Havas Study: 60% Of The Content Produced By Brands Is Not Being Effective

Patricia Molina, CEO of Havas Group; Mónica Perea, Director of Insight and Media Research, and Alejandro Torres, Business Manager of the company, shared the results of their global, Meaningful Brands Study, Wednesday, March 8 in Mexico City. This is the first worldwide analytical framework that connects human wellbeing with brand communications. They worked with 1,500 companies and more than 375,000 consumers in 33 countries.“We realized that people feel very disconnected from brands. 74% could disappear tomorrow and no one would care. At a global scale, only 57% of brands generate trust” expressed Torres. “Less than 27% has the clear effect of improving quality of life. That is why we realized they must open their vision of how they contribute to customers’ wellbeing.”The research revealed that 75% of people at a global scale feel that brands should impact their lives in a positive way, only 40% think they are doing it well. 60% of the content brands produce is not being effective.Perea explained that “great content translates into a perception of personal benefits. 84% of consumers expect brand content to be entertaining, to tell them relevant stories and allow them to have interactive experiences. The only way you can raise your performance is through good content.”They also made a meaningfulness ranking. The first four places worldwide are for Google, PayPal, WhatsApp, and YouTube. “Meaningful brands obtain better financial results, with a growth of up to 206%” they concluded.