Scroll down to discover more from our 2017 findings
Havas Group’s metric
of brand strength.
Analysing the
business benefits
of more meaningful connections since 2008.

New for 2017

Largest global analysis of its kind: 1,500 global brands, more than 300,000 people, 33 countries and 15 different industry sectors

Better business results: Meaningful Brands have outperformed the stock market by 206% over the last 10 years

Global rankings: Discover which brands and industries top the meaningfulness charts

A wake-up call for marketers: Content delivered by brands is underperforming to such an extent that it’s having little impact on business results or people’s lives. 84% of people expect brands to produce content. Yet 60% of all content created by brands is poor, irrelevant or fails to deliver.

New Content Effectiveness Index: Exclusive data that tracks the relationship between a brand’s performance, its meaningfulness and the content it produces.

WHY DOES
MEANINGFULNESS
MATTER?
Meaningful Brands have outperformed the stock market by a staggering 206% over a ten-year period between 2006 and 2016.
Meaningfulness in brand marketing can increase share of wallet by up to nine times.
There’s a 71% correlation between content effectiveness and the impact a brand has on our personal wellbeing, quality of life, plus its Meaningful Brands® ranking.
Meaningful Brands® increase their KPIs by up to 137%.
For every 10% increase in meaningful performance, some of the most common KPIs grow by:
The Wake-Up Call
People wouldn’t care if 74% of the brands they use just disappeared.
75% of us expect brands to make more of a contribution to our wellbeing and quality of life, yet only 40% believe brands are doing so.
60% of content produced by brands is declared as poor, irrelevant or failing to deliver.
‘For 2017, we’ve used the statistical might behind Meaningful Brands® to gain a better understanding of the role content has for the brand and the purpose it serves for people. Surprisingly, the data demonstrates an alarming ineffectiveness of existing brand content. Our expectations for the role or the types of content are simply not being met.’
Maria Garrido, Global Chief Insights & Analytics Officer, Havas Media Group.