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Welcome to Meaningful
Brands ^tm

Discover Havas’s proprietary studies and the latest edition of the Global Meaningful Brands^TM report

Dynamic Adaptability

Meaningful Brands™
2025 Global report

The Rise of
the Change Makers

Meaningful Brands™
2024 Global report

Unleash
America’s Full
Potential

Meaningful Brands™ 2024
Special report – US diversity

Welcome
to the
Me-conomy

Meaningful Brands™
2023 Global report

The Client
Agency
Barometer

Meaningful Brands™
2022 Special report

The Age of
Cynicism

Meaningful Brands™
2021 Global report

2025 2024 2023 2022 2021

Newest highlight

78%

of brands could disappear tomorrow, people wouldn’t care.

People’s expectations of brands are changing, accelerating, and expanding and brands are failing to keep up with people’s rising sense of agency. Yet, a small group of brands are proving that it’s possible not just to survive in this dynamic context but also to thrive by adapting fluidly to people’s diverse needs.

2025 report

57%

of people want brands to enable more personal agency

…meeting their needs as consumers, humans and citizens.

2025 report

X2.3

Dynamic adaptability significantly strengthens people’s attachment to brands

…while people wouldn’t care if 78% of brands disappeared tomorrow, the most dynamic brands are rewarded with more than twice the levels of attachment.