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About
Meaningful
Brandstm
Discover Havas’s proprietary studies and the latest edition of the Global Meaningful Brands️ report
  • 161,000+ people
  • 30 markets
  • 782,000+ data points
  • 2,200+ global brands
  • 47 categories

How it all started

Now in its 15th year, our unique, data-driven Meaningful Brands™ research has guided our strategic approach and process to deliver on our Havas mission to make a meaningful difference to the brands, businesses and people we work with
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15 years

Havas has measured Meaningful Brands™ annually since 2009. Now, nearly 15 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

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Our role

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 ​

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Insights

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

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Key pillars

The methodology examines a brand‘s impact and equity based on consumers’ perceptions and expectations across three key pillars:
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Functional benefits
Rational benefits focused on product functionality, customer service, interactivity, and technology
Personal benefits
Messaging and behaviors that connect on an individual basis and serve a specific personal need, want or feel
Collective benefits
Company initiatives, actions, and impact that respond and connect at social and cultural levels
The most Meaningful Brands™ are the ones performing well on all three metrics. In recent years, we’ve seen people increasingly focused on brands’ expanding societal and environmental roles, and a desire to build communities
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