Most Thai millennials find money the best measure of success, according to a survey conducted by marketing agency FleishmanHillard.
The survey said 70% of respondents named money as the best measure of success, and more than 87% admitted to feeling good after spending money to treat themselves.
Some 67% of millennials defined the state of happiness as being healthy, having time for themselves as well as the freedom to live their lives. At the same time, 55% of millennials placed an importance on savings.
Sophis Kasemsahasin, senior vice-president of FleishmanHillard Thailand, said Thai millennials, individuals aged 25-37, have different definitions of success and happiness. They long for changes within Thai society and do not attach themselves to specific brands.
"Millennials are a group of consumers with unique complexities," she said. "Their needs and attitudes appear to lie between two extremes. On one hand, they are consumers who are not afraid to spend money on products and services that attend to their needs. On the other hand, they take price points into serious consideration."
Millennials appear to place importance on self-expression. Some 79% of millennials are ready to pay more for products and services from a brand that tends to their personal needs and desires.
The top five industries with potential to create personalised brands for millennials are food and beverage, telecommunications, lifestyle, banking, and electronics.
"Since the perceptions of millennials towards lifestyle and consumption are different from the previous generation, it is essential that brands learn to understand, but also adapt themselves to be able to attend to the needs of the millennials," Ms Sophis said.
According to the report, millennials said their individual identity cannot be defined by one specific brand. The report showed that 84% of millennials use fashion as a tool for self-expression, which is why they are always on the lookout for activity, music and clothing that are different from the norm.
Another indicator of individuality among millennials is the fact that 84% said they look forward to spending time with themselves. While it's true that millennials are always on social media, just 21% of them prioritise socialising with friends.
Although millennials are aware that they're spending too much time on their phones, they make a priority of their online appearance and self-expression, 56% higher than offline presence.
Some 65% said they spend time taking care of their health so they can look better on social media, and 56% believe they can find meaningful, long-lasting relationships through dating apps like Tinder.
Thai millennials are optimistic about the future of Thailand, as they believe the country will change for the better.
FleishmanHillard counts 20 million millennials in Thailand. The latest poll is based on a survey of 500 respondents since August.