What's Vietnamese for 'angst'? I doubt that many Vietnamese are familiar with this word but in the last two to three years that's how many Vietnamese have come to feel. More and more consumers have entered the disposable income economy. Conspicuous consumption - of apartments, cars, motor cycles, high-end mobiles, air-con as well as well as day-to-day consummables - has resulted in considerable anxiety in how to 'keep up with the neighbours'. The Vietnamese consumer is plagued with affluenza and many are failing to self actualize leading to great angst.

Richard Burrage was the discussion leader at the Mind Exchange forum on May 25h. Richard is the Managing Director of Cimigo and has been a leading consumer research consultant in Vietnam for 13 years. Richard shared his perspective on the forces shaping the overall consumer market and addressed how this social phenomena translates into threats and opportunities for consumable products. 

To download the presentation, click HERE