Sustainability marketing: The age of meaningful brands

Research by Havas Media has found that most people would not care if two-thirds of today’s major global brands were to disappear in the future.

The age of meaningful brands

Sara de Dios López

Havas Media

Today's successful brands are deemed by consumers to be ‘meaningful’ and there is a direct correlation between a brand's sustainability reputation and its perceived meaningfulness

Most people would not care if two thirds of today's major global brands were to disappear in the future. For brands, this is a stark finding. It came from Havas Media's recently released Brand Sustainable Futures report, which researched over 30,000 consumers’ perceptions and expectations regarding sustainability for over ISO brands in ten sectors across nine markets.

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