As you guys would have probably known by now, I work at Havas Media Singapore, and Havas Media has just released the results of an amazing analysis- Meaningful Brands for a Sustainable Future. The purpose of this analysis was to go beyond looking at brand’s short term financial gains when measuring brand strength, and consider how brands effect consumers on a more human level – and how they allow them to create new lifestyles which are more consistent with today’s challenges.
Infographic courtesy of Havas Media- view the full infographic here
10 Key Findings from Havas Media’s Meaningful Brands
1. Truth is, not many consumers will care for most brands - the research has concluded that consumers do not care if 70% of brands did disappear overnight. That’s a staggering number, and it proves that brands need to work at re-connecting with their consumers to continually add value and stay relevant.
2. When was the last time you felt that a brand did add a significant value in improving the quality of your life? According to the research, only 20% of brands passed the mark. Consumers are certainly looking for the additional connection and value add that a brand can bring to their lives.
3. Ikea, Google, Nestle, Danone, Leroy Merlin, Samsung, Microsoft, Sony, Unilever, Bimbo are the top 10 global Meaningful Brands. These brands have impacted consumers the most in a wide spectrum- adding value to their emotional, natural – i.e. sustainability & sense of purpose-, economic, and intellectual well being.
4. Nearly 80% of brands are underperforming in contributing to a consumer’s personal well being. Simply put, if the brands do not find new ways to re-engage their consumers and communities, the challenge to survive will be great. In fact, the brands which WILL survive are the ones who continually improve the well being and quality of life for the consumer- the brands who continually stay meaningful.
5. For the 4th year running, consumer expectations of companies’ responsible behaviour continues to rise. Yes, consumers look to brands beyond providing goods and services. They want to see a role model in a brand- a brand which can identify with them, engage in sustainable activities, and continually add value to their lives.
Infographic courtesy of Havas Media- view the full infographic here
6. The automotive companies have come out tops in this one- Volkswagen, BMW, Toyota and Peugeot have improved the most in helping communities, societies, and the environment.
7. Another interesting insight was how brands have resonated more strongly in Latin America compared to Europe- 30% of brands contribute positively to the lives of consumers in Latin America, compared to just 8% in Europe.
8. Social and environmental issues have been a topic that resonated strongly with consumers- in fact, over 85% of consumers worldwide expect companies to be active in solving these very issues.
9. Consumers are now also willing to pay a premium for a product which is produced responsibly- the numbers have risen from 44% in 2010 to 53% in 2011. The current shift is towards brands which are committed to sustainable initiatives.
10. There is a rising trend of consumers who would punish irresponsible companies – in fact, the figure stands at 44%. Again, this substantiates the fact that consumers are looking out for the role model in a brand- a brand which constantly engages and believes in sustainable activities.
Why is this important?
In the context of today’s demanding environment, consumers are looking for brands they can identify with- brands which positively impact their communities and society tangibly. Brands which are able to contribute to a consumer’s well being. Brands, which are, in short, Meaningful. It’s time to think beyond simply pegging brand strength to brand value and equity. Let us also consider how brands can remain relevant by adding more value in our quality of life- whether as marketers, as brands, or as consumers.
Also, watch what Umair Haque, Director of Havas Media Labs, has to say about why Meaningful Brands matter.
Edit: Thank you, Sean, (2morrowknight) for featuring this in a post here on his awesome blog!
No related posts.
About Christel Quek
