Havas has measured Meaningful Brands™ annually since 2009. Now, nearly 16 years into this landmark proprietary study, our Meaningful Brands™ study continues to be a vital sense check about people’s aspirations, guardrails and expectations of brands.

The role of Meaningful Brands™ is to explore these shifts. It’s to examine what brands are having outside resonance in people’s lives, but crucially identify what sets these winning brands apart from the rest. By doing so, Havas continues to evolve the playbook of how brands can be meaningful in people’s lives.

Meaningful Brands™ at their best win people’s loyalty; they occupy a bigger space in culture; and they also set themselves up for long-term growth. ​They combine purpose with customer centricity to not just grow, but “grow well,” giving back to the people and the planet. In many ways, the expectations of brands have never been higher. But we at Havas think that is a good thing.