their financial situation to deteriorate over the next month, exceeding the figures in Australia (7%), Indonesia (4%), and China (3%).

 

Thais continue to prioritise health and wellness spending despite economic woes, with expenditure on exercise and wellness remaining steady. This underscores the importance of health amidst financial instability.

 

The survey advises marketers to focus on delivering value and savings without sacrificing quality to maintain brand loyalty. Engaging storytelling, transparent pricing, and empathetic messaging are suggested as strategies to resonate with financially anxious consumers, offering tiered offerings, loyalty perks, and strategic discounts.

 

In summary, the survey paints a picture of a nation grappling with economic hardships and uncertainty, yet also clinging to pockets of optimism, particularly among the younger generation. As Thailand navigates these turbulent economic times, strategic marketing and consumer support initiatives will play a crucial role in shaping its future financial landscape.

 

  Adapted by ASEAN Now from Bangkok Post 2025-09-10

 

 

I think everyone in the civilised world can expect less in the future.

Crack open the piggy bank of reserves and gold and spread it around. Depreciate the baht. Don't keep running the economy for the benefit of a the elite.

4 hours ago, snoop1130 said:

Interestingly, Gen Z across the Asia-Pacific is experiencing the highest level of financial strain and negative economic outlook. Yet, paradoxically, they also hold the greatest hope for future financial improvement.

Not a paradox . They are in line to inherit the wealth of their boomer parents.

 

10 hours ago, FlorC said:

Not a paradox . They are in line to inherit the wealth of their boomer parents.

 

 

Do you believe that greedy governments will permit that to happen? I'm not optimistic.  

12 hours ago, John Drake said:

Crack open the piggy bank of reserves and gold and spread it around. Depreciate the baht. Don't keep running the economy for the benefit of a the elite.

My guess is that the Baht is being manipulated by those Thais with wealth, who are in the process of moving money overseas to safer countries.  Often they have already sent their children overseas to study at universities; sending money so the kids can buy investment properties, and stay overseas where it is "safer".

 

Just look back at the early to mid 1990 - billions of dollars exited China, Hong Kong and Macau, and went to buying "safe haven" properties in the West; after 1997/1999 many who left Hong Kong and Macau have never returned to live.

 

Next door, Hun Sen and his family and cronies have large investment properties overseas (as well as bank account I imagine) and hold multiple foreign passports and citizenship.

 

Thais are going the same.

 

So, at times, we see the Baht move suddenly for a short time, so a few billion Baht can move OS.

1 hour ago, flaming dragon said:

 

Do you believe that greedy governments will permit that to happen? I'm not optimistic.  

Government take their share .

Some euro countries steal a lot , the death tax.

Not sure how much various Asian countries take/steal.

Not much here in Thailand.