This Tết, demand more from your brands

Tet is coming and this Tet's gonna be even more heated than the last Tet. The math is simple: economic pressure, increasing uncertainty at the bottom of the pyramic and maybe so much more.

What will the brands, your brands will do?

Please don't pressure just advertising agency or creative people to bear responsibility for "attention, interaction and purchase metrics".

Where is our bravery in down time, hardship and decreasing consumption?

As a marketers and brand guardians, in good time, there are millions of campaign ideas and activation themes to be cheerful, daring, unlock potential etc.

How about hard time? How about a time that demands the role of the brands and its emotional, functional connection? Will just TVC and hyperpersonalization on Digital can really help? How do we tackling not just individual "void" but also collective emotion?

Tet is both "reality" and "emotion(al)" period. Where all the consuemers might be just Vietnamese, might be just a normal person with "lots of strings attached" and confusion.

We might think, the ads should pump out the same old festive cheer. "Buy this, experience that!"

Totally tone-deaf. Disconnected.

This Tet, we need to be more attuned. More human. Less about pushing products, more about sharing stories. Stories that resonate with the quiet anxieties, the unspoken hopes.

This Tet, let's put the Tet back to the season.

This Tet, let's celebrate together not just tell the consumers what to do.

This Tet, let's make it less burden, less thinking, less worrying, less "tension and here is solution".

This Tet, let's have story, let be empathetic.

This Tet, please have Tet, before the brand, the creative, the communication.

We are all have to do something, let's hold space for each other and be real in "sharing the load", in a practical yet creative and magical way.

Remember that old Vietnamese proverb? "Nghe tiếng gió biết hướng nào." Listen to the wind and you'll know where it's blowing.

Well, the wind is whispering a different story this year. A story of economic hardship, of uncertainty, of families struggling to make ends meet.

So let's ditch the fireworks and the fanfare. Let's trade the hard sell for a gentle touch. Let's show that we understand, that we empathize.

Maybe it's a quiet campaign that celebrates resilience. Or a simple initiative that helps ease the burden on families. Or maybe, just maybe, it's as simple as listening. Really listening. To the stories whispered in the marketplace, the concerns shared over cups of trà đá.

Because at the end of the day, brands are about people. And this Tet, people need more than just a sales pitch. They need a connection. A shared understanding. A little bit of hope in a world that feels increasingly uncertain.

Let's give them that. Let's make this Tet a time for empathy, for genuine connection, for stories that touch the heart, not just the wallet.

And how to let the brands, your brands know?

Maybe just talk about this alot. Facebook/Tiktok/IG and so many will hear!