only 28% only 20% · How companies create value matters as much as the products and services they...
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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 MeanIngful Brand Index MBI IndIvIdual wellBeIng collectIve wellBeIng easy life fitness, health self esteem happiness satisfaction finances learning new things values feel part of something help me help others connectivity looking good feeling good improving my skills recycling transparency price, product quality responsible, ethics environmental issues jobs, the economy fair play employee relations social issues working conditions the environment society & community packaging labeling More Brand attachment = 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. Google 3. Nestlé 4. Danone 5. Leroy Merlin 6. Samsung 7. Microsoft 8. Sony 9. Unilever 10. Bimbo 11. LG 12. Philips 13. Apple 14. P&G 15. Mars 16. Volkswagen 17. L’Oréal 18. Walmart 19. Carrefour 20. 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.
Transcript of only 28% only 20% · How companies create value matters as much as the products and services they...
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
=
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.
