„75% of the brands could disappear tomorrow and nobody would care – they are interchangeable.“

47% of the brands (North America 39%, Aisa 24%) are trustworthy and only 29% of the consumers believe, that brands will fulfill their promises – they evoque mistrust. Yet consumers desperately are looking for brands that make a meaningful difference in contributing to society and the planet.

53% of the people would be willing to pay more for this. These are some of the key aspects, the global study „Meaningful Brands 2021“, conducted by Havas Media Group, reveals.

Source: Havas Media Group. Meaningful Brands 2021.

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No Purpose, No Brand! because many German companies act too ego centric with their brand positioning and try to address broader public with their product but not with their corporate purpose. Yet the purpose explains the „Why“ behind a business and gives the consumer the emotional context, they need to decide for their product.

These are key insights of GLOBEONE from their Brand Purpose Study Germany 2018.

Source: Globeone Consulting. Brand Purpose Study Germany 2018.

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„Building meaningful is good for business“. This is based on the fact that brands that are viewed as making the world a better place are outperforming the stock market by 134%. They also lock in greater returns on KPIs, like 24% points more for purchase intent and 39% points for advocacy, compared to conventional brands. This is what Havas‘ global „Meaningful Brands Study 2019“ makes transparent.

Source: Havas Media Group. Meaningful Brands 2019.

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