The age of meaningful brands
Sara de Dios López
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.
Something is certainly going wrong,...