Complex economic, social and local crises — ranging from climate change and political instability to rising costs of living — continue to accelerate and create pressures on people’s lives. However, consumers’ relationship with uncertainty is shifting. Havas’ 2024 Meaningful Brands global report, “The Rise of the Change Makers,” found that resilience and optimism are stronger than ever. Despite the constant disruptions, people are determined to take control of their lives and make impactful changes.
“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 Converged strategy and operating system,” says Yannick Bolloré, chairman and CEO, Havas. “A shared understanding of today’s consumers is essential to this vision and to unlocking more meaningful growth for our clients and their brands.”
Resilience amid crises
Commissioned in partnership with YouGov, the survey of over 156,500 respondents across 24 markets and over 2,600 brands offer a comprehensive picture of how individuals are adapting to permacrises. This term reflects the ongoing state of global turbulence, and the mounting challenges faced by individuals today. Yet, the findings suggest that instead of succumbing to despair, people are rising above the chaos.
While 70% of respondents believe the world is headed in the wrong direction, a nearly equal 69% are determined not to let these hardships bring them down. Despite the widespread sense of global misdirection, 67% report being happy today and 59% feel optimistic about the future. This positive mindset is fueling a movement of change makers who feel empowered to adapt and create the future they want.
A new era of agency
One of the key revelations of the study is a rise in personal agency. The majority of respondents (56%) feel a stronger sense of control over their lives, with many focusing on physical and mental well-being (69%) and environmental responsibility (63%).
“We’ve entered a new era of agency where the only way to survive is to adapt,” explains Mark Sinnock, global chief strategy, data and innovation officer, Havas Creative Network. “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.”
This newfound sense of control is reshaping consumer expectations. People are demanding more from the brands they support. Nearly three-quarters expect brands to show more humanity and generosity during tough times (73%), to do more for society and the planet (71%), and to support local communities (70%). Additionally, consumers want brands to help them take control of their own lives by saving money (68%), making their day-to-day lives easier (63%) and saving time (61%).
To capture how different groups are responding to this era of hyper-change, Havas identifies six faces of change: the committed citizens, progressive optimists, carefree pragmatists, pressured advocates, challenged skeptics and disengaged pessimists. While these groups differ in how they approach the future, they share common expectations from brands in terms of supporting personal well-being, societal change and environmental responsibility. Brands that cater to these evolving needs will have a significant advantage over others.
Implications for brands
This new sense of agency creates a lot of opportunities for brands to connect with empowered, resilient consumers, but also new pressures. Brands need to shift their thinking in more radical ways to become drivers of change.
“Change makers can be people but also brands,” says Seema Patel, managing director, global intelligence at Havas Media Network. “The key is empowering audiences and becoming platforms for change in both their own actions and what they offer.”
Five tactical ways brands can explore change is by investing in pragmatism to support needs such as saving time and money; leading with tech optimism, care and caution; boosting holistic health and well-being across generations; promoting purpose and the greater good to drive impactful change; and celebrating communities while fostering inclusivity and connection.
“The results of this year’s Meaningful Brands study are heartening,” says Joanna Lawrence, global chief strategy officer, Havas Media Network. “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 them.”
The world may be in a state of permacrisis, but people are adapting, finding new ways to thrive and looking to the future with renewed hope. Brands that want to stand out should embrace a human centric, active, collaborative approach, help consumers navigate these uncertain times and become part of positive change. Ultimately, they stand to gain not only trust but also loyalty in this new era of agency.
Download Havas’ Meaningful Brands 2024 Global Report, “The Rise of the Change Makers,” and visit meaningful-brands.com for more insight into how brands can drive progress and connect better with consumers.
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