MEANINGFUL BRANDS 2023 THE ME-CONOMY: HOW PURPOSE GOT PERSONAL New findings unveiled in Havas’ latest Meaningful Brands™ Report explore the new hyper-personalisedTHE TAKEOUT: purpose era for brands. Now in its 15th year, Havas’ trailblazing research of brand value explores howKey findings influencing the “Me-conomy” brands tangibly improve people’s lives functionally, enhance their personalhighlight new ways people are navigating well-being, and contribute to wider society. Our proprietary study continues to be a vital sense check about people aspirations, guard rails and expectationsand experiencing a world rife with change of brands. and challenge: In recent years, we’ve seen people increasingly focused on brands’ growing societal and environmental roles, and a desire for building community. Findings 72%are tired of brands pretending they from the latest edition of our Meaningful Brands™ report, which surveyed overwant to help society when they just 91,000 people in ten markets, demonstrate that while brands’ actions to drivewant to make money. societal progress, inclusion and sustainable behaviours have become more important and expected, people are examining everything through the lens of “me” in the face of more challenging and uncertain times. Meet the “Me-conomy”. In the “Me-conomy”, brands need to act decisively to drive social change and progress, but they’re also expected to provide everydayjoy, support mental wellbeing, make their lives easier, offer affordable indulgencesand more. And brands’ good works, while expected, are no longer to be lauded 68%think that the world is goingin the wrong direction,at a global level as heroism. Today’s “Me-conomy” consumers want brands to help them lead as participants and activists in driving social change. “ As brand marketers endeavour to create meaningful media experiences for people, Meaningful Brands™ offers deep and actionable insights on this new era of hyper-1 3people report being personally personalisation and people’s evolving brand expectations. Undoubtedly the “Me-affected by at least one crisis conomy” presents opportunity for brandsto thrive, but to do so, they must show upon an everyday level differently and reframe the personal, collective and functional value they are creating for people,” said Seema Patel, Global Managing Director, Mx Intelligence, Havas Media Group. “ Meaningful brands™ at their best win people’s loyalty; they occupy a bigger space in culture; and they also set themselves up for long-term growth. They combinepurpose with customer centricity to not just grow, but “grow well” – giving backays the expectations of brands haveto the people and the planet. In many wnever been higher. This is what we’ve seen in the rise of the “Me-conomy”. While1 3people agree that companies/brands should satisfy their individualneeds first before taking a wider rolein society 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,” said Mark Sinnock, Global Chief Strategy, Data & Innovation Officer,Havas Creative. 71%of people believe that companiesand brands should be doing moreto improve and support their www.meaningful-brands.com health and well-being DARE! 62