'The Science of Desire' is a landmark global study from Havas exploring how brands build desire, and how desire powers business growth.
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In a marketing ecosystem powered by algorithms, the conditions for growth have never looked more favourable. More data, more touchpoints, more tools.
Marketers have never had more capabilities to build exposure for brands.
Yet too many are using these capabilities in a way that optimises away from the very conditions that create growth, prioritising efficiency over effectiveness, reach over resonance. Being seen is not the same as being wanted.
So, what makes people want a brand? The answers lie in something as old as human nature itself: desire.
of brands suffer from indifference
brands achieve just 61% of their desire potential
that leaves 39% of untapped potential
'The Science of Desire' is a landmark global study from Havas exploring how brands build desire, and how desire powers business growth.