Meeting the

Thai Mums

Beyond the stereotypes

April 2021
1
Why paying attention to Thai mums?

1 • Thai families have changed

2 • Unique role of women in Thailand

3 • Multiple roles of mums: gate keepers, CHO

4 • How do mums cope with the current situation?

2
Structure of Thai families

34%

27%

Children, parents,
grand parents 16%

14%
Children parents

7%
Childless couples

2%
Living alone

Single parent with

children

Children with
grandparents

3
Factors influencing Thai families Structure (1/2)

Low fertility Longevity Changing

composition
From 1950 to 2020
From 1950 to 2020
40
77 years
6.3
years
Medium age

18
years

50
years
1.5

4
Factors influencing Thai families Structure (2/2)

Household Debt Education

Migration Changing
lifestyles
From 1950 to 2020
Age to get married:
40% of GDP to 80% from 24 years in 1968
to 28 years old in 2016

Mainly
internal
migration to
urban areas

5
A COIUNTRY SKEWED TO FEMINITY?

Gerard Hendrik Hofstede, Dutch social

psychologist, IBM employee, and
Professor Emeritus of Organizational
Anthropology and International
Management at Maastricht University,
famous for his pioneering research on
cross-cultural groups and
organizations.
6
6
THE THAI CULTURAL CONTEXT

Reject World Average Accept

authority and 0 100 authority and
inequality inequality

Collectivism 0 100 Individualism

We I

Femininity 0 100 Masculinity

Accept Risk
uncertainty
0 100 adverse

Normative 0 100 Pragmatic

Restraint 0 100 Indulgence

Source: Hofstede insights 7

7
HOW DO WE COMPARE?

Femininity 0 100 Masculinity

Source: Hofstede insights 8

8
THE EMPOWERMENT OF WOMEN

• Ratios boys for girls are around 110 in India,

• 65% participation labor force sex
China and Vietnam. Thailand has a healthy
ratio.
105 ratio
• 37% of top CEO
• 60-100 Million “missing daughters” in Asia
• 45% of Senior management
but none in Thailand!
(Grant Thornton)
• Thai culture is more matrilineal VS
• Among the 37,280 students of
patriarchal culture in other Asian countries.
Chulalongkorn, 60%+ are female.
• In 1932 Thai women gained the right to
• 57% of PhD awarded are for
vote, the first of Asian countries to grant
female.
suffrage to women.

9
WOMEN SUCCESS

DR NALINEE PAIBOON KAMALA SUKOSOL SUPAPAN NUALPHAN LAMSAM CHADATIP CHUTRAKUL

PICHAIRONARONGSONGKRAM
Giffarine Kamol Sukosol Chaophraya Express Boat MuangThai Insurance Siam Piwat

PATAMA LEESWADTRAKUL NATTHIKA ANGUBOLKUL ORAPHAN VACHARAPHOL SUPALUCK UMPUJH Mall YUWADEE CHIRATHIVAT
G Steel Eastern Sugar Group Polyplus Group Central
10
10
Exclusive poll conducted by Marketbuzzz

59%

Region Age SES 49%

37%
45% 28%
13% 10% 13% 37%

19% Series1
Greater Bangkok Central 20-29 years old
30-39 years old AB C DE
Northeast North Series1
40 years old +

Sample size N=400

Conducted in February
2021

11
On the
frontline of
managing
the
downturn

12
Facing difficult times

Satisfaction with current situation Family financial situation

Average 5.9

49%

32%
23% 24%
10% 13% 12%
9% 11% 4% 1% 5% 5% 3%

Series1
1 2 3 4 5 6 7 8 9 10

Very dissatisfied Somewhat dissatisfied

Somewhat satisfied Very satisfied

13
Disrupted purchasing patterns

18%
32% 34% 29%
15%
Less

Same
42% 58%
58%
68%
More

24%
11% 13%
Hyper, super CVS Open market Online

14
No short term hope

Current Within next 6 months

Very bad
21% 37%
3% 34%
Very good
17%
12% Somewhat 7% 5%
good

Somewhat 64%
bad

15
Worrying issues

Lower importance Moderate importance Highest importance

Political divisions: 18%

Healthcare: 17%

Government support: 16% CRIME EDUCATION

39% 32%
Social Inequality: 14% COVID
Climate change: 14% 19
Environment: 9% 60%
POVERTY CORRUPTION
Immigration: 8% 31% 29%

Taxes: 6%

Terrorism: 4%

Access to credit: 4%
16
Views on
family

17
Areas of decision: not much left for husband/ partner

9% 4%
10% 9% 8% 10%

23% 24%
33% 37% 47%
4% 49% Other members of the family
4%
Together you and your husband
5% Husband/ partner
9% You as a mum
13%

65% 62% 17%

53%
46%
37%
24%

18
Different views on ideal family

Current number of children Ideal number of children

68% Average: 2.1

Average: 1.6
52%
37%

14% 18%
11%

1 2 3+ 1 2 3+

Current average of
household members: 4.5

19
And on family size

Number of generations
in the household

40% 42%

7% 12%

1 2 3 4+

Preference for nuclear or 48% 52%

extended family
Nuclear Extended

20
Values passed to children

Responsibility 73%

Gratitude 66%

Honesty 62%

Respect for elder 34%

Independence 24%

Creativity 23%

Accountability 19%

21
Diverse
Mums of
Thailand

22
Most important in life

ENJOY STAY IN GOOD BUILD A BUILD A

LIFE HEALTH FAMILY
SUCCESSFUL CONTINUE
BUSINESS
CAREER 6% TO LEARN 4%

50% 25% 15%

2%

23
Top attitudes

I want to have a simple and uncomplicated life

My biggest dream is to have stable and secure future

I always put my family before anything

FIT
It is important for me to let loose and live for the moment

DOESN’T I have to keep achieving goals in life in order to be respected

FIT I want to continuously challenge myself
I like it when others compliment my look
follow my heart rather than my head

24
Top words to self describe

Optimistic
Caring

Easy going
FIT Disciplined

Protective
DOESN’T
FIT Admired
Respected
Adventurous
Traditional

25
Five segments Let it go

FORGIVING
MUMS

WORKING
MUMS

Me Us
WANT IT ALL
MUMS

PROTECTIVE
MUMS

TIGER MUMS

Control 26
TIGER MUMS 8%

Younger, more often in Bangkok. More often C SES.

Attitudes Self description

I have to keep achieving goals Disciplined (184)

in life in order to be respected Self-confident (152)
(146) Admired (129)
I am a strict and demanding Respected (217)
mum willing to push children to
high level of success in
education and skills

TIGER MUMS worry more about education and support by government. They prefer to live in a nuclear
family. Switched to online more than average. They want to communicate creativity and accountability to
children

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WANT IT ALL MUMS 5%
Typically 30-39 years old, more often with one kid, more often in
Bangkok. More often A SES.

Attitudes Self description

I stick to decisions and plans that I have
made (200) Cheerful (200)
I like when others compliment my look Adventurous (250)
(250) Admired (143)
I want to continuously challenge myself
I don’t want to compromise, and (250)
I am willing to stay attractive
and sexy as well as being a good
mother

WANT IT ALL MUMS are less worried than others about economy and financial problems but more about
corruption and political divisions. They like to share decisions with husband partner when not living alone.
They prefer a nuclear family. They want to communicate independence to their child.

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PROTECTIVE MUMS 10%

Typically 30-34 years old, with one child. More often DE SES

Attitudes Self description

I stick to decisions that I have made Protective (240)
(135) Traditional (200)
I have to keep achieving goals in life in
order to be respected (185)
I follow my heart rather than my head
(171)
I tend to be fearful of what
might happen to my children

PROTECTIVE MUMS are more optimistic and satisfied; they worry of political divisions and climate change,
they delegate more often purchase decisions to husband/ partner. They prefer a nuclear family. They want
to communicate more often respect for elders and Independence to their children.

29
FORGIVING MUMS 30%

Typically 40-45 years old, with 2 or more children, more often from
UPC

Attitudes Self description

I always put my family before anything
(117) Cheerful (132)
I believe life is full of wonderful things Protective (130)
(133)
I want to continuously challenge
I will always support my children myself (117)
whatever happens to them

FORGIVING MUMS mums are worried about COVID, crime, poverty and social inequality. They are not
satisfied with the current situation. Family is the most important. They want to communicate honesty to
their children. They like to enjoy life. They are protective but don’t see themselves as traditionalists.

30
WORKING MUMS 49%
Typically 35-39 years old, both in Bangkok and UPC

Attitudes Self description

Spontaneous (104)
I am tough enough to take my life
Risk adverse (105)
into my hands (108)
I want to meet the expectations
placed on me at work and at home
I am willing to combine a career (105)
with the responsibility of raising
children

WORKING MUMS mums are more worried about corruption, political divisions and health care. They let
more often husband/ partner be in charge of purchase. They prefer an extended family. They value
responsibility and creativity in children education. They want to stay in good health to be able to enjoy life.

31
Expectations
towards
brands

32
Expectations towards brands

99%
Cares about well-being of consumers
62%

97%
Offers good value for money
61%

98%
Cares about environment
55%

Has a strong record on Corporate Social 96%

Responsibility (CSR) 43%

88%
Uses cutting edge technologies
31%

77%
Is a leader in its category
24%
% Top box
64% % Top 2 boxes
Is a Thai brand
18%

33
Marketing to
mums

34
Influent across categories

Acknowledge the role of mums across categories

At least 40%
19% of of
population household
spending

35
Communicating
with mums

36
Avoid

37
Prefer

38
Or

39
Portraying mums in communication

Portray mums as they see themselves: caring but also easy going and enjoying life

Help them to feel admired and respected (more than one day a year)

Remember that they are diverse: which type of mum are you talking to?

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