For the last seventeen years, Havas has been dedicated to understanding and building Meaningful Brands™. Its annual Meaningful Brands™ report is a landmark study of brand value which interrogates new behaviours, shifting cultural dynamics, and priorities for people, businesses and brands in a complex world. Our latest report surveyed c2,500 Irish participants and over 156,000 people globally, and reveals that:
71%
say they are quick to switch brands if they find a more cost-effective or convenient option
54%
believe private/generic labels offer better value for money than branded products
+35%
of Gen Zers believe the nation is going in the wrong direction
At their best, meaningful brands win people’s loyalty; they occupy a bigger space in culture; they have a deeper resonance in people’s lives; and they set themselves up for the long-term win. In many ways the expectations of brands have never been higher. And we at Havas think that is a good thing.
Find out more about Meaningful Brands
