- Home > Cimigo Youth Report in Vietnam – Vietnam’s Generation Z
Born in the 90s and now 15 to 19 years old, Gen Z in Vietnam is the first generation starting to think like their global peers. Their attitudes highlight the start of a huge cultural shift in Vietnamese values. Gen Z has been born into a more abundant world. More access to information and influencers. More focused on self identification than family values. More pressure to succeed than to conform. Gen Z strives for independence, recognition, integration and inspiration. Cimigo’s report highlights 6 trends that characterize Generation Z; 1.Their hyper- connectivity (95% of them are online). 2.The quest for role models in a society where the generation gap is huge. 3.Self-definition and self assertion in a new value system where performance has become more important than conformity. 4.Experience-seeking as a means to gain knowledge and self-confidence. 5.Craving for newness (for the thrill of it but also in order to upgrade one’s lifestyle standards). 6.Guiltless self-indulgence, which clearly differs from the norms of a traditionally duty-oriented culture. Cimigo Youth Report in Vietnam which is conducted by market reseach company also looks into youth expectations towards brands and provides a glance at potential implications for portfolio, communication and channels strategies.

Mark Ratcliff - Managing Director
The team at Cimigo are my favourite researchers in South East Asia. They’ve proved adept at tackling the most private and complex personal issues at qualitative research level, not flinching when the client endlessly chopped and changed fieldwork timing, or ramped up the workload without warning. They have recruited the most extraordinarily niche consumers without pause or complaint. Their patience with clients and their flexibility and hard work that went above and beyond what was initially asked of them on two projects relating to sexual behaviour means there is now no other research company we would choose to work with in that part of Asia. The fact they also pulled off a third project for us so well, on men’s relationship with beer and beer advertising, shows they have breadth of expertise— we still quote from the report they produced.
The team at Cimigo are my favourite researchers in South East Asia. They’ve proved adept at tackling the most private and complex personal issues at qualitative research level, not flinching when the client endlessly chopped and changed fieldwork timing, or ramped up the workload without warning. They have recruited the most extraordinarily niche consumers without pause or complaint. Their patience with clients and their flexibility and hard work that went above and beyond what was initially asked of them on two projects relating to sexual behaviour means there is now no other research company we would choose to work with in that part of Asia. The fact they also pulled off a third project for us so well, on men’s relationship with beer and beer advertising, shows they have breadth of expertise— we still quote from the report they produced.

Sam Houston - Chief Executive Officer

Minh Thu - Consumer Market Insights Manager

Travis Mitchell - Executive Director

Malcolm Farmer - Managing Director

Hy Vu - Head of Research Department

Steve Kretschmer - Executive Director

Joe Nelson - New Zealand Consulate General

York Spencer - Global Marketing Director

Laura Baines - Programmes Snr Manager

Mai Trang - Brand Manager of Romano

Hanh Dang - Product Marketing Manager

Luan Nguyen - Market Research Team Leader

Max Lee - Project Manager

Chris Elkin - Founder

Ronald Reagan - Deputy Group Head After Sales & CS Operation

Ha Dinh - Project Lead

Matt Thwaites - Commercial Director

Joyce - Pricing Manager

Dr. Jean-Marcel Guillon - Chief Executive Officer

Anya Nipper - Project Coordination Director

Janine Katzberg - Projects Director

Rick Reid - Creative Director

Private English Language Schools - Chief Executive Officer

Chad Ovel - Partner

Thanyachat Auttanukune - Board of Management

Thuy Le - Consumer Insight Manager

Kelly Vo - Founder & Host

Hamish Glendinning - Business Lead

Aashish Kapoor - Head of Marketing

Richard Willis - Director

Thu Phung - CTI Manager

Tania Desela - Senior Product Manager

Dennis Kurnia - Head of Consumer Insights

Aimee Shear - Senior Research Executive

Louise Knox - Consumer Technical Insights

Geert Heestermans - Marketing Director

Linda Yeoh - CMI Manager

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