The report aims to analyze changes in the structure and values of Vietnamese families over the years.
Photo: DVCC
The report was conducted using a combination of quantitative and qualitative research methods on a national scale. The collected data was analyzed over time to compare changes from the past to the present. The scope of the research focused on three main topics: family structure, family cultural values, and family goals in the modern context.
Research shows that Vietnamese families are shrinking. The general trend is moving from traditional multi-generational families to smaller nuclear families. Young couples tend to live separately and have fewer children than before, leading to a decrease in the number of people living together in one household.
In addition, families today often emphasize that each member pursues clear goals in education, career and personal development. This streamlined family restructuring helps each individual have independent space, while the family still maintains cohesion through common goals such as economic success and stability.
HILL Asean Vietnam Team at Sei-katsu-sha Forum 2025
Photo: DVCC
Research shows that generational roles are shifting significantly, with today’s younger generation prioritizing the search for personal identity and autonomy. This difference presents challenges in transmitting traditional cultural values, especially as the level of practice of traditional rituals is also decreasing. However, a segment of young people are seeking to reconnect with their family’s cultural heritage through the media, in order to reconcile tradition and modernity.
In modern society , the concept of Vietnamese family goals has also changed. Young people today emphasize personal development, instead of sacrificing personal goals for the family like previous generations. They believe that when each individual develops well, the family will be stronger. The support model in the family is also changing. Many modern grandparents and parents are willing to support their children financially and give advice on life experiences, rather than just living together to look after their grandchildren or help with housework.
Changes in Vietnamese family structure and values have important implications for businesses and brands. Specifically, businesses can focus on shared family experiences (such as travel, cultural events, life skills workshops), design online education programs to help parents and children learn and develop skills together, or expand financial support services for the elderly... By adjusting products and marketing messages to promote new family values, brands will easily connect emotionally with customers, building trust and loyalty from different generations of consumers.
Source: https://thanhnien.vn/thach-thuc-khi-truyen-tai-gia-tri-truyen-thong-o-gia-dinh-viet-nam-18525031810374865.htm
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