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57% APAC citizens if given the choice, would prefer to have grown up at the time when their parents were children
The rosy retrospection of nostalgia provides fertile territory for brand activations. Help customers to find the feel-good factor in their past
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90% of Vietnamese say the world is changing too fast
Helping people feel stable and valued helps them to deal with uncertainty and inequality
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86% of Vietnamese say they try to buy products from brands that act responsibly, even if it means spending more
There are signs of a reset in attitudes towards wealth, money, and status. Many people want brands to help society, and claim to be prepared to pay more to support them.
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92% of Vietnamese consumers agree that it is up to everyone to work out their own set of principles to guide their decisions
Divisions can be created by inequalities and rising diversity, but they also create fertile territory where brands can have a voice
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89% of Vietnamese think globalisation is 'good for my country'
Over the past year, there has been a marked return to global brands, but the industry is still seeking the right balance between global and local
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91% of Vietnamese feel it is possible for a brand to support good causes and make money at the same time
Corporations are responding to calls for fairness and support for key issues by making an effort to demonstrate their empathy.
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85% of Vietnamese feel that it is inevitable that we lose privacy in the future because of technological developments
While there is concern about loss of privacy, most feel it is inevitable. Still, businesses cannot take access to private data for granted.
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79% of Vietnamese cannot imagine life without the internet
People need to be persuaded that new technologies will improve their lives rather an adopting them without question
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91% of Vietnamese feel that we are heading for environment disaster unless we change our habits quickly
Climate change has become a visceral reality and people want collaborative leadership
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Ipsos at Cannes Lions Festival 2023 to demonstrate how Creativity x Empathy puts the extra in the ordinary for brand success
At Cannes Lions, Ipsos experts we will bring the latest trends, insights, and creative breakthroughs that are shaping the Turbulent Twenties and highlight new analysis on the three things that have been revealed as fundamental driving brand growth.