Visa unveils Gen Z Decoded: Insights into Thailand's next generation of earners, spenders, and trendsetters

With more than 11.6 million individuals, Gen Z accounts for 18% of Thailand's population. Nearly half (49%) are currently employed, and 12% are married, signals of demographic transitioning into adulthood while remaining deeply rooted in self-expression and optimism. This generation is poised to redefine the future of commerce, culture, and technology.

Angsumalin Fordham, Head of Product and Value-Added Services for Visa Thailand said "Gen Z is fundamentally reshaping how value is exchanged. How they pay, save, shop, and engage with brands. At Visa, we are committed to enabling seamless, secure, and inclusive commerce for the next generation. This study isn't just about understanding Gen Z. It's about empowering our partners to co-create financial tools and digital experiences that meet their needs, speak their language, and support their life goals."

Financial Independence: A Priority Today

For Gen Z, financial freedom is not just a long-term goal, it's a current priority. The study shows that 60% of respondents identified financial independence as a top life goal. While 31% save money whenever possible without a specific plan, a notable 57% are already setting specific financial goals and plans to achieve them. Financial literacy is also on the rise, with 59% actively seeking knowledge through learning or advice. Reflecting a proactive mindset, 81% are building wealth through jobs, side gigs, or investing, reflecting a generation that values both independence and long-term financial security.

To support these ambitions, while parental advice still matters, Gen Z prefers digital tools that simplify money management. Gamified savings, robo-advisors, and visual platforms, especially on mobile, resonate strongly. Visa and its partners can support by speaking their language, acting as trusted advisors, and offering youth-focused guidance with low-risk, secure investment options, while making financial management more engaging through interactivity and gamification.

Passions That Drive Identity

Gen Z's passions are more than hobbies; they are essential to well-being, identity, and growth. Many pursue activities like cooking, sports, cafe hopping, and travel not only for enjoyment but as ways to recharge and connect. In fact, 31% say they pursue hobbies to build skills or for personal development, while 28% use them as a means of self-expression.

Against a backdrop of pandemic recovery and economic pressure, these passions help them manage stress and stay grounded. For some, passions even become pathways to income: 31% of those working toward financial goals earn through jobs, freelance work, or side gigs, and 22% of students supplement their income this way. Inspired by KOLs and a culture of inclusion, Gen Z proudly expresses their values, whether it's transforming talents into careers and standing up for causes like LGBTQ+ rights, fuelling a generation driven by purpose, self-discovery, and social harmony.

Social Media: Authenticity Over Aesthetics

Social media is more than entertainment for Gen Z. It's where trends emerge, and trust is built. YouTube, TikTok, and Facebook are the top platforms for Thai Gen Z, with 58% saying they trust recommendations from creators they follow. In fact, half of Gen Z respondents express positive sentiment toward brands featured on these platforms. This generation values authenticity over perfection, preferring honest, relatable content to over overly curated visuals. To earn their attention and loyalty, brands must foster two-way conversations, embrace short-form and visual-first storytelling, and show up in ways that feel real and personal.

Living Life Fully—and Planning Ahead

While Gen Z embraces life in the moment, they are future-focused. Their top goals for the next 1-5 years include maintaining personal well-being, achieving financial independence, career success, continuous learning, and enjoying joyful leisure. This generation's holistic view of success blends ambition with balance, and brands that recognise this can build lasting relevance.

As Gen Z continues to grow in both economic and cultural influence, Visa Gen Z Decoded provides insights to help brands and businesses co-create with this generation. By aligning with their values, life-stage priorities, and digital expectations.

"To engage Gen Z effectively, businesses must offer digital-first tools, build trust through authentic social content, and connect with their core passions such as music, gaming, food, and family. Aligning with their values and life goals helps brands to remain relevant while empowering this generation to thrive. By creating secure, seamless, and meaningful experiences, businesses can strengthen loyalty and drive long-term impact with the next wave of earners and cultural influencers." Angsumalin concluded.

*The Visa Gen Z Decoded study 2025 was conducted from October to November 2024, involving over 560 Gen Zs across 14 Asia Pacific. Focused on those aged 14-27, who make up 27% of the region's workforce—the study explored their values, behaviours, and financial habits. Insights from first jobbers, gig workers, and affluent youths will help Visa and partners create more relevant products, campaigns, and payment experiences for this rising generation.

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