Havas Group’s “Meaningful Brands” Study Is a Wake-Up Call for the Ad Industry

Havas Group has released its latest extensive study on the contributions that brands make in people’s lives. The eighth study released in the past 10 years, this year’s “Meaningful Brands,” report surveyed some 300,000 people in 33 countries and included more than 1500 brands. It shows that people wouldn’t care if 74% of brands that they use vanished. 60% of those surveyed describe content produced by companies as poor, irrelevant or downright failing to deliver. Another interesting tidbit: 75% of of respondents said they they expect brands to make more of a contribution to the wellbeing and quality of life—yet only 40% believe brands do.

“Meaningful Brands” is proving to be a wake-up call for advertisers and marketers.

Dominique Delport, global MD at Havas Media Group, dove into those findings on CNBC: “People just don’t care. Why? Because we have an overload of brand opportunity. So people can switch very easily. And two: Too much communication kills communication. So you need to be meaningful for people.”

Here’s what some people are saying on Twitter:

Read the study.