Being meaningful is good for business
Havas Group has unveiled the results of its Meaningful Brands® 2019 study which links brand performance to our quality of life and wellbeing.
Key findings suggest being meaningful is good for business: 77% of consumers buy brands who share their values; while meaningful brands outperform the stock market by 134% and see their market share multiply by 9.
Created by Havas Group, Meaningful Brands® 2019 is a far-reaching, global study of 1800 brands, in 31 countries, with 350,000 respondents. The 2019 study found that the top 10 most meaningful brands in 2019 are: Google, PayPal, Mercedes-Benz, WhatsApp, YouTube, Johnson & Johnson, Gillette, BMW, Microsoft and Danone.
Over half the content from brands fails to deliver
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.
Tracking the relationship between a brand’s performance, its meaningfulness and the content it produces, Meaningful Brands® 2019 shows brands urgently need to ramp up the effectiveness of their content to engage with people and boost business returns.