MEANINGFUL BRANDS 2023 “ME-CONOMY” RULES FOR BRANDS The latest edition of our Meaningful Brands™ report offers a playbook for brand marketers to succeed and grow in the “Me-conomy”. 1 Make mental and With purpose becoming more personal, and health71% of people feel that companies/brands physical wellness – physical and emotional – becoming a key priorityshould be doing more to improve and support universal overall. 2023 Meaningful Brands™ focus not onlypeople’s health and well-being on enhancing wellness, but making it available to all. 2 Enable peopleto do and to feel People’s expectations of brands are expanding.More and more, they’re looking to brands to enhanceeveryday life with joy and personal service. As thisThe Most Meaningful Brands™ performbetter in providing that creative spark:+62% Inspires me with new ideas more progresses, brands are being looked to – especiallyand possibilities in their content and brand activations – be service+65% Makes me feel more confident providers, advisors, gurus, and more. 3 Respect andcelebrate The expectations and parameters of inclusionare becoming more hyper individual. What startedwith race and gender has expanded to include3 out of 4 respondents agree it is important thatwe coexist harmoniously with people differentfrom us difference neurodiversity, class diversity, and more. And they extend from visibility in marketing to widening opportunity for under-represented groups. Brands in the “Me-conomy” are expected to celebrate and empower diversity in product, service, imaging, content, experiences, and beyond. 4 Let the joy shine More brands, through product, messaging or activation54% of people say they are optimistic about through are trying to inspire optimism, joy and escapismthe future to people as they grapple with uncertain times. 5 Make it all superseamless for ME As purpose turns more personal, sometimes a worthycause is simply being great at removing barriers fromconsumer lives. In this hyper-tactical era, sometimes“Helps me simplify my life” is the NUMBERONE attribute across all pillars to contributeto people’s Quality of Life just being functional trumps all brand aspects. Working, understanding my needs and being reliable, is not just a goal – but the win. 6 Unlockaccessibility – In the Havas Meaningful Brands™ study, good valueand price consistency were ranked as key attributesamong 2023 audiences. Offering products andMost Meaningful Brands™ perform betterthan average brands on Value attributes:+45% on offering good value for my money affordability is services at accessible levels is becoming a purpose+45% on offering range of products that fits the new inclusion of its own. my needs 7 Become a The role of a brand when it comes to purpose 6 out of 10 respondents are being the change platform – enable is increasingly not to be the celebrity or the saviour,they want to see in the world people to make but the facilitator. More people want to lead the change when it comes to activism, and have brands purpose personal help them shine. 8 Do good withoutthe drama Transparency continues to be a priority – especiallyabout claims. Amid this, brands are taking a newapproach where purpose driven activities areMeaningful Brands™ perform +49% better onbeing transparent and honest in their activitiesand communications than the average brand positioned with honesty, humility and sometimes even humour. A CLOSER LOOK – THE ONE HAVAS TEAM BEHIND THE FINDINGS Media Creative In numbers: Jesus Alonso Casarrubios, Global Data Analyst, Havas Media GroupLaure Ayel, Head of Global Intelligence and Innovation, Havas Creative+91,000 citizens Cristina Cuesta, Global Insights Analyst, Havas Media GroupKristin Cowper, Strategy Partner, Havas Creative +1,300 brands Dan Hagen, Globa EVP, Mx, Havas Media Group Claudia Franceschini, Global Account Executive, Havas Creative10 markets: Pablo Javier Sanz Rovira, Global Product Leader, Havas Media GroupOl Janus, Head of Data, Havas Creative APAC: Australia, China, India Seema Patel, Global Managing Director, Mx Intelligence, Havas Media GroupMark Sinnock, Global Chief Strategy, Data, and Innovation Officer, Havas CreativeEMEA: France, Germany, Italy, Spain, UK Raphael Proult, Global Executive Director Product, Havas Media GroupDavid Thomas, Head of Data Science, Havas CreativeNORTH AMERICA: Mexico, USA Anna Sanmiguel, Global Intelligence Director, Havas Media GroupAlfie Webster, Strategist, Havas Creative 42 Categories Powered by YouGov THE IDENTITY ISSUE 27