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Havas' Meaningful Brands 2019: How Being Meaningful is Good for Business

  • 77% of brands could simply disappear and no-one would care
  • This year’s top ten performing Meaningful Brands® include Google, PayPal, Gillette and Johnson & Johnson
  • 55% of consumers believe companies have a more important role than governments in creating a better future 
  • 58% of content created by the world’s leading 1800 brands is poor, irrelevant and fails to deliver - yet consumers crave meaningful content
  • Meaningful Brands® is a global study created by Havas Group of 1800 brands, in 31 countries, with 350,000 respondents, linking brand performance to quality of life and wellbeing

77% of brands could disappear and no-one would care, reveal new results from Havas’ global Meaningful Brands® 2019.

Brands who are meaningful and viewed as making the world a better place are outperforming the stock market by 134%; and seeing their share of wallet multiply by nine.

The study has revealed this year’s top ten performing Meaningful Brands® as: Google, PayPal, Mercedes-Benz, WhatsApp, YouTube, Johnson & Johnson, Gillette, BMW, Microsoft and Danone.

Maria Garrido, Chief Insights Officer, Havas Group and SVP Brand Marketing, Vivendi, comments: “There is no doubt about it. Being meaningful is good for business! Our findings show that consumers will reward brands who want to make the world a better place and who reflect their values. A massive 77% of consumers prefer to buy from companies who share their values. Brand activism will become a crucial part of a brand’s strategy.”

Other key findings are:

  • Amid political turmoil, consumers are using their buying power to make a stand. 55% of consumers believe brands actually have a more important role than our governments to create a better future. Buying today is a political act, and the power of consumers to impact change is greater than ever.  
  • Content is falling massively short of consumer expectations. While 90% of consumers expect brands to provide content, more than half the content from brands is not meaningful to consumers, drowned out by content noise, including 473 000 tweets sent and 4m videos watched on YouTube, every minute.
  • Tracking the relationship between a brand’s performance, its meaningfulness and the content it produces, Meaningful Brands® 2019 shows brands urgently need to ramp up the effectiveness of their content to engage with people and boost business returns.
  • Yet meaningful definitely delivers. Meaningful Brands® 2019 reveals a 72% correlation between content effectiveness and a brand’s impact on personal wellbeing. The greater the impact on making us happier, the more meaningful a brand becomes -- being meaningful is definitely good for business.


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