People have a higher sense of resilience, control and a greater sense of optimism to drive a desire for change, according to Havas’ 2024 Meaningful Brands survey.
The agency has measured Meaningful Brands since 2009 and Yannick Bolloré, chairman and CEO of Havas said: “We have been investing in our landmark Meaningful Brands study for more than 16 years, and these insights now take on even greater prominence in our work for clients through our shared Converged strategy and operating system.
“We launched Converged to transform the client experience by building even more strategic bridges between creativity, media, production, and technology, and a shared understanding of today’s consumers is essential to this vision and to unlocking more meaningful growth for our clients and their brands.”
“The Rise of the Change Makers” survey, commissioned with YouGov, had more than 156,500 respondents. It found that while 70% of people feel the world is going in the wrong direction globally, 69% won’t let the tough times keep them down. Across 24 markets and more than 2,600 brands, 67% of respondents reported being happy today, and 59% felt optimistic about the future.
The Havas Meaningful Brands study revealed people are feeling more in control of their lives (56%) and have a strong sense of personal agency, with 69% trying to be physically and mentally healthy and 63% trying to be environmentally responsible. This spells the dawn of a New Era of Agency.
Mark Sinnock, Havas’ Global chief strategy, data and innovation officer, Havas Creative Network explained: “We’ve entered a New Era of Agency where the only way to survive is to adapt. We see people take a step forward. They still expect help, and consumer centricity from brands, but they also feel a new sense of optimism and empowerment to affect change and build the future they want.”
The study highlights the new times of hyper-change are affecting people in different ways. Havas distinguishes six different psychographic portraits to reveal how the desire and the need for change are manifesting across the general population – the Faces of Change. This illustrates a range of expectations for the changes people want to see in their lives, in society and for the planet.
This includes committed citizens, progressive optimists, carefree pragmatists, pressured advocates, challenged sceptics, and disengaged pessimists.
The report noted that while there are different ways to respond to adversity, the faces of change are united by the expectation for brands to act decisively, understand their personal needs, and, most importantly, put them in the driving seat.
The results revealed 73% of those surveyed believe brands should show more humanity and generosity when time are tough, 71% should do more for the good of society and the future of our planet, and 70% should improve support in local communities/causes.
Meanwhile, 68% of respondents said brands should help them save money, 63% said brands should make their day-to-day life easier, and 61% said they should help them save time.
The report also highlights key insights from their analysis of the Most Meaningful Brands in 2024. It concludes with five guiding principles for how brands can address people’s new expectations, empowering them to become Change Makers themselves:
• Invest in pragmatism to support essential needs of saving time/money and simplifying lives.
• Lead with tech optimism, yet also care and caution.
• Boost holistic health and quality of life across generations and populations.
• Promote purpose and the greater good with act and impact to drive change.
• Celebrate communities and foster connections for a more inclusive future.
Olly Taylor, chief strategy officer of Havas Creative Network Australia, said: “Rather than focusing on ‘changing the world,’ Australians are looking to improve their everyday lives. In a market dominated by duopolies and stifled by competition, the desire for change is turning into action.
“Across major categories—finance, auto, and retail—we see the rapid growth of brands successfully delivering a superior experience and better value to consumers. The growth of IKEA, BYD, Aldi, and Up Bank are prime examples.”