Meaningful marketing: A brand utopian world

Sara de Dios
Havas Media

People now expect brands to improve their lives, their personal wellbeing and that of their communities and society at large, which requires a new marketing model.

brand utopia

Meaningful marketing connects brands with a positive mission to improve the quality of life. This can be a positive impact on the environment, societies and communities as well as how they improve individual quality of life (such as happiness, health, mood, self-esteem etc).

The traditional economic and marketing model that drives us to consume more is under threat. Studies show that economic gains and material consumption do not necessarily make us happier, nor do they advance our sense of wellbeing as individuals and as societies.