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    Havas Study Uncovers Consumers’ Expectations Of Brands

    By SHOOTUpdated:No Comments4232 Views
    Andrew Benett, global CEO of Havas Worldwide and Havas Creative Group

    Research finds public wants companies to help drive positive change, be socially responsible

    NEW YORK --

    Transparency, sustainability, and a purpose beyond profit are more than popular catchphrases. They’re now bottom-line expectations for how larger businesses and brands are expected to operate, according to new research by global marketing and communications firm Havas Worldwide.

    The latest issue of Prosumer Report, “Project Superbrand: 10 Truths Reshaping the Corporate World,” seeks to understand how the corporate social responsibility movement has evolved over the past decade since Havas Worldwide’s study on The Future of the Corporate Brand in 2007. Findings include:

    ๏‚ท Your Oompa Loompas Are Going Viral: Forget trying to keep corporate secrets under wraps. A majority of survey respondents—including 7 in 10 leading-edge Prosumers—say they make it a point to find out about the companies that provide the products and services they buy.

    ๏‚ท Heroes Wanted: Two-thirds of the global sample agree that businesses actually bear as much responsibility as governments for driving positive social change, and 62 percent say they’d like their favorite brands to play a bigger role in solving social problems.

    ๏‚ท Clear Values Are Invaluable: More than three-quarters of Prosumers say they prefer to buy from companies that share their personal values, and two-thirds of the global sample say a clear set of values helps companies be more profitable.

    “Doing something good for society is no longer a nice-to-have for larger companies,” said global CEO of Havas Worldwide and Havas Creative Group, Andrew Benett. “In order to reach ‘superbrand’ status, you must have a strong, clearly communicated social purpose.”

    “Project Superbrand: 10 Truths Reshaping the Corporate World” draws on findings from an online survey of 10,131 people aged 18+ in 28 markets: Australia, Belgium, Brazil, Canada, China, Colombia, the Czech Republic, Estonia, France, Germany, India, Ireland, Italy, Japan, Latvia, Lithuania, Malaysia, Mexico, the Netherlands, Poland, Portugal, Saudi Arabia, Singapore, South Africa, Spain, the United Arab Emirates, the United Kingdom, and the United States. The survey was created by Havas Worldwide and fielded by Market Probe International.

    Prosumer Reports is a series of thought leadership publications by Havas Worldwide—part of a global initiative to share information and insights, including proprietary research, across its network of agencies and client companies.

    Category:News
    Tags:Havas Worldwide



    A Closer Look At Proposed Measures Designed To Curb Google’s Search Monopoly

    Thursday, November 21, 2024

    U.S. regulators are proposing aggressive measures to restore competition to the online search market after a federal judge ruled Google maintained an illegal monopoly for the last decade.

    The sweeping set of recommendations filed late Wednesday by the U.S. Department of Justice could radically alter Google's business, including possibly spinning off the Chrome web browser and syndicating its search data to competitors. Even if the courts adopt the blueprint, Google isn't likely to make any significant changes until 2026 at the earliest, because of the legal system's slow-moving wheels.

    Here's what it all means:

    What is the Justice Department's goal?
    Federal prosecutors are cracking down on Google in a case originally filed during near the end of then-President Donald Trump's first term. Officials say the main goal of these proposals is to get Google to stop leveraging its dominant search engine to illegally squelch competition and stifle innovation.

    "The playing field is not level because of Google's conduct, and Google's quality reflects the ill-gotten gains of an advantage illegally acquired," the Justice Department asserted in its recommendations. "The remedy must close this gap and deprive Google of these advantages."

    Not surprisingly, Google sees things much differently. The Justice Department's "wildly overbroad proposal goes miles beyond the Court's decision," Kent Walker, Google's chief legal officer, asserted in a blog post. "It would break a range of Google products โ€” even beyond search โ€” that people love and find helpful in their everyday lives."

    It's still possible that the Justice Department could ease off on its attempts to break up Google, especially if President-elect Donald Trump... Read More

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