For the past 16 years, Havas has been dedicated to understanding and building Meaningful Brands™. Our new 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. The latest study – surveying 93,000 people across 10 global markets, along with 1,900 brands across 45 categories, reveals:
78%
of brands could disappear tomorrow and people wouldn’t care
57%
of people want brands to enable more personal agency
69%
are quick to switch brands if they find a more cost-effective or convenient option
The role of our Meaningful Brands™ study is to explore these shifts – and, in 2025, apathy towards brands is big (and growing). Yet while Iife is difficult for many people, resilience, optimism, and hope are very much part of the zeitgeist. Their needs are not just changing at scale but also at pace, and most brands are failing to keep up. However, our research has identified a group of brands that have cracked the code and are thriving. Their dominant characteristic is dynamic adaptability – the new imperative for brand growth.
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