INSIGHTS MEANINGFUL BRANDS 2021 THE AGE OF CYNICISM? In its 12th year, Havas Group’s landmark study of brand value explores how brands tangibly improve peoples’ lives functionally, enhance their personal well-being, and contribute to wider society. The 2021 edition, which surveyed over 395,000 people around the world in mid-2020 during the height of the pandemic, uncovers deepening cynicism, alongside a ten point increase in consumers who prefer to buy from companies with a reputation for purpose as well as profit. Here are some of the key findings. A GROWING LACK OF EXPECTATIONS OF BRANDS TRUST IN BRANDS ARE AT AN ALL-TIME HIGH, 75 % OF BRANDS COULD DISAPPEAR OVERNIGHTAND MOST PEOPLE WOULDN’T CARE ORCREATING A SIGNIFICANT WOULD EASILY FIND A REPLACEMENT.EXPECTATION GAP 71 % 73 % OF GLOBAL RESPONDENTS BELIEVE OF PEOPLE HAVE LITTLE FAITH THAT THEY BRANDS MUST ACT NOW FOR THE WILL DELIVER ON THEIR PROMISES. GOOD OF SOCIETY AND THE PLANET 34 % OF CONSUMERS THINK COMPANIES 64 % OF CITIZENS PREFER TO BUY FROM ARE TRANSPARENT ABOUT THEIR COMPANIES WITH A REPUTATION COMMITMENTS AND PROMISES. FOR HAVING A PURPOSE OTHER THAN JUST PROFITS 47 % 53 % LESS THAN HALF OF BRANDS ARE SEEN ARE READY TO PAY MORE FOR A BRAND AS TRUSTWORTHY THAT TAKES A STAND ON ENVIRONMENTAL AND SOCIAL ISSUES 36 EPOH