Dentsu Consumer Navigator Q3 2025: Signs of Recovery Emerge After Two Quarters of Economic Sentiment Decline

Singapore, 9 October — Consumers across Asia Pacific are showing cautious signs of optimism despite persistent financial pressures and escalating global trade tensions, according to the latest dentsu APAC Consumer Navigator Q3 2025.

The Consumer Navigator series tracks APAC sentiment each quarter, capturing how cultural and economic forces shape consumer priorities. Previous editions charted rising unease in Q1 and deepening pessimism in Q2; Q3 now points to signs of recovery, tempered by ongoing financial anxiety and uneven affordability across the region.

The quarterly study, based on a survey of 3,500 consumers across five markets Australia, China, India, Indonesia and Thailand, was conducted in August 2025.

Key findings reveal a complex consumer landscape:

• Economic sentiment shows modest recovery. Confidence across APAC rose 2% QoQ, led by Australia. India and China remain relatively optimistic, while pessimism deepened in Southeast Asia.
• Outlook is cautiously optimistic. 38% of APAC consumers expect the economic situation to improve in the next 6–12 months, with optimism strongest in China and India. By contrast, Thailand and Indonesia remain notably pessimistic.
• Affordability pressures persist. Only 51% of consumers can comfortably afford monthly expenses, a 3% drop QoQ. Financial comfort is highest in India and China, while unease is most pronounced in Thailand and Indonesia.
• Generational divides sharpen. Financial anxiety is rising across the board, but Boomers and Gen Z are under the most pressure. Millennials remain the most financially stable, with Gen Z showing the most negative perceptions of both personal finances and the wider economy.
• Value drives consumer choices. Price sensitivity continues to shape spending, with consumers opting for low-cost and value alternatives, particularly in essential categories. Groceries, household items and wellness remain resilient as discretionary spending is scaled back.

“Q3 shows consumers are feeling the weight of global uncertainty in their wallets. While many remain hopeful that conditions will improve, the reality is already shifting how they spend - sticking to necessities, choosing domestic alternatives and postponing major purchases. For marketers, the easy response is more discounting. But the smarter move is building resilience into your value proposition: emphasize where products come from, how long they last and why they matter locally,” said Mimi Lu, Head of Insights and Intelligence APAC, dentsu. “This approach will set you up for a stronger Q4 commercial window. Most importantly, recognize this isn't temporary consumer caution. This mindset is the foundation being carried into 2026 - a permanent shift in how value is defined and trust is earned.”

Implications for marketers
Marketers must adapt to regional contrasts and generational realities. Optimistic markets like India and China call for aspirational messaging, while Southeast Asia demands empathy and value-centric solutions. As financial anxiety grows, especially among Gen Z and Boomers, brands that lean into transparency, affordability and wellness will be best placed to earn trust and stay relevant.