Stat: Consumers wouldn’t care if brands disappeared

Brands are failing to prove they are necessary to consumers’ lives, according to the Havas Group’s Meaningful Brands 2019 report. The key finding of the report was that European consumers wouldn’t care if 81% of brands disappeared. When it comes to global consumers, this number falls slightly to 77%.

The report suggests that brands are failing to provide interesting and entertaining content for consumers, making them increasingly irrelevant. For example, in the UK, 90% of consumers expect brands to provide content, but 63% believe that the content now being created fails to deliver. In addition, just 33% of Britons believe brands are working to improve their quality of life or wellbeing.

This highlights the opportunities for brands to prove to consumers they are a Civic Brand, whether through entertaining content or purpose-driven initiatives focused on quality of life.