Thai Generation Z and millennials are experiencing greater concern about their financial future than their peers in many other countries, with housing affordability a particularly acute pressure point, a survey by Deloitte has found.
At the same time, the research shows, these two generational cohorts are prioritising stability, work-life balance and purpose during times of financial pressures.
Some 94% of Thai Gen Z respondents and 85% of millennials say affordability of housing directly impacts their career decisions and where they can work -- well above the global averages of 69% and 64% respectively.
As well, 65% of Gen Z respondents and 57% 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% and 52% globally.
Cost of living tops the list of concerns for both Thai Gen Z (43%) and millennials (45%), consistent with the global trend now in its fifth consecutive year.
Deloitte's 2026 Global Gen Z and Millennial Survey, now in its 15th year, drew on responses from 22,500 Gen Z and millennials in 44 countries, alongside insights from business leaders. More than 300 Gen Z and millennial respondents took part in Thailand.
"Cost of living has topped the list of concerns for Thai Gen Zs and millennials for the fifth year running, and with recent salary growth in Thailand recorded as below historical averages, the financial squeeze this generation feels is real," said Ariya Phukfon, technology and transformation leader with Deloitte Thailand.
"The findings make clear that financial reality is not only reshaping spending habits but changing timelines for major life and career decisions. Yet, what stands out about Thai respondents is their resilience -- they remain ambitious and deliberate in their career goals, showing higher rates of AI adoption and stronger interest in leadership than their global peers.
"These generations are being adaptable, pragmatic and intentional about how and when they move forward.
Financial pressures for Gen Z and millennials are echoed at the organisational level, with Deloitte's Thailand Salary Policies Survey 2025 revealing that Thai salaries rose by 4.5% in 2025, below the historical average of 5%.
CAREER ASPIRATIONS
Thai Gen Z and millennials show strong aspirations for leadership: 83% of Gen Z respondents and 84% of millennials say they are interested in pursuing leadership roles at some point in their careers, outpacing the global figures of 76% and 67%. Yet only 2% 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 Z and millennials, with 23% of Gen Z and 27% 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% of Gen Z and 21% of millennials in Thailand. They associate leadership 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% of Gen Zs and 100% 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% of Thai Gen Z versus 41% globally, and 46% of millennials versus 39% globally.
Workplace relationships matter deeply as well, the survey found. Some 81% of Thai Gen Z and 75% of 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.
AI READINESS GAP
The Deloitte survey also sought views on artificial intelligence, and discovered that Thailand stands out globally when it comes to AI adoption. Some 87% of Thai Gen Z and 88% of millennials report using AI in their day-to-day work, above the global figures of 74% 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 Z and 43% of 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.
"Thai Gen Zs and millennials are approaching the world with resilience and adaptability," said Mr Ariya. "They are adopting AI faster than their global peers, seeking out training, and making purposeful choices about where and how they build their careers.
The organisations that keep up will be those willing to evolve with the younger generations. They will be the ones who invest in structured learning and skill-based progression, build systems designed to change with them, and recognise that adaptation is a continuous exercise."
To download the full report, visit https://sl1nk.com/p5vs71u
