Case study 6: VIET YOUTH’S VIRTUE NOWADAYS – GAIN AND LOSE

About Project

Challenge

Client is one of the most reputable Vietnamese newspapers featuring the young generation with their ambitions and desires. During the incident of the South East Sea, they decided to launch the series “Pround of Vietnam” approaching young people, with a desire to share their views on the virtues of Vietnam in general and people surrounding in particular. This research will be the first step for forthcoming posts.

Solutions

To get the most unbiased comments, the research was carried out in form of online survey, focusing on range 18-29 yearl-old across two main cities Hanoi and Ho Chi Minh. The list of questions was concisely designed to get the fairest answer for each question.

Result

The research gained high attention among the youth society which has generated more than 1000 completed responses. The results surprised both the editors and the research team. “Hard – working” is the most acknowledged virtue among Vietnamese youngers. According to the research, the younger generation has faded many of the traditional virtues as a result of the rocketing industrialization and modernization. Further, the increasing competitive life has driven youth egocentric instead of community-focus. Nevertheless, it was positive that they dominantly agreed that upholding traditional virtues in front of international friends play an important role so that they would be willing to inherit and maintain the virtues rooted in their traits.