In a fast-paced, competitive landscape, brands are doing everything they can to stand out and connect with the new consumer. But how many brands are actually reaching the consumer in a meaningful way?
Havas recently put out a brand survey that sheds light on a disturbing reality. After surveying 1,500 global brands and more than 300,000 people around the world, they found that only 20 percent of brands actually have a positive impact on people’s lives. This means that not only are the majority of marketers failing to connect with people in ways that activate their emotions and ignite positive influence, but they’re pouring energy into creative campaigns that are largely forgotten.