The 2024 edition of Havas‘ global annual ‘Meaningful Brands‘ study has revealed newfound resilience and optimism during a period when global crisis has become the norm.
Commissioned with YouGov, “The Rise of the Change Makers” surveyed more than 156,500 respondents, finding that while 70 per cent of people feel the world is going in the wrong direction globally, 69 per cent won’t let the tough times keep them down. Across 24 markets and more than 2,600 brands, 67 per cent of respondents reported being happy today and 59 per cent feeling optimistic about the future.
“We have been investing in our landmark Meaningful Brands study for more than 16 years, and these insights now take on even greater prominence in our work for clients through our shared Converged strategy and operating system. We launched Converged to transform the client experience by building even more strategic bridges between creativity, media, production, and technology, and a shared understanding of today’s consumers is essential to this vision and to unlocking more meaningful growth for our clients and their brands,” said Yannick Bolloré, chairman and CEO, Havas.
In 2022, The Collins Dictionary named ‘polycrisis’ its word of the year, but, as 2024 nearly ends, Havas finds that ‘permacrisis’ is a more apt descriptor for a landscape where climate change escalates, the cost of living continues to soar, political differences are dramatised amidst the biggest democratic election year in history, and conflict, violence and humanitarian crises affect millions around the world.
However, Havas’ Meaningful Brands study has revealed people are feeling more in control of their lives (56 per cent) and a strong sense of personal agency emerges with 69 per cent trying to be physically and mentally healthy and 63 epr cent trying to be environmentally responsible.
“We’ve entered a new era of agency where the only way to survive is to adapt. We see people take a step forward. They still expect help, and consumer centricity from brands, but they also feel a new sense of optimism and empowerment to affect change and build the future they want,” said Mark Sinnock, Havas’ global chief strategy, data and innovation officer, Havas Creative Network.
“Rather than focusing on ‘changing the world,’ Australians are looking to improve their everyday lives. In a market dominated by duopolies and stifled by competition, the desire for change is turning into action. Across major categories—finance, auto, and retail—we see the rapid growth of brands successfully delivering a superior experience and better value to consumers. The growth of IKEA, BYD, Aldi, and Up Bank are prime examples,” said Olly Taylor, chief strategy officer, Havas Creative Network Australia.
In their own ways, survey respondents expected brands to act decisively. 73 per cent wanted brands to show more humanity and generosity when times are tough. Another 70 per cent expected brands to do more to support local communities/causes. Over half (63 per cent) expected brands to make their day-to-day easier, and another 61 per cent wanted brands to help them save time.
The Havas Meaningful Brands report concludes with five guiding principles for how brands can address people’s new expectations. The first is to invest in pragmatism to support essential needs of saving time/money and simplifying lives. Brands should lead with tech optimism, yet also care and caution; boost holistic health and quality of life across generations and populations; promote purpose and the greater good with act and impact to drive change; celebrate communities and foster connections for a more inclusive future.
