A new market research study from creative consultancy Happiness Saigon challenges the popular narrative surrounding Vietnam’s next generation of consumers.
Titled 'How a No-Kid mindset is redefining Vietnam’s next generation', the report reveals a Gen Z cohort that is far more pragmatic, disciplined, and family-oriented than the impulsive, experience-obsessed 'YOLO' stereotype often portrayed in media.
The study, which surveyed 350 Gen Z respondents (aged 18-26) across Vietnam between November 2025 and January 2026, indicates that while young Vietnamese are adopting 'DINK-like' (Dual Income, No Kids) values of autonomy and self-investment, they are doing so as a survival mechanism in the face of rising living costs rather than a rejection of tradition.
The DINK mindset: Control over rejection
In Vietnam, the DINK concept is no longer just a household structure, it has evolved into a lifestyle philosophy. For Gen Z, it's synonymous with 'freedom' (59.3%) and 'self-investment' (43%). However, this does not mean they are turning their backs on family.
The report finds that while adulthood might look 'unfinished' by traditional standards, with 72.7% still living with their parents, personal autonomy is already in full effect. Nearly all respondents (92%) report fully controlling how their personal income is spent, highlighting that physical living arrangements do not determine decision-making independence. Furthermore, the desire to delay marriage or children is often framed as a responsible choice to ensure financial stability first. Nearly 76% of respondents agreed they would rather build a stable life with a partner before considering children.
"It's not about choosing myself over my family... but more about being independent enough to take care of my own life so I can still support my parents properly," said one 25-year-old female respondent from South Vietnam.
Defensive spending and future readiness
Gen Z’s spending habits reflect a generation that thinks aspirationally but spends defensively. While lifestyle categories like 'experiences' and 'self-care' remain high in current frequency (both around 65-67%), they are balanced against 'obligations; such as savings and family support.
When looking toward the next three years, Gen Z’s intent shifts dramatically toward long-term readiness. The report shows a surge in future spending priority for 'growth' (skills and training) and 'obligations', with these categories more than doubling in priority. Specific spending 'hotspots' for the future include:
Saving and Investment (30%): The clear leader, signalling financial security as the primary response to an uncertain future.
Travel and Leisure (21.4%): Reframed as 'intentional recovery' and an emotional reset rather than impulsive indulgence.
Skills and Training (16.3%): Focused on building capability and future readiness.
Crucially, while spending remains self-led, the allocation for family support is expected to rise from 61.7% today to nearly 70% in the next three years, positioning the family as the primary outward extension of their financial responsibility.
The death of 'purpose' and the rise of utility
Perhaps the most critical takeaway for marketers is the shifting expectation of brands. The study suggests that 'purpose-led' positioning is losing its luster; only 31.5% of Gen Z prioritise brands with a clear 'purpose' over those that focus on features. Instead, they value utility, price fairness, and transparency.
When deciding whether to 'upgrade;' to a more expensive brand, Gen Z relies on real-world proof:
70.6% are convinced by real experiences from people like them.
67.4% look for a 'fair price for value'.
45.7% demand transparent total costs with no hidden fees.
Their preference for local versus global brands is category-specific rather than ideological. Local brands are heavily favoured for Obligations (81%) and Assets (59.1%), while global brands lead in Self-care (64.7%), Entertainment (54.3%), and Growth (51.6%).
Redefining the 'upgrade'
Gen Z shows a clear preference for controlled progression rather than premium extremes. The majority cluster in the upper-middle tier (53.7%), preferring meaningful step-ups that signal better quality without losing control of their budget. Only 11% are comfortable moving into high or premium pricing.
The report signals a need for marketers to move beyond surface-level trends. The opportunity for brands is no longer about amplifying aspiration or 'premium pushing' too early.
"Gen Z evaluates brands through how they help manage life and money, not just through lifestyle symbolism," the report states. To win, brands must earn a stable place in the Gen Z budget by demonstrating operational value and consistency. For agencies, this means moving away from abstract purpose frameworks and toward helping brands demonstrate relevance quickly across touchpoints in increasingly 'skippable' digital environments.
As Vietnam faces a future of evolving demographics and economic pressures, its next generation of consumers is already ahead of the curve—cautious, controlled, and deeply pragmatic.
