The Havas Group Meaningful Brands Study researches global brands and their content. The key findings show that most content is irrelevant or does not satisfy customers’ needs. Among other studies this proves that brands need to reevaluate their approach to content.

The Havas Group analyzed business benefits resulting from meaningful connections and content. 1500 global brands from 15 industry sectors were part of the study. Additionally, the study included 300.000 interviews across 33 countries. The key findings have fairly devastating implications for brands and their content strategies. 60% of all content is perceived to be poor, irrelevant or failing to deliver meaningful insights. In a world where keywords like “content marketing”, “content strategy” and “target groups” are the latest buzzwords, this is especially difficult.

Key findings regarding brand and content perception

In today’s world, brands are more than just producers and retailers. A brand is a statement, it represents a specific lifestyle and personality. The bond between customer and seller is more difficult than ever before. There is rarely a situation where a brand is the sole provider of one specific product. In most cases, there will be countless other brands that basically produce the same product as you do, only with a different logo or color scheme. This means, brands are constantly in a state of concurrence. Combined with the rise of social media, brands turned to content based marketing to interact with customers. Considering that 74% of brands could disappear and consumers would not care – now is the time to focus on meaningful content.

84% of consumers expect brands to produce their own content. They expect content that entertains, tells stories, provides solutions or creates experiences and events. But 60% of content is believed to be meaningless for them. This shows a large division between consumers’ need for content and brands’ ability to produced desired content to meet these expectations. The problem is that due to social media, online marketing and an overflow of advertisement, many marketers and brands focus on quantity instead of quality of content. It often does not matter whether the content is meaningful or useful to recipients. Instead, it is about meeting goals or targets that were once laid out. This is exactly what leads to content that isn’t worthwhile and the failure to meet customers’ expectations.

Havas Group deliberately asked interviewees what they were looking for in content. 75% of them believe that brands need to focus on their customers’ well-being as well as their quality of life. What this really means is that brands need to address problems their customers might have and offer solutions through their product or services. Only 40% of brands seem to be able to satisfy these needs. This is especially concerning considering the fact that meaningful content has a huge effect on consumer relations. Havas conducted that there is a 71% correlation between content effectiveness and the impact a brand has on personal well-being and quality of life for consumers.

Combining these findings, we come to certain conclusions:
  • Content should be focused on quality and not quantity.
  • Meaningful content revolves around well-being and quality of life.
  • Content needs to be based on customers that are then translated into target groups.
Benefits of meaningful content

Some marketers or brands might think that “it does not matter” that such a large amount of content is perceived to be pointless. As a matter of fact, it does matter – a lot. Havas Group’s findings showed that meaningful content helps brands to be perceived as meaningful and interested in their quality of life. This resulted in large growth of specific and important KPIs. For every 10% that a brand’s performance became more meaningful, the following growths for KPIs were declared:

Meaningful Brands 1

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