Navigating the New Consumer Era: How Global Tensions are Reshaping Marketing Strategies

01/06/2026

In an era of unprecedented global volatility, consumer behavior is not merely changing—it is being completely reshaped. Based on a survey of over 3,300 respondents, we observed a distinct shift from a 'Convenience Economy' to a 'Value-driven Mindset.' As energy costs become a primary concern for households, triggering 'Defensive Spending' behaviors, businesses must urgently adapt their strategies to cater to cautious consumers by prioritizing efficiency and maximum value. please noted that the sample size in yellow hilight should change to each country.

How global tension affects consumer behavior? 

Let’s see real data from 3,300+ respondents 
Collection period: 26-30 March 2026 
Respondents’ criteria: Male & Female, age 16-60+ years old 

 Based on nationwide (n=3,308ss)    Statistically weighted by age & gender 

 

What’s really happening to consumers right now? 

1. ENERGY SHOCK 

Fuel Cost dominates consumer anxiety – Fuel price is the #1 concern, outweighing all other  
economic pressure 

2. DEFENSIVE SPENDING 

Consumers are cutting “Surgically” – Spending is shifting toward essentials while travel and 
non-essential purchases are being reduced. 

3. AGE IMPACT GAP 

Older consumers Feel it most - Consumers aged 35+ report significantly higher disruption due  

to financial responsibility 

 

What this means for your business 

• Concenience is losing value - Consumers now prioritize affordability over speed or ease. 

• Non-essential spending is shrinking - Expect slower demand in lifestyle and discretionary 
  categories 

• Efficiency is the new selling point - Messaging should focus on saving, durability, and value 

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Want to create your own insight like this for your brand? 

Meet Vase.ai 
Stop guessing, Get real consumer insight in 24 hours 

This study was conducted using real consumer surveys across our SEA countries. You can run the same type of  
research for your business – anytime. 

 

• ・Target verified consumers across Thailand and SEA 

• ・Fast turnaround insights – Get result in hours, not weeks 

• ・Actionable data – Clear insight you can act on immediately 

• ・Cost effective – High quality research without the high cost 

 

Set up your research in minutes! 
Do it yourself on our platform with friendly questionnaire template to serve your objectives. 

1. Select your target audience 
   Access to consumers in various SEA countries. Reach out to your target consumers through demographics  

and behaviors 

2. Ask questions or pick a template 
   All templates are designed by research expert, ensure that our client meet their research objectives 

3. Get responses in real-time 
   Read response the moment consumers answer the questions. 
   All collected data will be further validated by AI algorithms and research experts 

4. Act on the insights 
   Get suggested insights, not just top-line answers. Produced by our AI-powered engine together with  
   recommendations from our team of research experts.

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