How companies create value matters as much as the products and services they provide. People expect companies to behave ethically and transparently

So what is a meaningful brand?

Meaningful brands enhance the wellbeing of individuals, communities and the environment, making people and society flourish

Meaningful Brands for a sustainable future challenges traditional marketing definitions of brand value

of consumers worldwide expect companies to become actively involved in solving social and environmental issues

would pay more for products produced in a socially responsible way

feel that they can make a company behave more responsibly. We feel more empowered

trust companies more if they produce responsible goods

85%

53%

57%

72%

Improving wellbeing is an opportunity and an imperative for brands

But cynicism is rising

Only 20% of global brands noticeably improve people’s quality of life

People would not care if 70% of brands disappeared

Brands are becoming increasingly irrelevant to people… We need a new way to measure and build brand value

Higher Meaningful Brand Index

MeanIngfulBrand Index

MBI

IndIvIdual wellBeIng

collectIvewellBeIng

easy lifefitness, health

self esteemhappiness

satisfactionfinances

learning new thingsvalues

feel part of somethinghelp me help others

connectivitylooking goodfeeling good

improving my skills

recyclingtransparencyprice, product qualityresponsible, ethicsenvironmental issuesjobs, the economyfair playemployee relationssocial issuesworking conditionsthe environmentsociety & communitypackaginglabeling

More Brand attachment

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Meaningful Brands: who are they?

Many people perceive that these brands are contributing significantly to improve their personal lives in a relevant and sustainable way. These brands systematically improve our personal and collective wellbeing and are rewarded by stronger brand equity and attachment.

64% think most companies are trying to be responsible only to improve their image

only 28% of consumers worldwide think that companies today are working hard to solve the big social and environmental challenges people care about

only 20% trust companies when they communicate about their social/environmental commitments and initiatives

Meaningful Brands, Havas Media’s global index and analysis, shows us how brands can enhance and re define their relationships with consumers to become more meaningful. The project uses our proprietary research to explore the links between brands, societies and individuals and is the first of its kind to be able to link brands to consumers’ sense of wellbeing. Its foundations rest on a piece of research that spans 14 countries, 300 brands and takes into account the views of 50,000 people.

www.havasmedia.com

top 20 global brands according to Havas Media’s Meaningful Brand Index

1. IKEA 2. Google3. Nestlé 4. Danone5. Leroy Merlin6. Samsung7. Microsoft8. Sony9. Unilever10. Bimbo11. LG12. Philips13. Apple14. P&G15. Mars16. Volkswagen17. L’Oréal18. Walmart19. Carrefour20. Coca-Cola

what do consumers think?

The Meaningful Brand Index shows that the more the brand

contributes to improve the wellbeing of individuals,

communities and the environ-ment, the more meaningful

it becomes.