Coronavirus (Covid-19): Thailand

Twenty-twenty; the year that marked the beginning of a new decade ultimately resulted in a re-evaluation of our lives, our futures and the world we live in. At the center of this reset stood the global COVID-19 pandemic, but it was by no means the only causal factor. The pandemic has acted as a catalyst for behavioral change, accelerating slow-moving macro trends as well as creating entirely new ones. While the impact on human behavior can easily be exaggerated, it is undeniable that we are going through a dramatic alteration that will be looked back on as culturally pivotal. We could label 2020 as the new apocalypse. Yet, in the face of disaster, we also witnessed a revelation. The confinement of life in lockdown opened the door to new attitudes, behavior and values. 2020 not only forced us to stay inside, it also fundamentally changed how we seek and attain happiness. Leading to a fundamental ‘happiness reset’. So, what defines this post-2020 consumer, and what is the role for brands? This report uses a unique Human Drivers framework to capture how people are now seeking happiness and wellbeing, and how this is driving new behavior and expectations towards brands.

The FutureBrand Country Index 2020 includes a swathe of questions relating to coronavirus, including qualitative and quantitative data on the domestic handling of the virus in respondents’ country of residence. For example, in the U.K., a small majority of respondents (28%) felt the government had handled the crisis “reasonably well”. Just 15% of respondents felt it had been handled “extremely well”, mirrored closely by the number who felt it had been dealt with “very badly” (17%).

The hospitality sector has hit rock bottom during the pandemic, especially the restaurant and food service industry. With changing landscape, the restaurant industry is now gearing up to be back in the game. But it won’t be that easy. While the lockdown might end, the industry would need to recontextualize its current business models and revolutionise itself to lure the customers.

Findings from our survey on the Impact of COVID-19 on consumers behaviour in 12 Asian markets & the US. Key areas covered include: Trusted Sources of Information, Impact on Media Consumption, Impact on both Online & Offline Shopping Behaviour, Impact on Product Purchase Factors & Impact on Daily Life & Society.

Consumer Reactions to COVID-19 looks at how consumers in 18 countries are reacting to the impact that coronavirus is having on their lives, from satisfaction to security to coping habits.