Simplifying and improving consumers’ quality of life was identified as another crucial factor, with meaningful brands performing 60% better than average brands in this aspect. Brands that facilitate meaningful self-expression for Gen Z outperform average brands by 66%. The study also underscored the significance of catering to Gen Z consumers, who value positivity and self-expression. There is a growing desire among consumers for brands to simplify and streamline their lives, offering a sense of control and certainty. However, the study also revealed that 58% of consumers feel brands are not transparent about their commitments and promises, and 65% are tired of brands that only prioritise making money. Consumers are demanding brands that go beyond profit-driven motives and instead contribute positively to their well-being and provide a sense of control. The 2023 report focuses on the concept of the ‘Me-conomy,’ emphasising the importance of brands prioritizing individuals and making a meaningful difference in their lives. Over the years, we have won many key clients on the back of the knowledge we have drawn from this proprietary study, and we continue to leverage it to take action: to bridge the gap between consumer expectations from brands and their experiences." “Although we see large-scale global trends emerging, it is the market specifics and category insights that truly set this study apart. “The world has changed from 2021 to 2023 and this year’s Meaningful Brands India report couldn’t have come at a more opportune moment," said Rana Barua, Group CEO of Havas India.
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Comparing the total channel counts from our big list of the top 100 channels on every service, YouTube TV comes out on top with 77 from that list. Indian consumers believe brands should contribute to their health and well-being, both physically and mentally.Īdditionally, brands that exhibit resilience and positivity in the face of crises stand out among consumers. The biggest difference comes down to channels. Specifically in the Indian market, Havas’ research showed that the most meaningful brands outperform average brands by 39% when delivering personal benefits.
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