\u2022 Google, PayPal, Gillette and Johnson & Johnson in top ten Meaningful Brands\u00ae rankings<\/p>\n
\u2022 A massive 77% of brands could simply disappear and no-one would care. This is a three-point rise on previous results!<\/p>\n
\u2022 Meaningful Brands outperform the stock market by 134%<\/p>\n
\u2022 Buying today is a political act: 55% of consumers believe companies have a more important role than governments today in creating a better future<\/p>\n
\u2022 58% of content created by the world\u2019s leading 1800 brands is poor, irrelevant and fails to deliver yet consumers crave meaningful content<\/p>\n
A staggering 77% of brands could disappear and no-one would care, reveal new results from Havas\u2019 global Meaningful Brands\u00ae. Not only is this the highest percentage since Meaningful Brands\u00ae research began in 2008, this is a major three-point hike on the Meaningful Brands\u00ae results.<\/p>\n
Bucking this figure, brands who are meaningful and viewed as making the world a better place are: outperforming the stock market by 134%; and seeing their share of wallet multiply by 9. These brands also lock-in greater returns on KPIs, like 24 points more for purchase intent and 39 points for advocacy.<\/p>\n
These are key findings from Meaningful Brands\u00ae, a far-reaching, global study created by Havas Group of 1800 brands, in 31 countries, with 350,000 respondents, and which links brand performance to our quality of life and wellbeing.<\/p>\n
Buying today is a political act<\/strong><\/p>\n Amid political turmoil, consumers are using their buying power to make a stand. 55%\u00a0of consumers\u00a0believe brands actually have a more important role than our governments to create a better future. Buying today is a political act, and the power of consumers to impact change is greater than ever.<\/p>\n \u201cThere is no doubt about it. Being meaningful is good for business! Our findings show that consumers will reward brands who want to make the world a better place and who reflect their values. A massive 77% of consumers prefer to buy from companies who share their values. Brand activism will become a crucial part of a brand\u2019s strategy,\u201d<\/em> underlines Maria Garrido, Chief Insights Officer, Havas Group and SVP Brand Marketing, Vivendi.<\/p>\n Yannick Bollor\u00e9<\/strong>, Chairman and CEO Havas Group comments: \u201cM<\/em>eaningful Brands<\/em>\u00ae\u00a0reveals that meaningful brands outperform the stock market by <\/em>134%<\/em>. Brands really need to meaningfully engage with their audience to drive business.\u201d<\/em><\/p>\n Meaningful Brands\u00ae results<\/strong><\/p>\n This year\u2019s top ten performing Meaningful Brands\u00ae are: Google, PayPal, Mercedes-Benz, WhatsApp, YouTube, Johnson & Johnson, Gillette, BMW, Microsoft<\/strong> and Danone. <\/strong><\/p>\n Retail, electronics and food<\/strong> are the top three most meaningful industries for Western Europe. Compared to food, automotive and transport for Eastern Europe and consumer goods, food and entertainment for North America.<\/p>\n Over half the content from brands fails to deliver<\/strong><\/p>\n Content is falling massively short of consumer expectations. While 90% of consumers expect brands to provide content, more than half the content from brands is not meaningful to consumers, drowned out by content noise, <\/strong>including 473 000 tweets sent and 4m videos watched on YouTube, every minute.<\/p>\n