How the young workforce redefines company culture

Unlike previous generations, Vietnamese Gen Z are vocal and value-driven. A Dreamplex survey found that 77 per cent prioritise mental wellbeing, work-life balance, and flexible arrangements - even over salary.

Meanwhile, according to a survey from a domestic newspaper, 72 per cent insist on work-life balance, 73 per cent seek a fun, active workplace, and 71 per cent want friendly colleagues. And they expect fast, continuous development: a TopCV Vietnam survey reported that 74 per cent desire upskilling and career growth right from day one.

This shift is transforming workplace culture across Vietnam. Companies can no longer rely on rigid hierarchies and annual performance reviews. According to PR Newswire Asia-Pacific, Gen Z demands real-time feedback, clarity, flexibility, and alignment with purpose. Over 90 per cent of Gen Z seek weekly feedback from managers, and 86 per cent prefer autonomy to explore independently before seeking help. Such cultural expectations create a unique challenge for employers: reject them at your own risk.

We have been observing and acting on this transformation. We partner with organisations to redevelop culture, processes, and branding to better resonate with young talent.

Gen Z is also socially conscious. Asia-Pacific Business Review research shows that 85 per cent of Vietnamese Gen Z expect employers to demonstrate sustainability and corporate social responsibility. Companies that fail to align risk losing talent, or never attracting it in the first place.

To respond, it is advised that companies redesign roles for autonomy. Gen Z employees want clear objectives with the flexibility to execute tasks. This reduces micromanagement and boosts engagement. One regional tech company, after redesigning their roles, saw a 32 per cent drop in first-year turnover.

Next, companies should modernise communication. Specifically, instant, two-way digital communication has replaced formal memos. Slack and Microsoft Teams allow Gen Z to express ideas transparently and often, building trust and faster collaboration.

In addition, it is necessary to embed development from day one. With 74 per cent expecting upskilling early, we have helped design learning journeys linked to real roles, using tools like Talentvis Academy to track growth. This approach has improved retention metrics for their clients by up to 25 per cent.

Companies also need to align brands with values. Employer branding is not cosmetic – it is foundational. We work with firms to articulate purpose; environmental, social, and governance credentials; and day-to-day culture in ways that resonate with Gen Z. In one case, a logistics company doubled its Gen Z applicant pool in three months after rebranding with clearer value messaging.

What is more, it is advised that companies reimagine office design. Gen Z values spaces that support both focus and collaboration. Feedback from Talentvis clients reflects demand for wellness zones, flexible seating, and cosy breakout areas, mirroring 80 per cent preferences for comfortable, modern, versatile offices.

Gen Z turnover is notably high in Vietnam. According to Navigos Group, their average job tenure is just 2.2 years, compared to 3.2 years for millennials and 4.3 years for Gen X. Exit interviews often cite “lack of purpose” or “poor leadership” as more common reasons for leaving than salary.

Vietnamese companies now face a clear choice: stick with outdated models and risk losing young talent, or evolve. Gen Z is already reshaping workplace culture, demanding more transparency, empathy, and continuous growth. Employers who respond to these expectations will not just hire, but they will retain and empower the next generation.

For companies ready to adapt, the opportunity to lead is now. The rise of Gen Z is already reshaping the future of work, and those who listen and adapt today will lead tomorrow.