This presentation is made by Cimigo. Please note the source in terms of publishing in any case.

1. Gen Z in Vietnam
The craving guiltless generation
2011

2. Gen Z Report – Readers Notice
GenZ Report is based on research conducted by Cimigo and free to download for
everybody. Please respect the following terms of usage:
• You are welcome to use all or parts of the Generation Z report in your internal business
presentations provided Cimigo is shown as the source.
• Please respect the Cimigo Use and Limitations of Use of Content as detailed at
www.cimigo.vn .
• Should you wish to share this presentation outside of your organisation please do not
forward it; simply direct the intended recipient to www.cimigo.vn to register and
download this presentation free of charge.

3. Agenda
 Reminder on the approach
 Snapshot of a generation
 Glance at 6 major consumption trends
 Zooming in at Gen Z relationships with brands
 Summing 'up on Gen Z insights

4. Approach
Urbane
Qualitative Online Youth In-depth interviews and
Community hang-out sessions with
with teenagers aged 15 to teens (15 to 18yo)
19 yo

5. Snapshot of a generation
Gen Z - rapid change, affluence and multiple choice

6. Shifts in ‘life paradigms’
BEFORE NOW
Controlled information Greater access to information
- More avenues for learning
- More sources of influence
Frugal living Abundant living
- Overt show of wealth
- Optimism about the future
- Changing values
Focus on duty to the family Shifting focus to self-definition
Pressure to conform Pressure to succeed
Over controlled from family Need of caring and sharing from
parents

7. Pre-teen Gen Z – all about ME!
Indulgent
Identify Impress
and (notice)
understand
Impatient Individual
Include

8. Older Gen Z– all about MORE
Maximize
MY Youth
Challenging Inspire
MORE MORE
Develop
and learn
MORE

9. Opposing pressures
Hyper-
Insecurity
individualism
“I feel confident “Who will help
when I know I me?”
look good.”
“I am me. I
“I should be
don’t want to “What will I “My parents
recognized
be mistaken do in the have no time
for my
for someone future?” for me.”
talents.”
else.”

10. 4 key need states
• Being a part of • Have
something, capable/successful
• Differences/ self image in other’s
identity eye
• Mimic/ imitate • Expression/
others Entrepreneur
Integration Recognition
• Freedom from Independence Inspiration
parents’ control • Stimulation/
guidance or
• Private spaces: encouragement
study abroad,
internet, friend • Inspirational
crews… idols/persons

11. Progression but disorientation, study pressure, lack of family support
 What are my goals?
Which major should I choose? Confusion
over life  How do I become an
What is my career direction? adult?
direction
 How will I achieve
them?
Family
• Lack of Study
communication
& guidance from
parents • Overwhelming
• Unhappy family work load
• Over-controlling
teachers
Friends & Internet are Teen’s resort

12. From “we” to “me”, family to global village, duty to indulgence
“I am curious, and active. Want to have as many friends as possible that why I
joined many clubs/ extra-curriculum activities” - Young adult males 19, HCM
“I just want to have an easy life, find a stable job” – Teen Male Hanoi
“My biggest dream is to have a happy family. It’s not only for me but also for other
members as well.” Teen Female 17, HN
I hope that our family will back again. So that we can all stay together my dad, mom
and me, but it’s impossible – Teen girl 16, Hanoi
“Be true to your self, you can cry when you sad even if you are a boy” – Teen Male
18, HCM

13. 6 major trends
Hyper Search for role
digitalization models Self definition
Experience Guiltless self-
seeking Novelty addicted indulgence

14. 1st major trend
Hyper
digitalization

15. 95% of urban Gen Z are online
Cimigo NetCitizens 2011,
download at www.cimigo.vn

16. Key sites
Websites visited most often by 15 -24 year
olds %
Zing 55
Google 53
Facebook 24
Yahoo 21
kenh14.vn 16
dantri.com.vn 16
nhaccuatui.com 15
vnexpress.net 12
youtube.com 9
24h.com.vn 8
Cimigo NetCitizens 2011,
ngoisao.net 7 download at www.cimigo.vn

17. Enormous opportunities for brand engagement
Consumers’ initiatives Retail brands
“Online buying together” for
super cheap price wins young
Vietnamese hearts
A number retail brands focusing
on digital products have been
successful by raising their
professionalism and credibility

18. Implications
Encourage
consumer participation
through digital means!

19. Implications
Disseminate information. Be there where they can find you.
Danone builds a community on 2 fronts. Through the Facebook Causes application.
Pharmaceutical companies
are using branded channels
in YouTube to communicate
directly with consumers.
Build an online community around the brand.
Pepsi’s Refresh invests the
brand in community-building
projects.

20. Implications
 Encourage user-generated content: inviting customers to share their stories is a
way of eliciting a WOM endorsement
Taking off from its
association with storytelling
among mothers and young
children, it launched a
storytelling telling
competition online.
 Engage you consumer in co-creation activities
All united under a central
platform
Crowd sourcing.
20
Co-creation Labs

21. 2nd major trend
Search for role
models

22. Look for life skills
Communication Inform yourself on
courses at Life key topics
and Culture (entertainment
House places, sex,
John Robert fashion)
Powers Vietnam:
learn to build your
‘brand’ image

23. Rise of new influencers
• Lifestyle • Defining
• Aesthetics success
• Defining • Status
beauty • Future
• Cosmetics aspirations (Ly
(Uyen Linh, Quy Trung, Pho 24
Vietnam Idol) Media Business CEO)
Crowd Crowd
Tech Family &
Crowd Friends
• Innovation • Look to for
• New emotional &
experiences moral support
• Opinions (Gao, • Nurturing &
hot blogger) Love (mom,
brother/sister,
close friends)

24. Hot blogger – self identities and personal brand building
Gao Robey Meo Ac
Notorious
Literary Life
foody
experience
s
Target audience of those hot blogger are TEEN & YOUNG ADULT which
lead to several personal careConnect with
 Lifestyle focus 
& high-tech brands consider them as a
 Food
channel to reach their target consumers specialized
 Strongly aspire showbiz and
for material life entertainment  Busy schedule
 Promote inner celebrities -enjoyed
strength  Write  Wise
 Appearance controversial  Open minded
driven commentaries
 Aim to become  Brand oriented
super woman
More than 9,000 friends in Facebook

25. Implications
 In terms of identity, brands expected to be
“understanding adults”
– Experts (older teens)
– Cool partners (pre-teems)
 In terms of message:
– Gen Z needs to be enabled to dare, to enact their
dreams
– They need expertise and for them it is established
by a mix of both offline and online ‘news’ about a
role model’s ‘success’ (think PR and 360 degree
communication).
 Surf of the rise of new local influencers
– Choose the right brand ambassadors
– Develop advocacy amongst well-chosen bloggers
– Identify, measure and track the action of the
influencers amongst your target audience.

26. 3rd major trend
Self definition

27. Today’s medium for self expression
Online activities of 15-24 year olds %
- Visiting forum 56
- Visiting a social network 55
- Visiting blogs 48
- Writing blogs 32
Cimigo NetCitizens 2011,
- Posting in forum 25 download at www.cimigo.vn
27

28. Breaking away from the culture of conformity - softly
Definition of Develop personal Look for hyper
personal spaces creativity recognition
Online blogging and You
Tube Look at being famous and
successful
Localize foreign
entertainment platform
Define you personal
spaces (places to hang
out)
Participate in public
competition
Fashion accessorizes
Upgrade traditional art
standard Attend new talent
competition. Make up to
Mobile phones and code look alike some celebrities
Linto and post it online

29. Brands as enablers of self-expression and personal talent
Pepsi “path to
success”, Karaoke
Online, Pepsi Talent
Show 2009
Samsung Monte –
More Yamaha 2010:
You the original colors show your personality
Phaner Pie:
“Express yourself
without limitations.”

30. Implications
 Huge room for NDP across categories in a playful and stylish
way;
– Ephemeral/easy to wash hair coloring
– Hair and make-up accessories
– Make-up and coloring kits as per occasion of use
 In terms of message, story-telling with consumer at the center:
– I invent, create, test and myself continuously.
 Emulate the spirit of competition and contest.

31. 4th major trend
Experience
seeking

32. Open to trying new, out-of-the-ordinary and out-of-the-category experiences
Vietnamese youth:
56% like challenges
39% like adventurous things
58% exercise regularly for fitness
THRILLS & SPILLS ADVENTURE &
(Younger Z) DISCOVERY
- Exciting moments (Older Z)
that give them a - Experiences that will
‘high’ enhance their life
The conventional education
- Shared with a group - Looking for meaning
system and family living style in
Vietnam bring a thirst for more - Susceptible to fads / - More discerning
real-life, out of the book, out of anything new about choices
home experiences. E.g. 3D movies, - Prioritize applicable
theme park rides to career & success
- E.g. Travel, Study
Abroad

33. It’s all about maximized experiences
Experiential products Experiential brands
 Website - Lively (3D effect) and
user-friendly lay-out
 Unique – allow consumer to create
party online
 Connection – can share with
friends

34. Implications
 Innovations which offer new experiences .This discourages
lapsing because of messaging fatigue.
 Testing new product ideas through actual consumer experience
is also a good application of the experience seeking trend.
 Develop product stories and experiential marketing;
– Viral marketing and internet animation
– 3D product mix
– Recreational distribution and activation
 And for the younger, media planning incorporating 3D movie
theaters.

35. 5th major trend
Novelty addicted

36. Vietnamese youth look for the latest technology
 Net suppliers are fighting to get Teenager
segment by offering new network options
– Vinaphone, Mobiphone opened Teen
Gate, Q Teen, Q Student providing teen
games, teen media and using teen image
to polish brand.
– Viettel: many new competitions to which
teenagers are the most enthusiastic.
– 47% of 15-24 year olds access the
internet form their mobile phone. (Cimigo
This brings Vietnam as top position on Google NetCitizens 2011).
Trends’ list of the countries that have the
strongest interest in 3G.

37. Catching up with trends is an obsession
 Due to the limitation of parents’ allowance and permission as well as
low infrastructure of the country, Vietnamese youth are struggling to :
– Catch up with global youth
– Fill the lack of playgrounds
– Fill the lack of art
– Make dream of fame and success come true
– Satisfy curiosity and the drive for discovery

38. Implications
 Innovation and newness from brands seen as a key KPIs by youth.
 Reinvigorate brand benefits; new trial is inevitable!
 Key brands that have the Gen Z as their core target will start evolving
more complex product portfolios.
 Shorter innovation cycle-times will affect NPD processes. This will
necessitate planning for fast adoption as well as fast drop-off.
 In terms of communication, ‘New news’ must constantly feed Gen Z’s
short attention spans.

39. 6th major trend
Guiltless self-
indulgence

40. Guiltless self-indulgence
Need to Freedom
Access
diffuse to
(Money)
pressure Indulge
Performance pressure Increased affluence
(from parents & school) of the family
Peer pressure (keep up No hesitation on
with friends) spending for
themselves

41. Due to limited income, looks mainly for small pleasures
Yoghurt bars Design and quality
in fresh dairy
Premium coffee shops
Personal care and
accessories

42. Implications
 Sensorial consumer experience might be the basis for segmenting
certain markets, developing portfolios and growing brands.
 In terms of communication, sensorial cues for key categories such as
personal care will evolve to include indulgence symbols.
 In terms of trade and distribution, retail channels will start to become
more concept-oriented, evolving from being a mere shop with shelves
where one buys products to representing a current contemporary idea
in support of the Gen Z-ers.

43. Zooming in at Gen Z brands

44. The older fringe of Gen Z relates to experiential and iconic brands that will
allow them to gain identity and status
Popularity Efficient
Quality
Available
Innovation Experiential
Popular
Leadership Stylish Enables self
expression
Contemporary
Trendy My own self but still
part of the bunch
Trendy
Outstanding
Confident
One of the crowd
In progress

45. The younger fringe of Gen Z focus on approachability and emotional bonding
Enjoyable Popular
Acceptable Approachable
quality
Youthful Active Colorful Stylish
Experiential
Fun Lively Inspiring
Passionate Modern
Contemporary Friendly Energetic
Be part of
group
Stylish Entertaining
Cool
Dynamic
Approachable
One of crowd

46. Key Gen Z insights and implications for brands

47. Gen Z summary
 4 key need states to remember:
– Integration
– Inspiration
– Independence
– Recognition
 6 consumption trends that open venues for consumer-dialogue and
innovation
– Hyper digitalization
– Search for role models
– Self-assertion and self-definition
– Experience seeking
– Novelty addiction
– Guiltless self-indulgence

48. What implications for Hyper Digitalization?
Portfolio/Brand Development:
 Encourage co-creation and develop products/services aligned to Gen Z
expectations.
 Collaborative programs will make them feel they have a stake in your brand.
Communications:
 Strong, active, relevant presence online.
 Incorporating digital content (viral videos, songs, etc.) into marketing efforts
may help fast-track brands into mainstream consciousness, creating more
frequent points of contact.
Trade/Distribution:
 Support store presence with a linked online presence that they can consult
BEFORE they go to your store. Give them a reason keep connected even
when they are not in your retail location.

49. What implications for the search for Role Models?
 There is opportunity for new brands to influence and redefine behaviors and
attitudes.
 Gen Z will expect new information, best practices and a lot of how-to
communications relating to proper product use. These may sound like basic
educational communication, except that talking to Gen Z must always be at
their level. Adult experts talking down to them does not establish the
connection needed to influence attitudes and subsequent behavior.
 Expertise to the Gen Z-ers is established by a mix of both offline and online
‘news’ about a role model’s ‘success’. Therefore, PR, especially when
involving 360 communication is a must when building credibility with the Gen
Z.
 There might evolve a clear delineation between current, accessible, friendly
brands that the younger ones consume now and aspirational brands that
older Gen Z-ers use to assure them of their progress towards success.

50. What implications for Self-Assertion and Self-Definition?
 Portfolio
– Brands that are currently enablers of self-definition will have to keep
evolving with their consumers. This may mean new product introductions
through variants or new brands.
 Communications
– Brand communications must make use of specific relevant insights that
connect with Gen Z’s experiences. Generic global executions will not cut
through unless these sharply address Gen Z insights.
– There is much opportunity to develop emotional messaging on claiming
and defining their own ‘spaces’, in both the physical and virtual worlds.

51. What implications for Experience Seeking?
 Portfolio
– Innovations which offer new experiences .This discourages lapsing because of
messaging fatigue.
– Testing new product ideas through actual consumer experience is also a good
application of the experience seeking trend.
 Communications
– Integrated marketing communications will get bigger as brands continue to expand
their communication touch points beyond the Activations and ATL.
 Trade/Distribution
– Understanding purchase triggers within experiential hotspots for our the Gen Z
target can link closely with mobile applications that are geo-sensitive. We can
remind / induce purchase where it is most relevant.

52. What implications for Novelty Addiction?
 Portfolio
– Key brands that have the Gen Z as their core target will start evolving
more complex product portfolios.
– These portfolios will be designed to offer something new to an every
increasing number of niche values. Once these niche values become
mainstream similar ones will merge and create general values.
 Communications
– ‘New news’ must constantly feed Gen Z’s short attention spans. However
these news must support (and build up to) a core essence, otherwise
these will not carve out a significant for the brand.
 Trade/Distribution
– Restaurant and retail chains that are not linked to heritage values will
require refurbishing of either the concept or the location every few years.

53. What implications Guiltless self-indulgence?
 Portfolio
– Sensorial consumer experience might be the basis for segmenting certain
markets, developing portfolios and growing brands.
 Communications
– Sensorial cues for key categories such as personal care will evolve to
include indulgence symbols.
 Trade/Distribution
– Retail channels will start to become more concept-oriented, evolving from
being a mere shop with shelves where one buys products to representing
a current contemporary idea in support of the Gen Z-ers.

54. Voice of the Consumer
gracielasylva@cimigo.com
thangdo@cimigo.com
riapuangco@cimigo.com
richardburrage@cimigo.com