Gen Z and Millennial Survey 2026

Thai Generation Zs (Gen Zs) and millennials are facing greater concern about their financial future than their peers in many other countries, with housing affordability a particularly acute pressure point. 94 percent of Thai Gen Zs and 85 percent of Thai millennials say affordability of housing directly impacts their career decisions and where they can work — well above the global averages of 69 percent and 64 percent respectively. 

Furthermore, 65 percent of Gen Zs and 57 percent of millennials in Thailand say they have delayed major life decisions, such as starting a family, furthering education, or launching a business, due to their financial situation, compared to 55 percent and 52 percent globally. Cost of living tops the list of concerns for both Thai Gen Zs (43 percent) and millennials (45 percent), consistent with the global trend now in its fifth consecutive year.

This data was revealed in Deloitte’s 2026 Global Gen Z and Millennial Survey. Now in its 15th year, the research draws on responses from more than 22,500 Gen Zs and millennials across 44 countries, alongside qualitative insights from business leaders.

Financial pressures for Gen Zs and millennials are echoed at the organisational level, with Deloitte’s Thailand Salary Policies Survey 2025 Report revealing that Thai salaries rose by 4.5 percent in 2025, below the historical average of 5 percent. 

Leadership is welcome, but other values such as purpose and balance prevail

Thai Gen Zs and millennials show strong aspirations for leadership. 83 percent of Gen Zs and 84 percent of millennials in Thailand say they are interested in pursuing leadership roles at some point in their careers, outpacing the global figures of 76 percent and 67 percent. Yet only 2 percent of both generations name it as their primary career goal today, suggesting interest is widespread but not urgent.

Despite their career ambitions, work-life balance maintains a top priority for Thai Gen Zs and millennials, with 23 percent of Thai Gen Zs and 27 percent of millennials citing it as a driving factor for their career choices. Echoing their financial concerns, job stability is also a key priority for 23 percent of Thai Gen Zs and 21 percent of millennials. For this generation, leadership is associated with well-being trade-offs, with concerns cited about stress, burnout, and lack of work-life balance as barriers.

Thai respondents place huge value on purpose at work, compared to their global counterparts. 99 percent of Gen Zs and 100 percent of millennials in Thailand say having a sense of purpose is important for their job satisfaction. Thai respondents also show higher rates of rejecting potential employers or assignments due to misalignment with personal values — 52 percent of Thai Gen Zs versus 41 percent globally, and 46 percent of Thai millennials versus 39 percent globally.

Workplace relationships matter deeply, too. 81 percent of Thai Gen Zs and 75 percent of Thai millennials say they have colleagues they consider personal friends, and those with strong work friendships report higher happiness and longer planned tenure with their employer.

Thailand leads on AI adoption, but the readiness gap remains

Thailand stands out globally when it comes to AI adoption. 87 percent of Thai Gen Zs and 88 percent of Thai millennials report using AI in their day-to-day work, above the global figures of 74 percent for both generations. Thai respondents are also more confident in their AI capabilities and more proactive in seeking new AI training as the technology evolves.

However, organisational readiness has not kept pace. Only 44% of Thai Gen Zs and 43% of Thai millennials say the AI tools provided by their employer are mostly or completely sufficient. The top barriers to AI use at work include compliance limitations, tools that do not address specific needs of the role, lack of effective training opportunities, and the lack of knowledge and experience.

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