Marina Tran Vu: the uncompromising ‘green’ philosophy of a female CEO who has worked at multinational corporations

“When the economy is facing upheavals, many businesses are forced to cut back on ‘luxuries’, and sustainability is often one of the first things to be sacrificed,” says Marina Tran Vu. “This is really disappointing, because in reality, sustainability should be a long-term solution, not just a ‘luxury’ that we care about when things are going well.”

Sustainability in business is not measured solely by production scale. It also lies in operational choices and strategic thinking. While large-scale manufacturing may carry a heavier environmental impact, that does not imply that only smaller enterprises can operate sustainably.

The key lies in adopting responsible practices: transparency in supply chains, the use of renewable resources, and a management style that embraces innovation. There is no returning to the era of manual production, and companies must now find a path that allows both growth and environmental stewardship. More crucially, businesses should not merely respond to demand but guide it, helping consumers understand the real value of sustainable living.

Read more: Pinalina pineapple fabric: the material “weaving” Vietnam’s green dream for sustainable fashion?

One of the biggest obstacles in the wider adoption of eco-friendly goods is the assumption that “green products” are invariably expensive and out of reach. But Marina Tran Vu believes this is a regrettable misconception. “Many people assume that sustainability means high costs, but that is not the case. The high price tag often stems from limited-scale production, which hasn’t yet achieved the efficiency of conventional methods.

Once sustainable goods become mainstream, they could rival, or even undercut, the cost of plastic,” she explains. The idea that “sustainability equals luxury” is, in her view, an unproven stereotype that needs to be challenged.

Another challenge facing “green” brands is greenwashing: the overt use of sustainability to appeal to consumers. But the line between genuine efforts and hype is sometimes blurred. If a product improves its environmental impact by 50 per cent but is not fully biodegradable, is it considered “misleading” to customers? If a brand uses recycled plastic but still requires virgin plastic to ensure quality, is that the right move or merely a marketing strategy? There is no definitive answer, but what matters most is transparency.

For Marina Tran Vu, the most meaningful action a business can take is to be as transparent as possible, something her company strives to uphold. To avoid falling into the greenwashing trap, companies must be clear about the origin of materials, the benefits and limitations of their products, and ultimately allow consumers to decide whether the offering earns their trust. When done well, trust will grow steadily over time.

Ultimately, balancing ethical values with profit is not a concern for sustainable startups alone. It is a challenge for all businesses. At the heart of it lies a simple principle: honesty. No exaggeration, no embellishment, no deception. In an increasingly discerning and sceptical market, what defines a truly sustainable brand is not only the product itself but also the sincerity and long-term commitment to the values it upholds.

Marina Tran Vu believes Vietnam has yet to establish a global reputation for technology or innovation. This limitation makes it easy for Vietnamese brands to fade into the background. One of the key challenges, she notes, is the domestic focus of many Vietnamese companies. Without a global outlook, it is difficult to compete on the international stage. Succeeding abroad requires more than just ambition; it calls for a global mindset across branding, storytelling, product development and strategic execution.

To change this, Vietnamese businesses must nurture a mindset that crosses borders, while also building a strong foundation through education. When the younger generation, especially women, are given early access to science, technology and entrepreneurial thinking, they are empowered to participate in fields where Vietnamese representation is still scarce. This is not only about preparing future leaders; it is a strategic move to help Vietnamese businesses thrive globally.

The current generation of young entrepreneurs has a natural advantage as sustainable development becomes a global movement. But for real breakthroughs to happen, Vietnamese companies must invest in technology, streamline costs and create products that are both environmentally sound and globally relevant.

Sustainability will no longer be judged solely on environmental impact. It will increasingly be linked to affordability and health. The most significant progress will come from innovations in mass production, more intelligent resource management and cost efficiency. As sustainable products become widely accessible and easy to use, the shift towards a green economy will become undeniable.

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