The first-ever “Brand-led Sustainability” forum, held on November 22 in Ho Chi Minh City, brought together over 40 speakers and more than 300 business leaders.

Experts on sustainable development, marketing, and brand building came from leading organizations and multinational corporations worldwide.

Addressing the forum, Mr. Nguyen Ngoc Hoa, Chairman of the Ho Chi Minh City Business Association (HUBA), described this as a “golden moment” to effectively connect resources for sustainable development, enabling Vietnamese brands to reach global prominence and fostering a community of internationally-influential businesses.

“Sustainable development will be a timely, widespread, and meaningful narrative for Vietnam’s national brand, providing a springboard for businesses to thrive in both domestic and international markets,” said Ms. Tran Tue Tri, Co-founder and Senior Advisor of Vietnam Brand Purpose.

She also emphasized that sustainable development is a key differentiator for building Vietnamese brands and establishing them on the global stage.

This is not merely a global trend or a competitive necessity, but also a desire of the people and a key factor for investors and tourists, she added.

According to Ms. Tri, alongside government policies and sustainable corporate governance strategies, brand-led sustainability plays a crucial role. Brands possess significant soft power, strongly influencing public perceptions, shaping consumer behavior, promoting social responsibility, and driving crucial global changes.

“With significant investments in product and service innovations, coupled with widespread promotional campaigns, brands have changed consumer behavior and created new lifestyles,” she said.

The “Brand-led Sustainability” forum aimed to provide lessons learned from successful sustainable brands and consumer research findings.

The goal was to develop a comprehensive framework for brand-led sustainability, enabling businesses to leverage the power of their brands to drive changes in consumer habits and behavior towards sustainable lifestyles and consumption.