Culture and content: What brands should know about consumer expectations

Low Lai Chow

At DigiCon Omni, Havas’ Maria Garrido outlines the key takeaways from a global study on consumer expectations of brands in culture.

Calling all brands: you have cultural dues to pay. According to a global study by Havas, over 90% of consumers expect brands to be part of culture today.

What is even more remarkable is that this is not simply mandated by just the Gen Z-ers and millennials. “This expectation and high demand comes from customers all over the world, at every different level of demographic,” said Maria Garrido, chief insights officer of Havas Group and senior vice president for brand marketing of Vivendi Group.

Garrido was speaking at the DigiCon Omni virtual conference, where she shared key findings from the...

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