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London – At LS:N Global’s The Age of the Long Near Network Evening last week, senior journalist Rowland Manthorpe spoke to Kate Cox, managing partner of strategy and ideas at Havas Media, to discuss the Meaningful Brands Survey.
In a global survey of 27 markets, Havas undertook the ambitious project of figuring out which brands truly resonate with consumers.
‘What we discovered was that in lots of markets, that faster, cheaper, quicker mentality is not the way to get people to buy products, especially in the developed world,’ says Cox. ‘They are looking for something different, something that will drive their personal wellbeing and that of their family, and want to make purchases that benefit the world and greater society.’
Asking more than 350,000 participants around the world which brands they would miss should they disappear tomorrow, Cox and her team have uncovered strikingly honest insights into what drives consumers to stick with brands year after year, and the different roles that brands are expected to play in people’s lives.
For more on how long-term thinking will affect brands building towards 100-year business plans, book a place at our Spring/Summer 2015 Trend Briefing.
Contact Alena Joeyette via Alena@thefuturelaboratory.com for more information.
