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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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How research can help understand and close the gap in inequality
In our latest white paper 'More equal than others', we delve into the challenges posed by inequality, highlighting its various dimensions and shedding light on the imperative for proactive efforts to address it head-on.
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Conversations with AI: How generative AI and qualitative research will benefit each other
Generative AI could be an enabler to deliver faster, cheaper, and better research results, but the key is asking the right questions.