Havas’ 2024 Meaningful Brands™ Global Report: People Face ‘Permacrises’ with Resilience
We have been investing in our landmark Meaningful Brands™ study for more than 16 years, and these insights now take on even greater prominence in our work for clients through our shared Converged strategy and operating system. We launched Converged to transform our client experience by building even more strategic bridges between creativity, media, production, and technology, and a shared understanding of today’s consumers is essential to this vision and to unlocking more meaningful growth for our clients and their brands.
We’ve entered a New Era of Agency where the only way to survive is to adapt. We see people take a step forward. They still expect help, and consumer centricity from brands, but they also feel a new sense of optimism and empowerment to affect change and build the future they want.
The results of this year’s Meaningful Brands™ study are heartening. People are far from blind to the challenges in the world today, but they feel a sense of agency over their happiness. Brands that understand this new resilient and optimistic consumer and empower them to build the life that they want, will build loyal, lasting relationships with their customers.
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