Havas Sharpens Lens on Diverse Audiences with Inaugural Meaningful Brands™ Special Report

Havas, one of the world’s largest global communications networks, has launched the inaugural 2024 Meaningful Brands™ Special Report in conjunction with Republica Havas and Havas Media Network to sharpen the marketing lens on the fastest growing and most influential audience in the U.S.: diverse consumers. 

Titled “Seize the Moment: Unleashing America’s Full Potential Through Diverse Consumers,” this groundbreaking Special Report presents a close-up and comprehensive look at how Meaningful Brands™ can more successfully connect with and court the nation’s Asian, Black and Hispanic populations across multiple generations. 

The report was previewed in January during a special presentation in partnership with the Association of National Advertisers (ANA) and the Alliance for Inclusive and Multicultural Marketing (AIMM). 

2024 marks the 15th anniversary of Havas’ annual Meaningful Brands™, a proprietary study providing a vital sense check for brands and their marketing plans. Unique to the industry, “Seize the Moment” examines a brand’s impact and equity, based on consumers’ perceptions and expectations across three key pillars: personal, functional, and collective benefits. 

“Republica Havas is honored to be Havas Media’s collaborative partner for this inaugural Special Report that – for the first time in the 15-year history of Meaningful Brands™ – shines the spotlight on diverse consumers to grasp a clear understanding of their aspirations, guardrails, and expectations of brands in today’s world,” explained Catarina Gonçalves, Chief Strategy Officer, Republica Havas – which is minority certified by the National Minority Supplier Development Council (NMSDC) with prestigious Corporate Plus designation. 

“Using valuable insights from Meaningful Brands™, we were able to extract critical information related to the U.S.’s ever-growing multicultural population to research how these audiences differ from their counterparts, and why brands need to pay attention if they hope to succeed with these powerful consumers,” she added. 

With over 57,000 participants, 280+ brands across 31 categories in the United States were surveyed. According to the findings, 54% of U.S. diverse consumers wouldn’t care if brands disappeared tomorrow. But Meaningful Brands™ are poised to win loyalty, occupy a bigger space in culture, and, as such, enjoy long-term growth. Consider the data: America has morphed into one of the world’s most diverse nations, where minority ethnicities now make up 42% of the total U.S. population yet drive 100% of the country’s population growth. 

“The window of opportunity is open for brands to engage with diverse audiences, who are hungry for meaningful connections. This isn’t just about staying relevant; it’s about an untapped business opportunity.” said Liliana Caro, SVP, Strategy & Multicultural for Havas Media Network. “By embracing diverse consumers’ needs and aspirations, brands can elevate their marketing strategies to unprecedented heights, capitalizing on a market that’s not just growing, but also increasingly influential.” 

Designed specifically to help brands prioritize and forge meaningful connections with diverse audiences, the Special Report delivers valuable research and key takeaways – including this five-guideline checklist:  

1. Walk the talk, launch & stay: Transparency and honesty should extend beyond expectations, with a call for concrete action on pressing societal and environmental issues. Brands are urged to act ethically and with integrity.  
2. Be an ally, elevate everyday life: Leading brands will excel by delivering personalized and seamless experiences that resonate with diverse audiences and improve their daily lives. 
3. Behave like a coach: Promote confidence – energizing, and fostering well-being, including mental and physical aspects, is crucial. Brands should offer emotional support, financial wisdom, and contribute to the desire for healthier living.  
4. Be a mentor: Consistently meeting expectations and nurturing consumer connections is vital, with 48% of diverse audiences seeking inspiration from brands. 
5. Act like a challenger: Embracing challenges and driving innovation, creativity, and disruption is key. Brands should aspire to be more than product sellers. 

• Visit Meaningful-Brands.com to view a sample of the special report, “Seize the Moment: Unleashing America’s Full Potential Through Diverse Consumers,” along with past Meaningful Brands™ studies from Havas.