Havas Report Reveals "Greater Sense of Optimism"

In a world where constant disruptions and crises have become the status quo, Havas’ 2024 MB™ report, “The Rise of the Change Makers” reveals people’s higher level of resilience and control and a greater sense of optimism driving a desire for change.

Havas has published the 2024 edition of its Global annual Meaningful Brands™ study, revealing newfound resilience and optimism during a period when global crisis has become the norm. Havas has measured Meaningful Brands™ annually since 2009, furthering a commitment to bringing data science, insights, and an understanding of people to the core of its strategic methodology across businesses, brands, and markets.

“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 the 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,” says Yannick Bolloré, chairman and CEO, Havas.

Commissioned with YouGov, “The Rise of the Change Makers” surveyed more than 156,500 respondents, finding that while 70% of people feel the world is going in the wrong direction globally, 69% won’t let the tough times keep them down. Across 24 markets and more than 2,600 brands, 67% of respondents reported being happy today and 59% feeling optimistic about the future.

In 2022, The Collins Dictionary named ‘polycrisis’ its word of the year, but, as 2024 comes to a conclusion, ‘permacrisis’ is a more apt descriptor for a landscape where climate change escalates, the cost of living continues to soar, political differences are dramatised amidst the biggest democratic election year in history, and conflict, violence and humanitarian crises affect millions around the world. However, there is also reason for optimism. While the rise of AI brings ethical, environmental, and even existential challenges, it also offers newfound opportunities for growth and prosperity. And technology more broadly is creating new and exciting possibilities for us as a society.

Conventional wisdom could easily paint people as victims against this backdrop of crisis and change, buffeted by powerful forces outside their control. However, Havas’ Meaningful Brands™ study reveals people are feeling more in control of their lives (56%) and a strong sense of personal agency emerges with 69% trying to be physically and mentally healthy and 63% trying to be environmentally responsible.

This spells the dawn of a New Era of Agency.

Mark Sinnock, Havas' global chief strategy, data and innovation officer, Havas Creative Network explains, “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 study shows that these new times of hyper-change are affecting people in different ways. Havas distinguishes six different psychographic portraits to reveal how the desire and the need for change are manifesting across the general population – the Faces of Change. This illustrates a range of expectations for the changes people want to see in their lives, in society and for the planet.

Despite responding to adversity in different ways, the Faces of Change are united by an expectation for brands to act decisively, understand their personal needs, and, most importantly, put them in the driving seat. Brands should:

The report finally highlights key insights from their analysis of the Most Meaningful Brands™ in 2024. It concludes with five guiding principles for how brands can address people’s new expectations empowering them to become Change Makers themselves:

“Rather than focusing on 'changing the world,' Australians are looking to improve their everyday lives. In a market dominated by duopolies and stifled by competition,

the desire for change is turning into action. Across major categories—finance, auto, and retail—we see the rapid growth of brands successfully delivering a superior experience and better value to consumers. The growth of IKEA, BYD, Aldi, and Up Bank are prime examples,” says Olly Taylor, chief strategy officer, Havas Creative Network Australia.

The Meaningful Brands™ methodology examines a brand’s impact and equity based on consumers’ perceptions and expectations across three key pillars – its personal, functional, and collective benefits (listed across 40+ dimensions and attributes). The most Meaningful Brands™ are the ones performing well on all three metrics. Learn more about Meaningful Brands™ and access the 2024 report “The Rise of the Change Makers” at www.meaningful-brands.com.