How can self-awareness of ‘burnout’ be adopted among individuals in Thailand’s creative industries?
According to the survey and interviews that I have done with people who work in creative industries in Thailand,
Burnout is the most common problem, and I found the culture of working in Thailand made people have burnout more.
These are the cultural identities that we have…
hierarchical of job positions (power imbalances)
age and generational gap
workload and salary do not match
tasks the client assigns are not creative enough
work overtime
My previous interventions included art therapy workshops, creative social nights, and creative journals.
They all taught me that people have different ways of coping with themselves and expressing their feelings. Some people reported that the intervention they attend helps them know more about themselves and their burnout.
But I wonder whether they will continue doing this after interventions or not because if they continue, it can show that this thing can help them.
Everything leads to the last intervention in Unit 4.’Expressive writing: Burnout topic.’
In my feedback form, I asked participants, ‘Will you continue with Expressive Writing in the future or not?’
I didn’t ask this question before in my previous interventions.
Two of them said, ‘Maybe’.
Four of them will continue writing.
One of them won’t continue.
She reported, ‘I prefer talking to people more, so I think I’ll go in that direction instead.’
Even she said, ‘Writing it out makes me aware of how we truly feel.’
Intervention results can answer my research question. [especially the last intervention]
With many tools I provide, self-awareness of burnout can be achieved in many ways, depending on the people.
I want to improve the activities to be more onsite for interaction and to observe more behaviours. Also, a longitudinal time horizon for data collection can be used so the research can show how people develop their thoughts and feelings through time changes.
Wattanapume, my expert, suggests creating a shared power space that organises pain-sharing sessions and provides group support. Bosses can listen, and employees can speak freely. People will become more aware when they can express their feelings, share their experiences, and meet others who have faced similar challenges.
…
I am thankful to all the stakeholders and experts involved in my six interventions.
Thitipat Ruamsap, a counsellor and art therapist, helped me from the very beginning.
Wattanapume Laisuwanchai, my expert who helped me with the ideas
Chanaradee Chatrakul Na Aydhya
Pla Thananpaphat Tipruk
Kaitoon Punyaruk Baingern
Praew Kamonluk Kubota
Numpu
Nonthapat Cholavit
People who helped me in interventions both in Bangkok and London
Tan, Punch, Kendo, Wild, Ploy, Ae, Arielle, P’Mind, and Rada
CO-FOUNDER / EXECUTIVE CREATIVE DIRECTOR of Eyedropper Fill
Bangkok-based Multimedia design company specializing in experiential design and interactive design. We use a transdisciplinary approach to experiment and cross-collaborate between skills and media such as moving Image, interactive design, exhibition design and installation art. Our aims are to transform information to experience that expands from screen to tangible reality and to immerse in the moment. Along with their vision to push forward the realms of new media, they also commit to educate, drive and inspire young people by sharing their experiences and processes in numbers of a workshop and talk in universities in Thailand.
Eyedropper Fill has designed a toolkit to assist working professionals in the 25-40 age group based on a survey conducted in Thailand. The survey revealed challenges related to burnout and communication gaps between different generations.
In the Thai work culture, power imbalance and unequal distribution of authority contribute to burnout. The concept of collaboration might be mentioned, but the power dynamics do not align. The prevailing culture emphasizes hierarchy, where those in higher positions hold more power, leading to challenges in effective communication.
Addressing these challenges, Eyedropper Fill initiated a mental health project (พาใจกลับบ้าน Conne(x)t Homecoming) over the past two years. The survey results indicated that burnout is a significant concern, highlighting the need for strategies to improve workplace culture and communication, especially across different generations.
Wattanapume Laisuwanchai
Thoughts from Wattanapume after I shared my project with him:
Creating a shared power space would likely be the most effective solution. This space could serve as a platform where individuals can engage in empathetic sharing and where the voices of those who feel oppressed can be heard. This could involve a setup where subordinates express their thoughts and superiors actively listen, fostering an environment of mutual understanding.
In such a space, individuals who have experienced oppression could share their stories, and leaders could empower them by providing support and encouragement. The goal is to create an atmosphere where voices are heard, and collective empowerment can contribute to positive change. This approach recognises the power dynamics in Thailand, emphasising the importance of shared authority and mutual respect.
Organising pain-sharing sessions is a group support system. When individuals can express their feelings, share their experiences, and encounter others who have gone through similar struggles, it creates a sense of awareness within themselves. These sessions can be a platform for catharsis, fostering a supportive environment where individuals can relate to one another and gain insights into their own emotions and challenges.
In a large company, decisions take time because the clients make us work overtime. However, it follows the creative director’s style. When working for a small company, there is negotiating power with clients, but they have high expectations, expecting work of higher standards than before, and the workload is intense.
Perfectionists are prevalent, mainly creative individuals. The industry trains people to be this way, with awards given to strengthen individuals for dealing with clients. Awards create a belief in our excellence and success in this field. The industry teaches that without ego, we may yield to clients, and the work may not follow the creative lead. In reality, we must lead the clients.
The job forces everyone to work overtime. We have no quality of life in other aspects. We work continuously, unaware of the hours and others must wait for us. Work is the most crucial aspect determining our lives. Initially, many can endure, but do we want to live like this at some point?
If you want to know the future, look at your boss. Do we like it this way? Burnouts will resign without caring, just wanting to stay home.
Pla Thananpaphat Tipruk
We cannot change this industry. Those inside want to leave, and those outside do not want to enter. There is a need for more people in the industry. Some resign to pursue further education. Agencies value portfolios more than qualifications.
People who burnout and continue are aware that we cannot control everything, and we need to let go. They do what they can, understanding that it’s not our fault. They comprehend the uncertainty that already exists in the industry.
When burning out, it feels like having everything one desires but not being happy. There is money, position, and reputation, but it comes with pressure and increased responsibilities. Only later did I realise it’s a double-edged sword. It feels strange not to be happy despite having achieved what was desired. I started observing myself and noticed patterns in situations. Initially, the workload would decrease and things would get easier, but what is beyond our control is substantial. We can’t control clients and timelines.
Pla Thananpaphat Tipruk
Culture: Age Hierarchy
There is pressure that comes from generation to generation. They accept us because we have abilities. We impose pressure on ourselves, hesitating to challenge anything. We follow those with more power and older age. We belong to different generations, and each generation has different core values. The age hierarchy system makes us cautious and afraid to challenge. Even with laws, we hesitate to use them, like in other countries. We find it easier to fix ourselves. It’s easier to resign than to confront.
Pla Thananpaphat Tipruk
Kaitoon Punyaruk Baingern – Creative Group Head
Working extensively, with heavy workloads, seven days a week, and almost to the point of exhaustion, there is no work-life balance. In Thailand, there is a belief that:
1. Clients are like gods; they work irregular hours, and they are reluctant to finish tasks.
2. The working process lacks a systematic approach, both on the client’s side and within our system. Our system becomes chaotic because of them.
3. Senior figures in the advertising industry praise hard work, working until late at night. Even if the work seems okay, they think, “Is it really enough? It can be better,” and end up working until the morning.
In Asian societies, people work to fulfill duties, not necessarily out of passion. In the past, senior figures in advertising didn’t understand the nature of working in the industry. It seemed like they had a special calculator for work and a special passion to work hard. Advertising is not just a profession; it’s a lifestyle. Many deeply believe that advertising is life, not just a job. They work continuously, believing that work-life balance is not as important as passion.
Kaitoon Punyaruk Baingern
In the creative advertising industry, burnout often arises from uninspired tasks. This is because Thai clients tend to be relatively conservative, providing uninspiring briefs and resisting new ideas. We end up doing things that lack creativity, entering a mode where we feel we can only achieve so much.
One way to reduce burnout is by finding personal projects where you can do anything and submit it for awards. This allows you to cater to your own creative ideas, doing something that fulfils your personal needs.
Having worked in a foreign country, not Thailand, I experienced a different perspective on work-life balance. Abroad, there is a belief in adhering to work hours and leaving the office on time. There is a certain level of madness and a willingness to take risks to some extent.
Abroad, there is an understanding that one should work according to their passion, pursuing dreams, and no profession is considered exceptional because everyone is already following their passion.
The definition of passion varies; in Thailand, people sacrifice all their time for their passion, while in foreign countries, work hours are for work, and personal time is for seeking inspiration for their passion.
Kaitoon Punyaruk Baingern
Praew Kamonluk Kubota – Owner of creative agency and Account Executives
The culture in the advertising industry often involves working late, having dinner as if it were another company’s lunch break. When starting my own company, setting boundaries becomes crucial, deciding not to discuss work after six in the evening. There are fewer meetings, and meetings after working hours are avoided.
During the early stages of my career, in the first few years of working, I often cried in the office. This was because of the words and comments from people. We entered this profession with passion, but when we faced the reality that it wasn’t as good as expected, that there were mistakes, it made me cry. Eventually, I decided to resign, and leaving that environment led me to find something better.
Once I started working on my own projects, I gained more control over my work, and things improved.
In the creative industry, there’s a problem where interpersonal issues overshadow the actual work. When you don’t want to encounter certain people or bosses, it leads to the decision to resign. At that time, the analysis might not be clear about whether it’s a people problem or a mismatch with the regular office job. There might be self-blame for not being good enough.
Later on, upon venturing into personal projects, it becomes apparent that it suits better. It’s realized that the issue wasn’t a lack of competence but a mismatch with the regular job. However, the sense of instability arises when working independently, especially in financial aspects. The newfound freedom is valued, and the ability to work in different locations, even abroad or in different provinces, becomes a significant benefit.
In the industry, many individuals transition to other fields. Those who remain often become the top figures, seemingly engaged in a constant process of talent curation. The advertising industry resembles a dream-chasing field, with a perpetual ladder, titles, and the need for awards to reach certain milestones.
Praew Kamonluk Kubota
Numpu – Furniture Designer
I am the only one who is 20s and entered a group mostly in their 30s. Initially, conversations reflected different perspectives. I believe that work-life balance is crucial, and leaving work on time is important. Older generations think working overtime is acceptable, and there shouldn’t be overtime pay.
Throughout my work experience, we’ve never left on time; it’s always been overtime. Our work doesn’t follow a routine; it’s project-based. It feels like being pressured to work overtime without a direct order, or else the work doesn’t get done. When working in the creative field, there are budget constraints, and the pricing is high. The focus is on whether it sells or not, but sometimes, using our design knowledge, we end up feeling foolish for not utilising it more. It’s often just about making it sellable.
Around me, there are mostly experienced individuals who sometimes assign work to us without reason or data.
I became aware of burnout after a while because of an overwhelming workload. In a large company with many competitive designers, the pressure to perform similarly is high. The decrease in staff results in one person taking on more responsibilities. After work, there’s no energy for other activities, such as personal projects or building a personal brand.
The company doesn’t seem fair, with a disparity between workload and compensation. Those with average salaries or lower want to quit entirely. Lunch break discussions become outlets for grievances, showing that the quality of life for designers here is not good. Waiting for salary and bonuses is a common occurrence because large companies offer financial security. The work becomes routine, and there’s no pride in the tasks. The essence and value of design work are not realized. Asking questions like why the passion for design has diminished compared to before. It feels like we’re doing tasks without real creativity, just to meet the demands, and the unrealistic deadlines make it challenging to keep up.
I’m trying to find ways to cope with burnout, but haven’t found a solution. Whether I’m at home or in the bathroom, I find myself sighing a thousand times.I constantly think about how to break free from this loop. However, there’s a plan to change jobs next year, hoping for improvement. The challenge is that I haven’t prepared a portfolio to submit elsewhere.
Initially, it was challenging to accept orders from someone in a higher position. It’s not about age but about the hierarchical structure—those in higher positions have authority to give orders in terms of work. Each team has a leader, and we need to go through them before presenting to clients. Sometimes, team leaders may not always be effective. However, as we prove ourselves over time, they become more receptive. People are not inherently bad.
Numpu
Nonthapat Cholavit – Creative at Wieden + Kennedy Shanghai, China
In the advertising industry, the working process is quite similar everywhere. In Thailand, leaving work is not strictly tied to a specific time. People may start work around 10-11 a.m. and finish on time, or extend until 2 a.m., especially during urgent projects or pitches.The perception is not solely about making money, but rather a desire to produce quality work.
When I was younger, I often found joy in brainstorming at home, aspiring to improve my work. However, as time progressed, the dedication to working on weekends or late into the night continued, driven by a personal commitment to enhancing the quality of work.
In Paris, the work culture is typically from 9:30 a.m. to 6:00 p.m., with little to no work done after that. Contrary to the Thai work culture, Parisians generally do not like working beyond the standard hours. In Thailand, it’s common to schedule work on weekends if necessary, while in Paris, this is not a regular practice.
In Shanghai, the working hours are typically from 9 a.m. to 10 p.m., with some individuals staying until midnight or later. The norm of working late stems from the belief that the work is not good enough yet.
It’s important to note that in Shanghai, people tend to work more intensively compared to the Thai work culture.
In Paris, there is a genuine emphasis on work-life balance. However, some individuals may choose to work simply for the paycheck, with a clear separation between work and personal life. Work is considered just a job for some, and not everyone is equally invested. The value placed on work varies among individuals.
In both Thailand and Shanghai, people generally have a passion for making their work better.
Comparing Shanghai and Thailand, everyone in both places has a passion for making their work better. In Shanghai, if someone works until 3 a.m., they might receive additional benefits such as meal and transportation allowances, as long as it’s not considered an overtime paycheck.
The workload in Thailand and Shanghai is perceived to be quite similar. In Paris, the work environment tends to be lighter, and sometimes there may be a lack of tasks, especially during work-from-home periods, making it feel like there’s not much to do.
Currently, there are no financial issues for me, but work-related challenges are more prominent. Despite doing the work, there’s a sense of feeling lost at times. Working with global leaders is satisfying, and not experiencing burnout is a positive aspect.However, during burnout, thoughts often revolve around questioning the purpose of one’s life, not just the intensity of the workload but also in relation to personal fulfilment.
If burnout is severe and occurs frequently, it indicates that the values in the current environment may not align with personal values. In such cases, planning for a job change may be considered. However, if burnout is within the normal range and there are no significant issues, continuing with the current work may be the best course of action.
I interviewed Fai, a writer and counsellor in Thailand who did a thesis about how expressive writing works well in collective culture countries.
1. Please tell me about your background, education, and career.
My name is Kantaporn Suensilpong (Fai). I’m a writer interested in writing therapy and am also the co-founder of MasterPeace Counselling and Mental Health Services.
I studied communication arts for my bachelor’s degree, majoring in journalism. Having worked on a magazine editorial team for 5 years, I have listened to many kinds of people, from the ordinary to the celebrity, and I have found that I am interested in how people get through life, how they understand life, make it through obstacles, and finally grow. Plus, I have my own mission to deal with my own distress and anxiety. Writing is that thing that helps me get out of difficult situations when my mind is down. So when I quit my beloved job, I chose to study in a field that could lead me to use writing therapy professionally. The answer is a master’s degree in counselling. I’m also doing research about psychological experience in expressive writing and hope I can be a part of sharing wisdom in expressive writing, which has saved my life many times before. (I have my own books as a writer called ‘Magic Moment’ and ‘Dawn’; the content in these 2 books comes from my diary and records the cherishing and transformation moments at ages 25 and 30.)
2. Your thesis was about expressive writing. Can you tell me about it? What did you do, and what did you find out from this?
I did a literature review and found that expressive writing works well in collective culture countries (including Asian countries and Thailand), which do not support people’s own ‘true voice’ ‘true feeling’ ‘true opinion’. Culture affects people’s mental health, and collective culture pushes us to suppress negative feelings. We usually ‘เกรงใจ’ (=consideration for other people’s feelings) which means concern about others’ feelings and thus keep our own needs or own words secretly; we don’t want to bother other people. This fact inspires me so much. So I do qualitative research to listen to the expressive writing experiences of Thai people who have done expressive writing before. I am interested in what issues inspire them to start writing for healing, when and where they want to write to help themselves, how the writing and healing process is going, and what results come from writing. The result confirms that we need the space to ventilate ‘ mind clutter’, including thoughts and feelings, no matter how hurtful they are. Writing helps participants better understand situations and themselves, especially when working with traumatic experiences. They grow up intellectually and spiritually from the struggles they meet. And thanks to writing that literally ‘ save their lives’ in a few participants.
3. After listening to my project and my intervention, what is your advice?
We should focus on helping people in the creative industry realise and be aware of their mental and burnout stages. Not to focus on fixing all burnout. Burnout can happen for many reasons: work, private life, social stress, etc.; not all factors can be fixed. Some of them are uncontrollable. The best choice for this project is to help them check in and know themselves better so they will know their needs, how they want to assist themselves in the hard times, and their goals and values. Helping them know and plan for themselves through writing is what I try to say.
People with burnout are already exhausted; the writing should have some guidelines and the right questions to help them go in the right direction, not just wandering around how much they feel tired and burnt out. Writing questions or guidelines you will give them should be based on burnout research. But firstly, I think it can be separated into 4 parts: 1) Factors that affect burnout 2) What’s going on when they face burnout? How can they know more and notice that burnout is coming or happening? 3) Their goals and values 4) what they plan to do next (tell the manager about workflow, have a day off, find a healthy hobby, make gratitude lists, etc.) so they can explore solutions they have at hand or solutions they haven’t tried.
After they write, you might hold a meeting to have them reflect on what and how they write and what happens when they write. This process is called the ‘feedback loop’. It helps writers explore their writing better and ask about burnout awareness. The only concern is that you have to take care of group dynamics to hold a meeting. (Or have someone help you run the group process.)
4. What do you think about expressive writing being one of the self-awareness tools for individuals in Thailand’s creative industries?
I think it’s a match. Because expressive writing is considered one of the expressive arts, If you don’t write to heal, you can just write to enjoy and catch up with your imagination and ideas, or you might start a new creative project while writing. Writing brings you a flow of creativity, and creative people usually use writing to plan their projects. Writing can be a good partner for someone in their everyday life. That’s why I say it’s a match.
Next, in my opinion, creative people in the creative industry have to carry their good ‘image’ to the public. Writing privately to introspect themselves and see their authentic selves without feeling embarrassed may be a good choice to try. Writing may be a secret healing tool we can provide for ourselves at home than going to a one-on-one therapy session or participating in on-site group therapy.
5. From your point of view, is the environment necessary for expressive writing?
Yes! All of my participants talked about their writing support environment. The environment should provide privacy (both space privacy and time privacy). But privacy for each person may be subjective. One of my participants likes to write in her favourite corner at her favourite cafe. She can write in this area because this corner is quite away from other tables, and this cafe has been her safe space for many years. While other participants said they usually do writing at night, before bed, to reflect on how their day has been going, What’s the issue to reflect on? So I think the environment has meaning for people’s writing. We cannot open ourselves freely if we don’t feel safe enough.
6. If people do not adopt this expressive writing tool, why would that be? In your view?
First, I don’t think everybody has to love to write. Writing is one of the tools we have to try to fit in. I love writing therapy because I love to write. Writing is my channel to process information and ground myself. But no one size fits all. We should not push everybody to use it, but we can suggest they give it a try.
Writing is seen as a ‘hard thing’ to do. We have to be writers to do good writing. However writing therapy is not the case. We have to reassure ourselves that good writing skills are not needed.
Laziness. I also face this issue! Writing therapy, or expressive writing, is better when we write regularly. (Not wanting to write daily is okay, but when you need extra self-care or support, writing to check in with yourself regularly is unquestionably better for taking care of yourself.) But when you have a tough and tiring day, it’s understandable if you want to lay down and passively just scroll through your feeds on your phone. If it’s not laziness that causes people not to write, it may be a not-so-good habit that keeps us doing the same thing: not needing extra energy to do other things we perceive as ‘productive’.
Some may not want to face the issue alone in a private writing session, which is fine. They might fit in with other kinds of therapy with a therapist in the session and help them explore.
