{"id":19505,"date":"2023-05-29T00:00:00","date_gmt":"2023-05-29T05:00:00","guid":{"rendered":"https:\/\/tomilli.com\/en\/havas-unveils-the-me-conomy-how-purpose-got-personal-in-latest-meaningful-brands-report\/"},"modified":"2023-05-29T00:00:00","modified_gmt":"2023-05-29T05:00:00","slug":"havas-unveils-the-me-conomy-how-purpose-got-personal-in-latest-meaningful-brands-report","status":"publish","type":"post","link":"https:\/\/tomilli.com\/en\/havas-unveils-the-me-conomy-how-purpose-got-personal-in-latest-meaningful-brands-report\/","title":{"rendered":"Havas Unveils \u201cThe Me-conomy \u2014 How purpose got personal\u201d in latest meaningful brands report"},"content":{"rendered":"
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Now in its 15th year, Havas\u2019 trailblazing research study explores the new hyper-personalized purpose era for brands<\/em><\/p>\n

This week, Havas unveiled the latest edition of its global Meaningful Brands\u2122 report, charting how rising cynicism among consumers (originally identified in 2021) was shifting to an expanded idea of purpose that was more inward-looking and personal.<\/p>\n

The report\u2019s findings demonstrate that while brands\u2019 actions to drive societal progress, inclusion and sustainable behaviors have become more important and expected, people are examining everything through the lens of \u201cme\u201d in the face of more challenging and uncertain times.<\/p>\n

Meet the \u201cMe-conomy.\u201d In the \u201cMe-conomy,\u201d brands need to act decisively to drive social change and progress, but they\u2019re also expected to provide everyday joy, support mental well-being, make life easier, offer affordable indulgences and more. And brands\u2019 good works, while expected, are no longer to be lauded as heroism. In today\u2019s \u201cMe-conomy,\u201d consumers want brands to help\u00a0them<\/em>\u00a0lead as participants and activists in driving social change.<\/p>\n

For the last fifteen years, Havas has been dedicated to understanding and building Meaningful Brands\u2122. Its Meaningful Brands\u2122 report is a landmark study of brand value that interrogates new behaviors, shifting cultural dynamics, and priorities for businesses and brands in a complex world. This year\u2019s Meaningful Brands\u2122 report surveyed 91,000 people (about the seating capacity of the Los Angeles Memorial Coliseum) across ten global markets (Australia, China, France, Germany, India, Italy, Spain, Mexico, US, UK), along with 1,300 brands across 42 categories.<\/p>\n

Key findings influencing the \u201cMe-conomy\u201d highlight new ways people are navigating and experiencing a world rife with change and challenge:<\/p>\n

    \n
  • 72% are tired of brands pretending they want to help society when they just want to make money.<\/li>\n
  • 68% think that the world is going in the wrong direction, at a global level.<\/li>\n
  • 1 in 3 people report being personally affected by at least one crisis on an everyday level.<\/li>\n
  • 1 in 3 agree that companies\/brands should satisfy their individual needs first before taking a wider role in society.<\/li>\n
  • 71% of people believe that companies and brands should be doing more to improve and support their health and well-being.<\/li>\n<\/ul>\n

    \u201cThe role of Meaningful Brands\u2122 is to explore shifts in people\u2019s lives, attitudes and behaviors, and unpack what that means for brands \u2014 but more importantly, how they can be more meaningful in people\u2019s lives. \u2018Meaningful Brands\u2122\u2019 at their best win people\u2019s loyalty; they occupy a bigger space in culture and they also set themselves up for long-term growth. They combine purpose with customer centricity to not just grow but \u2018grow well,\u2019 giving back to the people and the planet. In many ways the expectations of brands have never been higher. This is what we\u2019ve seen in the rise of the \u2018Me-conomy.\u2019 While doing good for people and planet is important, in this challenging time with more people hyper aware of global crises and uncertainty, increasingly a purpose of its own is providing joy, great service, hyper-functionality and elevating day-to-day lives,\u201d<\/em>\u00a0said\u00a0Mark Sinnock, Global Chief Strategy, Data & Innovation Officer, Havas Creative<\/strong>.<\/p><\/blockquote>\n<\/div>\n<\/div>\n<\/div>\n

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    \n
    \n

    \u201cAs brand marketers endeavor to create meaningful media experiences for people, Meaningful Brands\u2122 offers deep and actionable insights on this new era of hyper-personalization and people\u2019s evolving brand expectations. Undoubtedly the \u2018Me-conomy\u2019 presents opportunity for brands to thrive; but to do so, they must show up differently and reframe the personal, collective and functional value they are creating for people,\u201d<\/em>\u00a0said\u00a0Seema Patel, Global Managing Director, Mx Intelligence, Havas Media Group<\/strong>.<\/p>\n<\/div>\n<\/div>\n<\/div>\n

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    \n
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    \u201cMe-conomy\u201d Rules for Brands<\/strong><\/p>\n

    This year\u2019s report offers a playbook for brand marketers to succeed and grow in the \u201cMe-conomy.\u201d<\/p>\n

      \n
    1. Make Mental and Physical Wellness Universal<\/strong><\/li>\n<\/ol>\n

      Health and wellness have become central concerns for all. Brands need to create access and support and democratize aspirational lifestyle benefits that have felt out of reach and exclusive.<\/p>\n

        \n
      • 7 out of 10 people declare making a real effort to be physically and mentally healthy.<\/li>\n
      • The most Meaningful Brands\u2122 perform +66% better in inspiring me to take a healthier approach to life.<\/li>\n
      • 71% feel that companies\/brands should be doing more to improve and support people\u2019s health and well-being.<\/li>\n<\/ul>\n
          \n
        1. Superpower \u201cMe\u201d: Enable People to Do and to Feel More<\/strong><\/li>\n<\/ol>\n

          In the \u201cMe-conomy,\u201d brands are increasingly expected to be \u201csuper\u201d brands, outperforming in functional, social and environmental change, while also delivering emotional benefits.<\/p>\n

            \n
          • The most Meaningful Brands\u2122 perform significantly better than the average brand in providing that creative spark:<\/li>\n<\/ul>\n

            +62%<\/sup>\u00a0Inspires me with new ideas and possibilities<\/p>\n

            +65%<\/sup>\u00a0Makes me feel more confident<\/p>\n

              \n
            • In our personal\u00a0attributes index: Makes me feel good (index 111) and connecting with others (index 109) are some of the top-performing attributes.<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n

              Full note: https:\/\/www.havasgroup.com\/press_release\/havas-unveils-the-me-conomy-how-purpose-got-personal-in-latest-meaningful-brands-report\/<\/p>\n","protected":false},"excerpt":{"rendered":"

              Now in its 15th year, Havas\u2019 trailblazing research study explores the new hyper-personalized purpose era for brands This week, Havas unveiled the latest edition of its global Meaningful Brands\u2122 report, charting how rising cynicism among consumers (originally identified in 2021) was shifting to an expanded idea of purpose that was more inward-looking and personal. The<\/p>\n","protected":false},"author":1,"featured_media":19506,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[466],"tags":[],"class_list":{"0":"post-19505","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing-trends"},"yoast_head":"\nHavas Unveils \u201cThe Me-conomy \u2014 How purpose got personal\u201d in latest meaningful brands report - Tomilli<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tomilli.com\/en\/havas-unveils-the-me-conomy-how-purpose-got-personal-in-latest-meaningful-brands-report\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Havas Unveils \u201cThe Me-conomy \u2014 How purpose got personal\u201d in latest meaningful brands report - Tomilli\" \/>\n<meta property=\"og:description\" content=\"Now in its 15th year, Havas\u2019 trailblazing research study explores the new hyper-personalized purpose era for brands This week, Havas unveiled the latest edition of its global Meaningful Brands\u2122 report, charting how rising cynicism among consumers (originally identified in 2021) was shifting to an expanded idea of purpose that was more inward-looking and personal. 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