When earthquakes are no longer a distant threat: How prepared are Thais really?

Just over two weeks ago, many parts of Thailand experienced tremors from a magnitude 7.7 earthquake in Myanmar—one of the most powerful quakes in the region in decades. People in Bangkok, central provinces, and even the north reported feeling the tremors, making it a wake-up call for many to ask: “What if something even bigger happens—are we truly prepared?”

Historically, earthquakes have seemed like a distant threat to most Thais. They were either mild or occurred far from urban centres, especially in the northern regions. But with increasingly intense and widespread tremors in recent years, nature is sending a clear message: it doesn’t choose where or when, and it certainly doesn’t give advance notice.

In this context, it's time we asked ourselves: How much do we really know about earthquakes? What would we do if one struck again? Are our buildings and infrastructure ready to withstand natural disasters of this scale?

To explore these questions, Milieu Insight conducted a survey across Thailand, focusing on awareness, preparedness, and public response to earthquakes—particularly among urban dwellers or those in higher-risk areas. The results reveal some compelling insights into the Thai public’s knowledge, behaviour, and mindset around natural disasters.

Limited experience, lack of awareness

According to the survey, 74% of respondents had never experienced an earthquake before—this recent tremor was their first. This shows how new the experience still is for most Thais and may explain why many lack the knowledge or training to respond appropriately in the event of a real emergency.

When asked what they initially thought was happening during the tremor, more than half (53%) believed they were dizzy or about to faint—the author included. This misunderstanding could lead to delayed evacuations or poor decision-making, particularly if a more serious event were to occur in the future.

Gaps in emergency communication

Another critical issue raised by the survey is emergency communication. A striking 72% of respondents said they did not receive any alerts—neither from government agencies nor through automated systems like SMS or mobile apps. Yet when asked how they would prefer to be alerted, 59% said SMS was the most effective channel.

This gap between expectations and actual system performance highlights a serious problem. Without timely alerts, many people may not realize what’s happening—or how serious it could be.

Most Thais “don’t know what to do”

When asked about their behaviour during the tremor, only 16% recognized immediately that it was an earthquake. A majority, again, thought it was dizziness or something health-related, while 11% said they had no idea what was going on.

This underscores a major information gap—one that could prove dangerous. And once people realized it was an earthquake? Only 46% evacuated the building immediately, while 14% continued with their normal activities, doing nothing at all. Clearly, there's still a long way to go in educating the public on proper safety procedures.

Social media as the main source of information

After the event, 31% of people turned to Facebook for earthquake-related news, followed by TV (17%) and TikTok (15%). Social media has become the primary information source in emergencies—but this raises concerns too.

When asked whether they had ever received prior education or preparedness tips for earthquakes, 47% said they had never received any information at all. This lack of proactive education could lead to misinformation, confusion, and poor responses when disaster strikes.

A strong demand for proactive communication

Despite the lack of readiness, there are encouraging signs. When asked whether they’d attend a community or workplace training or workshop on earthquake preparedness, a remarkable 88% said yes. This indicates a clear openness to learning and an eagerness to be better prepared.

When asked what kind of support they wanted from the government or local agencies, 72% said they wanted early-warning alerts, and 63% wanted more public education on earthquake safety. These are actionable insights for public institutions to consider.

It’s time to get serious about preparedness

The findings paint a clear picture: while most Thais are not yet prepared for earthquakes, they are alert, concerned, and ready to learn. If government and private sectors work together to improve warning systems, emergency communication, and public training—especially at the community level—we could turn today’s lack of readiness into tomorrow’s resilience.

In a world where natural disasters are no longer “someone else’s problem,” we all have a role to play. Preparation is no longer optional. Because in a moment where every second counts, knowing what to do can make all the difference—and even save lives.