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MCWG_Template The Vietnamese Today : Changing Family Demands A PULSE presentation by McCann Erickson Vietnam July 2004 Key Insight Key Insight PULSE : Changing Family Demands Family Builders : The Emerging Vietnamese Moms Key Insights PULSE Findings PULSE Findings Today’s Emerging Mom Today’s Emerging Mom PULSE : Changing Family Demands Career Builders : The ‘MBA’ Generation Key Findings Key Insight Key Insight Key Insight Key Insight PULSE : Changing Family Demands Vietnamese Teens Today : Young Achievers Key Insight Key Insight Key Insight Key Insight Key Insight * * Today’s Vietnamese family is faced with unique challenges brought about by an evolution of needs which appear to be happening faster than it should. How fast ? They never pass through the age of pagers nor analog phones, they went straight to GMS and CDMA technology in just 3 years. From bicycles to motorbikes to automobiles and now SUVs in a span of 5 years Michael Jackson has no relevance to them, Britney has. What threads today’s demands across all groups (FB, IB, CB) is the need for information, news, ideas that will improve their experiences, knowledge and information. They all want to embrace the outside world but appear not to be in a hurry to do so. They are optimistic that gateways will open or have opened for them to enjoy and savor these new ideas from the world. The gateways of new information is coming from the media, IT, education overseas, travel The Emerging Mom Vietnamese moms are at a phase of discovering new information and new technology that is almost of the same level with the youth (eg. Internet, new fun brands, self-improvement gadgets) These new opportunities from current wave of IT have inspired them to think and behave more assertively, more decisively. Stability at home and a healthy family life is still every mom’s ultimate aspiration, however they have opened up to the need for self-improvement in knowledge, in skills, and in experience. Basic va