New Havas Meaningful Brands™ Global report
Welcome to the “Me-conomy”
72% of people are tired of brands pretending they want to help society when they just want to make money
68% feel the world is going in the wrong direction, at a global level
1 in 3 people report being personally affected by at least one crisis on an everyday level
1 in 3 people agree that brands should satisfy their individual needs first, before taking a wider role in society
71% of people believe that companies and brands should be doing more to improve and support their health and well-being
Now in its 15th year, our unique, data-driven Meaningful Brands™ research has guided our strategic approach and process to deliver on our Havas mission to make a meaningful difference to the brands, businesses and people we work with.
For this new edition, Havas has partnered with leading pollster YouGov.
In the first phase of the research, we surveyed more than 91,000 people across 10 markets, generating 782,000+ data points across 1,300 global brands and 42 categories.