What’s new this year

At Havas we make a meaningful difference to brands, businesses and people.

Fresh insights from our 2019 study:

Buying today is a political act! 55% of consumers believe brands actually have a more important role than our governments to create a better future!

Our findings show that consumers will reward brands who want to make the world a better place and who reflect their values. Consumers are using their buying power to make a stand!

There’s no question – brand activism will become a part of a brand’s strategy.

People wouldn’t care if 77% of brands disappeared

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Ranking TOP 30 meaningful
brands of 2019

1
74.60
2
73.00
3
71.90
4
71.70
5
71.20
6
71.10
7
71.00
8
70.90
9
70.80
10
70.50
11
70.40
12
70.20
13
70.10
14
69.70
15
69.70
16
69.60
17
69.60
18
69.50
19
69.50
20
69.50
21
69.50
22
69.50
23
69.30
24
69.20
25
69.10
26
69.00
27
68.90
28
68.80
29
68.70
30
68.60

Most meaningful industries
TOP 3 per region

North America
Consumer Goods
Food
Entertainment
West Europe
Retail
Electronics
Food
East Europe
Food
Automotive
Transport
Latin America
Travel & Tourism
Entertainment
Food
South East Asia
Transport
Internet & Media
Travel & Tourism
East Asia
Consumer goods
Financial
Electronics

Ranking content effectiveness
per industry

1
Automotive
2
Electronics
3
Travel & Tourism
4
Consumer goods
5
Food
6
Transport
7
Internet & Media
8
Beverage
9
Retail
10
Telco
11
Healthcare
12
Financial
13
Insurance
14
Restaurants
15
Energy & Utilities

The 6 roles of content

1
Inspire
2
Entertain
3
Educate
4
Inform
5
Help
6
Reward

Expected content roles
vary by industry

Automotive
1
Inspire
2
Help
3
Inform
Electronics
1
Help
2
Inspire
3
Inform
Travel & Tourism
1
Reward
2
Help
3
Inspire
Food
1
Inspire
2
Inform
3
Reward
Personal care
1
Help
2
Inspire
3
Reward
Internet & Media
1
Entertain
2
Inspire
3
Help
Beverage
1
Entertain
2
Inspire
3
Reward