The Aspirations and Challenges of Thailand's Youth.

Thailand’s millennials and Gen Z stand at the forefront of transformative change. Together, they constitute nearly half the population and redefine the nation’s priorities in employment, education, housing, and environmental sustainability. Their voices, once whispers, now resonate as catalysts for action and reform.

Despite their optimism—more than 85% expect a better quality of life within five years. However, systemic challenges temper this enthusiasm. Rising living costs, unaffordable housing, and job market mismatches jeopardize their aspirations. Policymakers face a pressing challenge: How can governance evolve to meet the ambitions of a generation poised to drive progress?

Reimagining Governance for Youth Priorities

Thailand’s governance system, a constitutional monarchy, shapes how policies are crafted and implemented. National strategies fall under the purview of the Parliament and Prime Minister, while local governance manages essential services such as housing and education. However, this centralized approach often limits grassroots engagement, a challenge as millennials and Gen Z push for greater inclusivity in decision-making.

These younger generations are leveraging digital platforms like TikTok and Facebook to amplify their demands for transparency, sustainability, and equity. This shift presents both a challenge and an opportunity for Thailand’s leadership: the challenge of responding to an informed and vocal demographic and the opportunity to harness their energy for nation-building.

Trust remains a key issue.

According to our recent research in collaboration with Vero Advocacy, about half of Thais trust the government to act in the public’s best interest and feel safe expressing their opinions on youth policies. Gen Zs demonstrate greater trust in the government compared to Millennials.

Policies such as the 15-year free education initiative and the One Family One Soft Power program signal responsiveness, but gaps remain in addressing youth priorities comprehensively. Bridging this divide requires a governance model that values youth participation and collaboration, ensuring policies reflect their evolving needs.

Demographic Insights: The Generational Divide

United in their influence, Thai millennials and Gen Z diverge in needs and aspirations, creating distinct challenges for policymakers.

Millennials (Ages 26–41): Stability Seekers

Population Size: 15.4 million (23% of the country’s population)
Employment: Primarily employed in stable, mid-career roles across industries like manufacturing, technology, and finance. They prioritize job security and upskilling opportunities.
Housing Preferences: Driven by a desire for homeownership as a marker of financial stability. Rising urban property costs, however, often delay these goals.
Digital Engagement: Active on platforms like Facebook and Line for professional networking and advocacy.

Gen Z (Ages 10–25): Digital Innovators

Population Size: 13.4 million (20% of Thailand’s population)
Employment: Entering the workforce with a preference for gig economy roles, startups, and creative industries. Flexibility and purpose are key drivers.
Housing Preferences: Favor renting for its adaptability and alignment with urban mobility needs.
Digital Engagement: Dominates TikTok and Instagram, using these platforms for self-expression, activism, and innovation.

Category	millennials	Gen Z
Primary Concerns	Housing affordability, job security	Mental health, flexible work
Housing	Ownership-focused	Flexibility-driven, prefer renting
Digital Presence	Balanced use of older platforms	Highly active on emerging platforms

Shifting Priorities and Socioeconomic Influences of Thai’s Young Population

Thailand’s economic landscape profoundly shapes the priorities of these generations. millennials, having experienced economic instability, lean toward stability and long-term financial planning. Gen Z, however, emerges in a world of rapid digital transformation, emphasizing adaptability and innovation in their career and lifestyle choices.

Both groups share a common concern for affordable housing and quality education, but they diverge in how they approach these challenges. millennials, who often take on family responsibilities, advocate for government policies that support ownership and economic security. Gen Z, on the other hand, leverages their digital fluency to challenge norms and demand forward-looking solutions, such as accessible education that aligns with technological trends.

Implications for Policymakers

These demographic insights highlight the urgent need for tailored policies that address the unique needs of each generation. millennials need housing support and upskilling programs, while Gen Z needs flexible education models and digital-first career opportunities.

Key Policy Concerns of Thai Youth

1. Employment and Economic Opportunities

Our Study Findings: Over 68% of millennials and 72% of Gen Z highlight job creation as a critical government responsibility. While millennials prioritize career stability, Gen Z seeks flexibility and creative outlets.
Government Response: The One Family One Soft Power program has created millions of jobs in cultural industries and free reskilling courses for high-growth sectors like tourism and digital marketing.
Recommendations: Policymakers must address skills mismatches by integrating vocational training with industry needs, particularly in the tech and green sectors.

2. Affordable and Quality Education

Our Study Findings: Rising tuition costs and outdated curricula hinder over 54% of millennials and 60% of Gen Z from accessing the education they need.
Government Response: The 15-year free education policy has improved enrollment rates, particularly in rural areas, narrowing the education gap.
Recommendations: Modernize curricula to emphasize STEM and digital literacy and expand access to international exchange programs to equip students for global opportunities.

3. Housing Affordability

Our Study Findings: While 53% of youth express satisfaction with current housing policies, high urban property costs remain a significant barrier for millennials, while Gen Z prefers affordable rental options.
Government Response: Tax incentives and reduced transfer fees aim to ease financial burdens for homebuyers.
Recommendations: Strengthen public-private partnerships to expand affordable housing and prioritize developments near employment hubs.

4. Environmental Sustainability

Our Study Findings: Our study also found over 70% of Thai youth demand stronger environmental policies, including waste management and renewable energy initiatives.
Government Response: The Green Growth Strategy addresses climate challenges but lacks youth engagement.
Recommendations: Foster youth-led initiatives and provide incentives for green entrepreneurship to empower the next generation of sustainability advocates.

5. Mental Health and Healthcare

Our Study Findings: More than six in four millennials and Gen Z identify mental health as a key concern, citing cost and stigma as major barriers.
Government Response: Subsidized mental health services and community programs have improved accessibility.
Recommendations: Expand funding for mental health initiatives and launch nationwide campaigns to normalize conversations around mental well-being.

Collaborative Governance

Thailand’s youth are not bystanders; they are architects of the nation’s evolving future. They demand transparency, inclusivity, and meaningful engagement with policymakers in government.

Policymakers must:

Strengthen Vocational Training: Align programs with emerging industries to address job market mismatches.
Modernize Education: Focus on STEM, digital literacy, and global exposure opportunities.
Promote Affordable Housing: Expand urban planning initiatives integrating housing with essential services.
Champion Environmental Policies: Support youth-led sustainability efforts and green innovation.
Invest in Mental Health: Increase accessibility and reduce stigma through targeted programs.

A Future Defined by Youth In Thailand

Thailand’s millennials and Gen Z are charting a bold vision for the future—one rooted in opportunity, equity, and sustainability. Their collective voice is a roadmap for progress, challenging policymakers to rethink traditional approaches and embrace youth-centered governance.

The journey ahead requires collaboration. By aligning policies with the aspirations of these generations and fostering genuine partnerships, Thailand can build a nation that reflects the values and ambitions of its future leaders. Download the Full Report
Gain deeper insights into how millennials and Gen Z across Southeast Asia, including Thailand, influence public policy and shape the future. Click here to download the full report and explore actionable data and recommendations.

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