10 Marketing Communications Trends in Vietnam in 2025

Every year for the past decade, I have made it a tradition to predict 10 key trends in marketing and communications. These predictions are not just guesses—they are built on a foundation of insights gathered from clients, discussions with industry experts, observations of worldwide trends, and rigorous research conducted by our dedicated R&D unit. By combining these perspectives, I aim to provide actionable and forward-thinking guidance that is particularly beneficial for CEOs and marketers navigating the ever-changing landscape of marcom. A special thanks to Endeavor for the opportunity to share these insights and help shape the future of marketing and communications in 2025 and beyond!

1. GenAI and the Revolution in Marketing Communications If there is one “hot” topic that has dominated discussions recently and will continue to do so for years to come, it is Generative AI and the revolution it brings. GenAI is set to become the core of all marketing communication activities, from research, strategy development, design, production, to execution. This technology enables faster and deeper data analysis, accurate trend forecasting, personalized content for individual customers, and real-time campaign automation. GenAI not only optimizes efficiency but also reduces costs, opening new competitive opportunities for both large and small businesses. Learning and applying Generative AI will undoubtedly be one of the most discussed topics in the coming year.

2. Personalization in Marketing and Communication Activities The advancement of GenAI will make large-scale personalized marketing a reality, allowing brands to focus more deeply on micro-segments of their customer base. While complete individual-level personalization has not yet been achieved, communication campaigns are increasingly optimized to suit groups of customers with similar characteristics and needs. This experimental approach not only enhances effectiveness but also strengthens connection and loyalty with customers.

3. More Experimentation in Shaping Marketing Communications for Gen Z The growing purchasing power and influence of Gen Z are forcing major brands to ramp up efforts to reach this customer group. However, they are still struggling to shape optimal channel strategies and content for this elusive generation. The generational gap between corporate marketing teams—mainly Millennials or Gen Y—and Gen Z results in a lack of clarity in understanding this cohort’s consumer habits and media preferences. As a consequence, brands must rely on continuous experimentation, facing both successes and failures, to uncover the right formula.

4. The Ongoing Trend of Marketing Communications through Entertainment The trend of entertainment continues to take center stage in marketing and communication strategies, as I predicted last year. The resounding success of shows like Anh Trai V??t Ngàn Ch?ng Gai (Brother Crossing Hurdles) and Anh Trai Say Hi (Brother Says Hi) demonstrates the high demand for entertainment content among audiences. In a context of economic uncertainty, consumers turn to entertainment not only for relaxation but also as an escape from daily pressures and stress. This drives brands to make stronger investments in entertainment-related content, from collaborating with blockbuster shows to creating new, innovative forms of entertainment.

However, the challenge is not merely “chasing” trends but ensuring that the content aligns with the brand’s values, fosters long-term connections with audiences, and remains competitive in an increasingly dynamic market. While brands last year focused on building awareness, this year, they must prioritize converting awareness into actionable impact on the audience of popular entertainment programs.

5. Sensory Marketing and Voice Marketing Begin to Take Shape A new generation of increasingly “lazy” consumers is reshaping how brands develop their marketing strategies. They expect every experience to be quick, convenient, and require minimal effort. This shift presents a significant opportunity for sensory marketing, where brands leverage sound, visuals, scent, and touch to create deeper, more accessible experiences. Campaigns now go beyond delivering messages; they stimulate the senses, enabling consumers to “feel” the brand in a natural and pleasant way.

Within this context, voice marketing emerges as a powerful tool, as technology increasingly meets the demand for audio-based interaction. Applications like voice-enabled ChatGPT are revolutionizing how users communicate and access information, especially for generations who prefer natural, hands-free interactions. From searching for products and placing orders through voice commands to using virtual assistants for personalized experiences, voice technology becomes a direct bridge between brands and consumers, offering unparalleled convenience and a sense of closeness.

6. Business Influencers Expanding into the Corporate Sector In 2025, the trend of Business Influencer Marketing (BI) will continue to solidify its importance, as I predicted last year. As the effectiveness of earned and paid media channels wanes due to saturation and declining consumer trust, the role of owned media (company-owned channels) and shared media (community-shared platforms) becomes more prominent. In this landscape, building business influencers—leaders and experts within organizations—becomes a strategic necessity to harness the power of owned and shared channels.

Companies like FPT exemplify the success of this model, with their leaders becoming reputable BI figures who not only represent the brand but also bring tangible value to their industries. In 2025, businesses will go beyond developing individual leaders, encouraging more key personnel within organizations to build their personal brands. BI serves as a bridge to enhance brand credibility, foster customer trust, and boost community engagement. This trend reflects a long-term shift in how companies approach and sustain relationships with stakeholders in an increasingly fragmented media environment.

7. Aligning with the Mainstream Narrative in Vietnam In 2025, Vietnam's political landscape is undergoing significant transformations with revolutionary changes in political discourse. Topics like combating waste, streamlining administrative apparatus, and preparations for the National Party Congress have become focal points of social and political discussions. These are not only state strategies but also factors that profoundly influence public perception and expectations.

In this context, the tone of corporate messaging must adapt significantly to align with the spirit of the times. Messages emphasizing efficiency, transparency, and streamlining will take precedence in communication campaigns. Skillfully demonstrating a commitment to aligning with national goals will not only help brands avoid public backlash but also foster empathy and trust from customers and the community. This marks a significant turning point in how businesses build their image and interact with society.

8. Traditional Media Systems Undergoing a New Transformation In 2025, the streamlining of administrative structures and the restructuring of traditional media organizations will lead to significant disruptions in the media industry. While not completely “paralyzed,” the downsizing of scale and resources will challenge traditional press agencies to maintain the quality and speed of their information delivery. As a result, a significant number of journalists and editors will leave their familiar roles to seek opportunities in other fields, particularly in marketing communications and digital content.

These changes will have several critical consequences. First, the labor market in the media sector will become more competitive than ever, with a sharp increase in experienced professionals adapting to new environments. This could lead to a reassessment of labor value in the industry, particularly for skills in writing, analysis, and content management.

Second, the information gap left by the decline of traditional journalism will be filled by digital platforms and social media, where businesses and organizations must independently produce and distribute content. This demands not only strong investments in creative content capabilities but also greater caution in maintaining quality and accuracy in messaging.

Lastly, the shift of personnel to new fields creates opportunities for the marketing communications sector to tap into a rich pool of experienced talent from journalism. However, companies in this industry must ensure internal stability to prevent their teams from gravitating toward seemingly “safer” fields, causing imbalance in their workforce. This is a pivotal moment for organizations to reassess their human resources strategies and adaptability to maximize opportunities in this evolving landscape.

9. ESG Takes a Backseat in Communications In 2025, with the return of President Trump and the shifts in the policy direction of his administration, the discourse around ESG (Environmental, Social, and Governance) is experiencing a period of decline. Known for prioritizing domestic production and reducing regulatory barriers, particularly in the environmental sector, the Trump administration’s stance has driven businesses in the U.S. – and globally affected corporations – to shift their focus from sustainable commitments to more immediate priorities, such as maintaining production, optimizing costs, and safeguarding profits amid a volatile global economy.

As a result, ESG is no longer the "trend" it has been in recent years, when green initiatives and sustainability were viewed as central strategies for building brand value and attracting investment. Companies now face the pressure of survival under tightened resources, leading to the deprioritization of ESG activities, which often require significant investment and yield long-term rather than immediate benefits.

However, this decline does not imply the complete disappearance of ESG. Markets outside the U.S., particularly in Europe and Asia, where strict sustainability policies remain in place, continue to demand high ESG standards. This creates a dual challenge for multinational corporations: meeting varying expectations across markets while balancing resources to remain competitive in a survival-driven context.

For marketing communications, the shifting discourse on ESG means brands must adjust their tone and messaging. Instead of grand declarations about sustainability, campaigns will focus more on economic efficiency, delivering direct value, and making tangible, measurable commitments. This is a time for companies to redefine sustainability, not just through the lens of environmental impact but also in terms of operational resilience and benefits to the community.

10. Communication Crises Remain a Hot Topic Policy changes and dominant social discourses indicate that 2025 will continue to be a peak period for communication crises, where any misstep in corporate statements or actions can be amplified and heavily criticized. Given the political sensitivities and the intensity of social issues, businesses need to be more prepared than ever, from developing detailed crisis management scenarios to training spokespersons.

This is a critical test of communication management capabilities, where caution and acuity will determine whether a company’s reputation is protected or lost. The ability to navigate these turbulent waters with precision and responsiveness will set apart the leaders in reputation management, turning crises into opportunities to reinforce trust and credibility.