According to the report, the first identified trend is called "soul searching". After three years of changes and uncertainties brought on by the pandemic, Thais are embracing diverse identities without being limited by other factors, it said.
As a result, search interest in "equal marriage" surged by 800%, while search interest in "LGBTQ" shot up by 110%."Thais are also seeking a harmony between work and home life, as search interest in 'work-life balance' rose by 100%.
They are also interested in global trends. Nostalgia saw the return of 'Y2K' globally, prompting 370% search growth of the trend in Thailand," the report said. Brands must develop inclusive marketing and think of consumers as individuals with richly layered identities when crafting stories and conversations to engage them, it said. As people increasingly search with images and text together, investing in compelling image assets can supercharge brands by creating new opportunities to respond to people's diverse identities and needs.
The second trend is called "value hunting". Amid economic uncertainty and rising inflation, Thais are reassessing what they consider to be of value and paying attention to economic trends and the rising cost of living, as search interest in "inflation" surged by 140%.In addition, they are making decisions more carefully, as search interest in "pay later" rose by 100%.
Comentários