Decision Lab Financial Trends Report 2023

Decision Lab interviewed over a thousand adults in Vietnam throughout April, asking them about their current financial priorities, choices, motivations, and expectations for their financial future. 

Some of the key findings include:

• Saving for unexpected hardship and protecting their families from emergencies are the top financial priorities for half of the respondents;
• Investing is becoming more popular, but consumers are more cautious regarding their risk appetite, preferring safe-haven investments like savings accounts, gold, and securities.
• Digital currencies are an exception, with over half the crypto owners planning to invest more in assets like Bitcoin.

These findings have important implications for banks and financial institutions looking to attract and retain customers in this uncertain market. They need to provide savings and investment products that offer trustworthiness, transparency, and security while also showcasing these values through their marketing messages and brand campaigns.