Marketers seeking to engage young consumers in Vietnam will need to strike the right balance between traditional values and a desire to tap new trends, a study has revealed.
Y&R Vietnam, the agency, polled over 1,400 people in the 18-35 year old demographic, and discovered 83 percent were ambitious, while two-thirds proved optimistic about becoming affluent.
A further 74 percent, however, agreed established family values remained in place despite the fast pace of GDP growth being experienced in the country, which is one of the "Next 11" group of highly promising emerging markets.
(Source: Warc.com)