Spirit of optimism among Generation Asia in Vietnam

Happiness, ambition, family and optimism emerged as the top values amongst 18-35 year olds in Vietnam, in the most comprehensive attitudinal study ever conducted into that demographic. The findings are part of Y&R’s proprietary research tool Generation Asia, unveiled today at the opening of Y&R Vietnam’s stunning new offices in Ho Chi Minh City.

66% of Generation Asia in Vietnam are optimistic that one day they’ll be rich, and 83% are ambitious that one day they will achieve great things. These attitudes are balanced with a strong belief (74%) that, despite all the change around them, family values remain the same. And 73% of respondents feel that happiness is more important than money.”

“A Generation born into peace, 18-35 year olds in Vietnam believe that despite all the change around them, family values remain the same and happiness is more important that accumulating wealth. They want their lives to positively impact others, and life to them, is about trying new things and experiences,” explained Matthew Collier, Chief Executive Officer Y&R Vietnam.

Continued Collier, “Born into rapid economic growth, they are a Generation filled with optimism about their present and future and firmly believe their lives are far better than their parents’. Genereration Asia in Vietnam is confident they will achieve great personal wealth and do not feel daunted by any of the obstacles on the path to success.”

Vietnam is the first market to unveil its Generation Asia research findings, following an extensive online survey of over 1,400 respondents conducted in both North and South Vietnam in June 2012. Vietnam’s biggest single study into the 18-35 segment, Generation Asia is an in-depth attitudinal study into that demographic across the whole region. It is Asia’s most comprehensive psychographic study in terms of number of respondents, geographical coverage and in-depth insights into 16 key topics.