Meaningful Brands increase Wallet Share by up to 9 times. Did you know that meaningful brands outperformed the stock market by a staggering 206% over the last decade? We know that content must connect, resonate, engage, and provide people with value in order to drive business results. According to Havas’ 2017 Meaningful Brands Global Study, 84% of people expect brands to create content that provides solutions, experiences, entertainment, and events. Yet 60% of all content created by brands is inadequate, irrelevant or fails to deliver. The result? Consumers say they wouldn’t care if 74% of brands they use simply disappeared.
Hold up. Consumers would be ok if 74% of brands disappeared? “The results of the Meaningful Brands global study this year show that most brands are investing in content without thinking through carefully what the expectations and the role of content is for them and their industry,” says Maria Garrido, Global Chief Insights and Analytics Officer, Havas Media Group. Think your content doesn’t matter now?
Havas sees a 71% correlation between content effectiveness and the impact a brand has on our personal well being, quality of life, plus its Meaningful Brand ranking. So much so, that 75% of us expect brands to make more of a contribution to our wellbeing and quality of life, yet only 40% believe brands are doing so. Match that with the fact that the study says customers are willing to pay more for “meaningfulness” and that meaningful brand marketing can increase wallet share up to nine times.
Why is it important? I think Yannick Bolloré, Chairman and CEO, Havas Group’s quote for the study says it best, “We live in a world of content overload. A world where every day 500 million tweets, 4.3 billion Facebook messages and 500 million hours of YouTube footage are sent, posted and uploaded. In this world, only brands that form more meaningful connections with people will prosper. It’s no longer enough to produce products that work. Brands need to know why people care, and what makes their brands meaningful.”
Global analysis of 1,500 brands, more than 300,000 people, 33 countries and 15 different industry sectors.
Michael Chase, CMO
St. Joseph Communications