“Optimistic” probably isn’t the first word most would use to describe today’s socio-political climate. But according to the Havas 2024 Meaningful Brands study “The Rise of the Change Makers,” consumers right now embody resilience and optimism in the face of ongoing perma-crises.
Havas’ edition, commissioned with YouGov using responses from more than 156,5000 respondents across the globe, found that although 70% of respondents feel the world is going in the wrong direction, yet 59% still feel positive about the future. Consider the following:
- Sixty-nine percent say they won’t let the tough times keep them down
- Fifty-six percent feel a strong sense of personal agency and in control of their live today
- Sixty-nine percent are working toward being physically and mentally healthy
- Sixty-three percent are taking action toward being more environmentally responsible.
“You’d think that one crisis after another would beat people down, but what we’re finding is that’s not true,” says Mark Sinnock, Havas’ Global Strategy, Data and Innovation Officer. “We’ve entered what we’re calling the new era of agency. People have realized that in order to survive in a perma-crisis environment, they have to adapt. Agency is the sense of control that people feel in their lives, the capacity to influence their own thoughts and behavior and the faith they have in their ability to handle a wide range of tasks and situations. It helps make them stronger, better and more empowered.”
WHAT BRANDS NEED TO CATCH THESE CONSUMERS
As consumer perception and needs change, brands must evolve to stay connected. According to the study, today’s “change makers” expect brands to:
• Show more humanity and generosity in tough times (73%);
• Take action for the good of society and the future of the planet (71%);
• Support local communities and causes (70%);
• Help consumers save money (68%) and time (61%);
• Make customers’ day-to-day lives easier (63%).
Building strategies from these abstract concepts can be challenging because change can mean a lot of things in this new era of agency for different types of people, communities and consumers. It is crucial to understand the spectrum of these views and perspectives to tailor brands’ actions, communications and experiences to specific audiences, profiles and personas. Here are five ways brands can address consumer needs and become more meaningful heading into 2025.
1. Prioritize practical solutions to make consumers’ lives easier.
According to the survey, 68% of respondents say they want brands to help them save money and make their lives simpler. The top-performing brand in this year’s survey, Google, performs 11% better than other meaningful brands on “making consumers life easier” and outranks its competitors by +40% in driving brand attachment and purchase. Imagine a life without Google. It’s hard to picture, since modern lives are so integrated with instant access to information and maps, scheduling with Google calendar and file sharing on Google Drive.
No matter the industry, brands should focus on pragmatic solutions to everyday problems. Could consumers use the company’s product or service in a new way that would make their lives easier? What would simplify the process of customers attaining the product?
“We all have those little annoyances that impact our lives,” Sinnock says. “If your brand can solve some of them for your customers, they’ll be forever grateful.”
2. Balance tech optimism with caution.
Champion responsible innovation with respect and responsibility. The report reveals that views on new technology remain positive, with 60% of consumers thinking technology is creating new exciting possibilities for society. Yet, people ask for reinforced protection.
Whatever tech a business uses, it should be transparent about how that tech is employed and what will happen to consumers’ information. For example, Gen AI is putting consumers on alert because they no longer know if they are interacting with a real human, video, image or article or if they’re being bamboozled by an AI creation. Transparency can ease customers’ minds. It’s crucial to build trust to prevent skepticism and alleviate concerns about data privacy or ethical issues. People don’t hate AI, but they do hate feeling tricked.
3. Promote wellbeing for all.
In the study, consumers of all generations want brands to elevate holistic health, with 72% asking brands to do more to improve and support consumers’ health and well-being. Brands should elevate the physical and mental benefits that can happen around their products and services and enhance them for a better customer experience.
Brands don’t have to be part of the food or pharma industries to hop on the holistic health trend. For example, Netflix and Spotify have made health-related content easily accessible in the homes of millions of people, from mental health podcasts to health-promoting documentaries.
4. Act for the greater good.
Consumers expect brands to drive meaningful change. Our study found that 46% of consumers have stopped buying from brands that don’t respect the planet or society, and 78% believe brands should be making products that are more sustainable. Companies should look for tangible ways to proactively support social issues and causes their customers care about, then show the receipts (and results). Communication is no longer enough. Consumers want proof.
“People want to know that the brands they choose share the same values they have, so show them. Live purpose, don’t preach it ” says Sinnock. “And also know that consumers will be willing to pay a premium for brands that contribute to philanthropic causes and actively work toward making the world a better place”.”
5. Cultivate community connections.
Brands have the reach and resources to nurture community connections and can create spaces where people can come together, whether in physical form or online. Social media is a great place to create infinitely accessible communities for customers or to integrate the brand into existing online groups.
“Welcome diversity, recognize the multitude of individuals, and talk to them on their level versus en masse where possible,” says Sinnock. ”Build bridges between the fragmented divisions, and invite participation and engagement around communities for stronger brand attachment, advocacy and trust for the long-term attachment.” It is critical to approach every aspect of your business with an inclusive, people-first outlook.
Brands Can Be Agents Of Change
Today’s consumers are optimistic about the future and are ready to take charge of building what’s next. Brands and businesses should capitalize on this trend and understand where they can support and drive these changes and transformations. Going into 2025, brands should help customers get more out of their lives, money and communities with these strategies. This is how they will best match people’s needs and expectations today and make a meaningful difference in their lives tomorrow.