New Delhi: A recent study by Havas has shed light on the evolving expectations of consumers in today’s tumultuous times. As the world grapples with a myriad of crises, from climate change to economic uncertainty, consumers are increasingly seeking brands that demonstrate empathy, generosity, and a commitment to societal well-being.
The 2024 edition of the Global Meaningful Brands study found that a significant majority of consumers (73%) want brands to exhibit more humanity and generosity during challenging times. This reflects a growing desire for brands to go beyond profit-making and actively contribute to the betterment of society.
While global crises have become the norm, the study also revealed a newfound resilience and optimism among consumers. Despite feeling that the world is heading in the wrong direction, a large percentage of respondents expressed a determination to not let adversity dampen their spirits.
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Havas’ analysis identified six distinct psychographic portraits, or “Faces of Change,” that represent different perspectives on the desired changes in society and the role of brands. These include The Committed Citizens, The Progressive Optimists, The Carefree Pragmatists, The Pressured Advocates, The Challenged Sceptics, and The Disengaged Pessimists.
Despite their diverse responses to adversity, all of the Faces of Change share a common expectation for brands to act decisively, understand their personal needs, and empower them to be changemakers. Brands are being called upon to show more humanity and generosity, support societal causes, help consumers save money and time, and make their daily lives easier.
The study also highlights key insights from the analysis of the Most Meaningful Brands in 2024 and offers five guiding principles for brands to address people’s new expectations. These principles include investing in pragmatism, leading with tech optimism, boosting holistic health, promoting purpose, and celebrating communities.
By embracing these principles, brands can foster stronger relationships with consumers and contribute to a more positive and sustainable future. As the world continues to navigate challenges, the study underscores the importance of brands demonstrating empathy, generosity, and a commitment to societal well-being.
