The world is out of a major crisis like the COVID-19 epidemic, and everything has started to unravel. The country is opening the city to welcome travel again. The market has not fully recovered and the “Russia-Ukraine” war is creating conflict. The polar division of superpowers is more intense.
It also led to the problem of rising inflation. increase in the interest rate expensive goods affect the money in the user’s pocket such a situation “Ipsos” therefore conduct a large-scale market research study and consumer opinion survey under “Ipsos Global Trend 2023”or Ipsos Global Trend 2023 With a sample of more than 48,000 people from 50 key countries, covering 70% of the world’s population and 87% of the economic value (GDP), the Asian markets were surveyed in 11 countries: Australia, India, Indonesia, Japan, Malaysia, New Zealand, Philippines, Singapore, South Korea, Thailand and Vietnam.
Usana Chanklum, Managing Director, and Pimthai Suwanasuk, Senior Director of Customer Relations, Ipsos Co., Ltd. information and research summaries about Ipsos Global Trend 2023 reflecting the global crisis. a time of misfortune that repeats the karma that everyone faces.
while Thailand which surveyed a sample of around 1,000 people, found 4 important issues as follows 1. The recession As a result, consumers spend more carefully. Especially 27% of Thais worry about money in their pockets. Belts must be tightened compared to the population of Vietnam, Indonesia, Singapore, Malaysia, including 34% of the world’s population on average.
Detailed concern found that 53% of Thais are the most worried about inflation, followed by 48%. Such factors cause 73% of consumers to buy local Thai brands instead of buying global brands.
“Recurring misfortune is the theme that everyone is facing this year. Because we have encountered crisis all the time since Covid. Russian-Ukrainian war, inflation that last year was not a concern But this year I am very worried. because the product is more expensive The government cannot set the price as before, making 100 baht for consumers not worth the same as before. household spending buying less affecting the state of mind.”
2. Climate change Making users more aware of the impact on the environment. If you don’t change your lifestyle Buying goods and services will have an impact on the world, for example, using less plastic. The private sector is taking decisive action to save the planet. Different projects are clearly implemented. not just issuing policies For Thai consumers, 93% are quite concerned about the climate due to PM2.5 dust problems.
3. The role of brands in differentiation and what consumers are looking for from a brand When confidence and expectations from the government decrease, with 80% of Thais worried about the government being able to provide public services. There is no 10 year long term plan or vision to support the needs of the population. So turn to expect more from brands 81% if the business sector can return profits to society ready to support, buy, and 57% are ready to pay more for brands that give back to society
“Maybe the government will take care of helping some people, only those in the system. have an income in accordance with the criteria But some groups still do not have measures to support them. Therefore, there is no confidence in the government sector. Having to turn to relying on brands instead of doing real things for society It’s not a hidden benefit.”
4. Future technology trends various online platforms Users found it made life worse, including attention and interaction with people around them. But on the other hand, it is seen that the internet is lacking. The world is not online and it also sees issues as a double-edged sword In particular, brands use their personal information for marketing purposes.
“The world’s biggest concern is the deteriorating economy. followed by higher prices, inflation and unemployment. From last year it was about global warming. And the research still reflects that consumers have no confidence whatsoever. pessimistic, with 65% thinking that the situation in 2023 will be worse than 2022, the lowest rate in 10 years, because currently vulnerability is the banking crisis of the Silicon Valley Bank (SVB) in the United States, followed by credit. Switzerland in danger Causing concern that it will affect Thailand, will the money in the bank be safe? and so forth.”
