McCann Worldgroup Launches 'The Truth About Thai Youth' Study for National Youth Day

McCann Worldgroup today launched its latest Truth Central Study, the Truth about Thai Youth, at an exclusive event held at TK Park in Central World. Over 60 clients, partners and media joined the network to hear from guest speakers including NocNoc, TikTok and content creator, @pellezy. 

The event, which is an in-depth exploration into the zeitgeist of the Thai Gen Z, was designed and led by the global insights team at Truth Central, a quantitative multi-year study, conducted across 16 markets, with a sample of over 16,000 respondents, including those in Thailand.

The opening presentation, led by Piyaporn 'Proud' Sornpaisarn, McCann Worldgroup Thailand’s digital strategy manager, shared key insights from The Truth about Thai Youth, delving into the realities, tensions, and dreams that have always been true with the youth, and what’s even truer for them today. Now more than ever, in an era of change and uncertainty, brands need to better connect to make a lasting impact on this highly coveted demographic.

Proud then revealed four key insights that shape the many varied identities and values of young people today:

1. Creative Catalysts: Unleashing their creativity for social change

Losing trust in institutions and the older generations, they are putting the onus on themselves to revolutionize change.

• 52% Thai Gen Zs consider Environmental Issues to be the most important social cause (v global average. of 40% - the highest rating globally).

• 95% Thai Gen Zs identify as a feminist (v global benchmark of 78%)

• 69% Thai Gen Zs think they are responsible for reversing climate change (v global benchmark of 37%)

2. Depth Seekers: Relentlessly deciphering the truth

Nothing is ever taken at face value. And nothing gets past the discerning eye of today’s youth. Their passion and determination drive them down rabbit holes in the search for the true meaning behind what is presented to them. 

• Thailand is the second highest in the world with Gen Zs identifying as Conspiracy Theorists (30%) 

• They are part of various tribes and communities where they deeply immerse themselves into investigative mode. Empath (83%), DIY-er (65%), Potterhead (59%), Manga / Anime Fan (48%), Gamer (45%), Swifty (39%)

3. Rational Thought Challengers: Bending science and logic

With the proliferation of fake news in the world, the youth’s belief system is evolving. “Delulu is the solulu” is a mantra that speaks to the dreamers in them. Being a bit dreamy or hopeful—even at the expense of rational thinking—can be the solution to life’s challenges. 

• 66% agree that it’s fun to believe in things that are not ‘logical’ or ‘scientific’ (v global benchmark of 62%)

• 66% believe star signs can predict personality traits (v global benchmark of 42%)

4. New Realm Explorers: Escaping reality into a world of their own

‘Finsta’ or “fake Instagram” is an addition to their main or “real” account. This phenomenon has taken over young people’s social media platforms with multiple secret identities that allow them to escape everyday life. Interestingly, the #1 thing that Gen Zs want to distract themselves from is their own mind. 

• 79% think of ‘escape’ as a solitary activity, not a communal activity 

• 78% said it is acceptable to check your mobile phone during dinner

• Thailand is the highest in the world that finds a virtual reality fantasy world where they can be / do anything is an appealing type of escape (43%) 

The event then closed with a panel discussion, “Authentically Engaging with Thailand’s Youth”, featuring Anupong Tasaduak, Deputy Chief Executive Officer of Thailand’s fastest growing online marketplace, NocNoc; Sarinya Perumal, Head of Channel Partnership at TikTok; and also content creator, Kamolpasorn Amatyakul (@pellezy). Prommate Sirisukwattananont, Editor-in-Chief of Brand Inside moderated the discussion, which explored the best ways to approach Thai Youth – from brands to platforms, media to influencers.

Xea Kho, strategic planning director, McCann Worldgroup Thailand, reflected on the key event themes, “It’s fascinating how Thailand’s youth today are both highly creative and driven. The fact that 74% of Thai youth believe their generation has the power to influence a global brand's actions and behaviours for the better is inspiring”.

Sukit Kittinuntakul, general manager, McCann Worldgroup Thailand, commented, “These deeply localised findings in the Truth about Thai Youth, will be invaluable in helping brands to better understand this lucrative demographic, and for us all to realise the impact this generation will have, not only on the market landscape but also on the world around us.”