Vietnamese women are increasingly making significant strides on the global stage, breaking down traditional gender roles and challenging societal norms. 

Despite their considerable influence on consumer behaviour and societal trends, they often remain underrepresented in traditional media and advertising.

Angelique and Duong from NOI Agency shed light on the unique qualities and aspirations of Vietnamese women, and how to effectively understand and address their specific needs and preferences.

Key takeaways:

Vietnamese women are major influences in modern Vietnam society

5 tips for brands that want to come to Vietnam and start marketing to Vietnamese women

The challenges Vietnamese women are facing

The (under)representation of Vietnamese women in advertising

Vietnam is set to be a significant driver of the next chapter of Asia’s consumption story.

According to McKinsey, 40% of the population are members of the consuming class.

Within this high-consuming society, women control 80% of the purchasing power.

In a household, women often are the one in charge of purchasing and money management.

From home-care supply, child’s education, to vehicles and house-purchasing, women are taking the lead everywhere.

So how can brands approach Vietnamese women the right way? 

To effectively market to Vietnamese women, Angelique and Duong offer the following five tips:

Understand the culture and local nuances: Vietnam is a diverse country with varying regional preferences and cultural nuances. Brands should conduct thorough market research to understand these differences and tailor their marketing strategies accordingly.

Word-of-mouth marketing: Vietnamese women highly value recommendations from friends and family. Brands should focus on building strong relationships with influencers and encouraging positive word-of-mouth marketing.

Utilise e-commerce platforms: E-commerce is rapidly growing in Vietnam, making it an essential channel for reaching consumers. Brands should invest in strong e-commerce platforms and optimise their online presence.

Build a strong community: Creating a community around your brand can help foster loyalty and engagement. Organise events, social media campaigns, or online forums to connect with your target audience.

Emphasise quality and sustainability: Vietnamese women are increasingly conscious of product quality and sustainability. Highlight the eco-friendly aspects of your products and prioritise quality over quantity.

Being the one mainly in charge of the family’s consumption, but somehow women’s voices are yet to be heard.

Understanding this, Angelique and Duong started NOI - an agency that creates communities and safe spaces for Vietnamese women to share their stories.

NOI believes that any voice has power and that every opinion has a value.

Especially for women, having a safe space to freely express their feelings, share their problems feels like a breath of fresh air.

Women’s need to share their story is not new - They have been doing it for decades.

Before the internet, women chatted with their friends, neighbours or parents.

Now, through platforms like NOI - women can freely talk about anything and everything, with anyone around the globe.

Being the one making 80% of purchasing decisions, but somehow Vietnamese’ women are still highly under-represented in advertising.

For example, a brand of pads - a product that directly targeted women - is still advertising the product without understanding women’s insight - by showing how a woman can confidently jump up and down, dancing around all day during her period.

By understanding and addressing the unique needs and preferences of Vietnamese women, brands can not only tap into a powerful consumer market but also contribute to a more inclusive and equitable society.

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