At Havas we make a meaningful difference to brands, businesses and people.
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.
|KPIs||Most meaningful brands||Least meaningful brands|
|Overall Impression||80 %||42 %|
|38 %||14 %|
|70 %||29 %|
|Advocacy||76 %||37 %|
|Premium Price||40 %||18 %|
A meaningful brand is defined by its impact on our personal and collective wellbeing, along with its functional benefits. What matters to us can be divided up into:
The MB content framework is unique. This year we covered over 1,800 brands and 43 different content types in order to test over 75,000 content combinations.