New Havas 2023 Global Meaningful Brands report
Where new cultural and societal forces are changing what it means to be meaningful.
2023 marks an important turning point for two fundamentals of brand culture.
Introduction
The world is at once 15 years on from the Global Economic Crisis – an event that shook a generation and one that led to a revolution of Big Tech, disruptive brands, radical consumer centricity, on-demand commerce, and more. We’re also 15 years on from the launch of B-Corp – then a revelatory concept, that set in motion the idea that businesses could, and should, work for good. The latter is now a globally recognized pillar of being a 21st-century brand. And has created a set of robust principles that are relevant today.
Where do we go from here?
The fundamentals established in the last 15 years are still vital for brands. Being good for the planet and for society is perhaps more important than ever. And more expected than ever, as we saw from this study. But, as people’s lives become more challenging and uncertain, we’re also seeing a re-personalization of brand purpose. One in which people’s day-to-day lives are back in focus. And one in which brands are expected to help make daily life just better… from making every day luxuries affordable; to making tasks simpler, and easier; to making well-being universally accessible. Even when it comes to helping the environment and society, the focus has turned personal. 2023 Meaningful BrandsTM elevate and empower their audiences to be activists, versus acting as the hero themselves. And they let their audiences decide how to invest funds in important work. In other words, purpose just got personal.
What does it mean to be meaningful in 2023?
We’re moving into an era where the world’s biggest problems are being felt on a much more individual level. Meanwhile, as life gets more challenging, people are looking to brands to enhance their lives in both practical and emotional ways. Today’s Meaningful BrandsTM help planet and people – while also enhancing the everyday.
8 ways for Meaningful BrandsTM to grow in 2023
1.Make mental and physical wellness universal . With purpose becoming more personal, and health – physical and emotional – becoming a key priority overall. 2023 Meaningful BrandsTM focus not only on enhancing wellness, but making it available to all.
2.Enable people to do and to feel more. People’s expectations of brands are expanding. More and more, they’re looking to brands to enhance everyday life with joy and personal service. As this progresses, brands are being looked to – especially in their content and brand activations – be service providers, advisors, gurus, and more.
3.Respect and celebrate difference.The expectations and parameters of inclusion generally are becoming more hyperindividual by the second. What started with race and gender has expanded to include neurodiversity, class diversity, and more. And they extend from visibility in marketing to widening opportunity for under- represented groups. Brands in the “Me-conomy” are expected to celebrate and empower diversity in product, service, imaging, content, experiences, and beyond.
4.Let the joy shine through – More brands, through product, messaging or activation are trying to inspire optimism, joy and escapism to people as they grapple with uncertain times.
5.Make it all super seamless for ME- As purpose turns more personal, sometimes a worthy cause is simply being great – removing barriers from people’s lives. In this hypertactical era, sometimes just being functional trumps all brand aspects. Working, understanding my needs and being reliable, is not just a goal, but the win.
6.Unlock accessibility – affordability is the new inclusion In the Havas Meaningful BrandTM study, good value and price consistency were ranked as key attributes among 2023 audiences. Offering products and services at accessible levels is becoming a purpose of its own. 6. +45% on offering range of products that fits my needs +45% on offering good value for my money Most Meaningful Brands™ perform better than average brands on Value attributes
7.Become a platform – enable people to make purpose personal The role of a brand when it comes to purpose is increasingly not to be the celebrity or the savior, but the facilitator. More people want to lead the change when it comes to activism and have brands help them shine. And they are changing their behaviors already to affect social change.
8.Do good without the drama Transparency continues to be a priority – especially about claims. Amid this, brands are taking a new approach where purpose driven activities are positioned with honesty, humility, and sometimes even humor.