Consumer demand for meaningful brand experiences is greater than ever. Havas Media uncovered valuable insights about the changing cultural landscape and its impact on consumer behavior in a study that included more than 39,000 people from around the world.

The priorities of consumers have changed.

Global pandemics, widening political divisions, and growing distrust in media and advertising platforms have all contributed to an increase in cynicism.

Simply put, people don’t believe what’s being sold to them.

The Havas report highlights how this has affected brand loyalty. With less than half of brands being considered trustworthy, the stark truth is that if 75% were to disappear today, consumers would switch to a competitor and go on as if nothing had ever happened.

Making Changes: How Brands With Purpose can Impact the World

With all this doom, where is the bright side? What can brands do to stop this growing tide of consumer dissatisfaction in the world?

It’s time for marketers to listen and respond to the needs of a marketing-aware and more educated public. One that values brands that are positive and make positive contributions to society, the environment, and individuals.

Brands can contribute to genuine change

The Havas study gathered data from all over the globe to find out how brands can make a difference in people’s lives. This could be as simple as product functionality, improved personal well-being, or, through a wider lens, greater contributions to society.

It’s not surprising that people were tired of businesses failing to live up to their promises after the COVID-19 pandemic. 

This trend was common in Western markets, but Australia had over 60% of those who lost trust in brands. However, Eastern markets showed a 74% trust rate among study participants.

Your Values should be the center of attention

With all of this in mind, how do you build and keep trust among your markets?

Today’s consumer is a highly connected bunch. They are self-aware, and often passionate about many of the deeper issues facing society.

Corporate social washing is a common practice that allows businesses to profit from community issues but not take any action. It is a lie.

Let’s take a look at Shell, one the largest companies in the world, which operates in an industry many believe has a lot of environmental issues. Shell stated that they will use “lower-carbon energy products to reduce greenhouse gas emissions”. 

However, the current business forecasts for the future predict a 20% increase in the fossil gas business over the next few years. This source of energy will account for half the company’s energy business by 2030.

These empty statements breed distrust in consumers.

The public trusts brands that they support. Businesses that are true to their values and core messages, and put these beliefs into practice, can increase their credibility and prevent negative publicity and long-lasting reputation damage.

Although choosing a cause that aligns with your values might seem easy, it can be difficult to find one that will resonate with your customers and business. This is the great thing about it. You don’t need to be limited to one cause, belief, or value.

If you are looking for a way to improve your brand experience, you can dive deeper into the Havas Report and explore the 14 dimensions under the three core pillars.

These are the three pillars:

• Benefits for individuals
• Collective benefits
• Functional benefits

The report will show you what is most important to consumers. The current driving sentiment is that consumers are suspicious of businesses that don’t do enough. 73% of respondents said that brands should stop sitting on their laurels and start making changes today if they want to be of benefit to all.

These views are not just in principle. 53% of consumers are willing to spend more to support a company that meets their functional needs and takes an actionable position.

Strengths lie in personal beliefs

According to the Havas study, brands tend to prioritize safety and functionality over all else. Customers will open their wallets when they believe that it is what they value. 

Recent changes in consumer behavior show that people are more likely to spend their money on personal satisfaction and happiness than ever before.

This is in addition to society’s larger collective thoughts on ethics and social justice. It would be foolish to ignore the impact this has on your market’s behavior.

These beliefs may have been amplified by the pandemic, which has seen increased stress, isolation, and difficulties that have led to stronger community ideals as well as people seeking out more meaningful, positive, and progressive experiences.

Brands are expected not only to provide form and function but also to enrich communities and make people’s lives easier.

This is not going to happen overnight. However, it is possible. Consumers want to feel connected to their community. This is not a new idea, but the idea that the industry is a leader in facilitating grass-roots conversations is. This desire to connect is evident in consumer responses from the Havas survey.

Companies have made it a priority to engage more via social media and sponsor community events. This is a crucial part of their future success as well as the success of their communities.

Gen Z and its Commitment to Identity & Expression

Although it may seem obvious, supporting causes that align with your brand values will make it easier to keep your promises and follow through on your actions. This will help you build strong relationships with your market and ensure that your brand is supported by people who are committed to your cause.

Consumers would simply not care if 75% disappeared. This is a remarkable statistic. However, it shows one important aspect of consumer behavior: they want brands that reflect their values and make a positive difference in the world. If you reach this goal, you will have their support for the future.

While it can seem daunting to change business practices, it is important to remember that 27% of Gen Z consumers (aged 22-34) believe that it is vital to express yourself and break from the norm.

Gen Z is now looking for brands that let them be themselves. 55% of Gen Z are interested in this.

Gen Z believes that it is important to stay true to your identity. This is considered inauthentic and is a sign of inauthenticity. It is important to get in touch with people who are passionate about your cause if you want to be a success in the long term. 

Business should be there when it matters most

A surprising result from the Havas study is that 77% of consumers expect brands to support them in times of crisis.

What does this mean?

This could be a company that steps up financially, updating a product or service they already have, or simply sharing information on social media about a crisis. These actions can help you shine a positive light on the brand and reach out to those who are most in need.

While expectations are high for these types of responses, there is almost no follow-through from consumers. The 2020 study found that 64% of respondents would rather buy from companies with meaningful purposes than those that only focus on profits.

These numbers show what businesses can expect.

Google is the brand that best exemplifies this commitment to the cause. It’s currently ranked the most meaningful brand in the world. They have their humanitarian aid portfolio and response to crises, which has been a huge help to many communities in preparing for, responding, and recovering from such crises.

While Google is a unique economic player in the business community, it is not the truth. Many other businesses have healthy balance sheets and are not taking any action.

Consumers are aware of this and will connect with your brand by demonstrating empathy, understanding, compassion, and care for others. This will help build trust and increase goodwill between you and your supporters.

It’s not impossible

It isn’t easy to create a meaningful brand. It takes dedication and an understanding of the impact your business has on society.

This is not an easy task. It’s crucial to invest in meaningful experiences to appeal to consumers and stakeholders so that brands can thrive in a world where consumers have returned after years of isolation.

We must not forget that these people are our coworkers and employees. The desire to be part of something meaningful can motivate and encourage loyalty.

The expectations have increased and the ideals that once kept businesses afloat are no longer relevant. While profit and direct functionality are still essential for any business to exist they must be complemented by consistent contributions to a connected and more self-aware society.

A world where happiness, sustainability, and health are the top priorities of modern consumerism. You’ll be a positive influence on the world and your company by taking a stand that you are always committed to.