Vietnam youth care more for happiness than making money: survey

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The current young generation in Vietnam is more optimistic about life, want to be active and puts happiness above money, a new survey finds.

The international commercial communications network Y&R polled 1,400 people between 18 and 35 years of age in Vietnam, the generations born in peace time and exposed to better development chances.

Matthew Collier, CEO of Y&R Vietnam, said in a press release that Vietnamese youth want to be a positive influence. Life for them is nonstop experience of new happenings, he said.

Born in a growing economy, the youth are "fully" optimistic about the present and the future, and have strong confidence that their life will be much better than previous generations.

They're willing to conquer challenges, believing it's a path to success, he said.

The survey found 73 percent of them consider happiness more important than money.

As many as 83 percent of the respondents emphasized "being calm and happy" as a major way to stay in good condition.

Optimistic in a rich future, they still consider family values more important than making money.

They are confident that Vietnam's family values will remain strong even as other things keep changing, the survey found.

Most Vietnamese youths also say that they support a more environmentally friendly life, including organic food. Sixty-three percent said they would buy an environmentally- friendly vehicle while 80 percent of the female respondents said being heathy is beautiful and cosmetics are not as necessary.

83 percent said universities should reduce time spent on theory and that courses should be more realistic experiences that give them a better chance to find jobs in the future.

More Vietnamese youth care more for orthodox news publications than tabloids and 62 percent consider sports not just a game but a bridge to relationships.

Collier said the survey provides data to help marketers to strike the right balance between traditional values and material desires to engage young consumers in Vietnam, news website VnExpress reported.

Hari Ramanathan, who directly conducted the surveys in nine Asian countries, said the company wants people to know what the youth want.

The company claimed this was Asia's largest "ideological survey", covering youth trends in China, Hong Kong, India, Indonesia, Malaysia, the Philippines, South Korea, Thailand and Vietnam.

The survey was conducted online in June and Vietnam's poll results were the first to be released.

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