Havas Vietnam's latest global study, The New Paths of Trust, surveyed over 14,000 people across 32 markets to uncover how consumer trust is being deconstructed and rebuilt. Here is a quick look at the key differences between Vietnamese and global consumer mindsets:

• Trust as a Core Strength: 83% of Vietnamese Prosumers believe that being able to trust the people around us is a strength, closely mirroring the global Prosumer average of 84%.
• The Return of the CEO: Globally, there is a distinct lack of trust in corporate leadership, with only 17% of Prosumers and 12% of the Mainstream trusting a company's CEO to honestly tell them how the business operates. In stark contrast, Vietnamese consumers look for vertical leadership: 37% of Prosumers and 29% of the Mainstream in Vietnam trust their CEOs to provide honest operational insights.
• Experience Matters: Trust is an ongoing effort. 84% of Prosumers and 89% of the Mainstream in Vietnam agree that trust between people is hard to gain and easy to lose (compared to 89% and 88% globally).