How do people in Vietnam live with climate change now? How will its impacts shape their future, and how will they, in turn, shape their environment? What are the most effective ways to support people to adapt to climate change, and how best can the media, governments, organisations and businesses communicate with them.
Using both quantitative and qualitative research, we have built a nationally representative picture of how different groups of people in Vietnam live and deal with change. This includes their values, livelihoods, use of food, water and energy, family life, worries, what they watch and listen to, whom they trust the most, what they hope for in the future, and the environmental changes they have noticed or deal with already.
This report builds on this research to make recommendations for communication that enables effective action in response to changes in climate. It includes treatments for targeting specific audiences and segments of the population and data on media use.