Havas have been publishing the insightful ‘Meaningful Brand’ report for 8 years and define a Meaningful Brand: as; ‘A trusted brand that contributes to its industry as well as benefitting people’s Personal and Collective well being.’
The number of companies that remain in the FTSE 100 since its inception in 1984 has dropped to a rather sad 28 and the headline second stat from Havas Group highlighted that people wouldn’t care if 74 percent of brands they use completely vanished.
Content plays a huge part in how brands are positioned and how consumers react to them and rate them.
And when 84% of people are expecting brands to provide content, it’s more important than ever that brands check they aren’t just adding to the noise.
The role of brand produced content is to; inspire, educate, reward, inform, help and entertain its audience.
And there is ‘a direct correlation between being meaningful and delivering great content’. However, the study also discovered that ‘60% of content created by brands is found to be poor, irrelevant or failing to deliver’.
Meaningful connections with audiences isn’t something that brands have to have just keep an an eye on – it something that needs to be at the heart of everything thing they do, or those same audiences will shift in droves towards brands that understand them and play a more vital role in their lives.
If brands don’t adopt this attitude it will be interesting to see if they are still around in 2024.