How brands can thrive in the "Me-conomy

HAVAS GROUP - CONFIDENTIAL & PROPRIETARY – PAGE 1
HAVAS
Meaningful
BrandsTM
New 2023 India Report
Welcome to the “Me-conomy”
- where new cultural and societal
forces are changing what it means
to be meaningful

Table of contents
General introduction
New Havas 2023 Meaningful Brands™ Global report
The 8 ways to grow in the “Me-conomy”
Top 2023 Global Meaningful Brands ™
Meaningful Brands™ 8 Key take-aways for marketers
The “Me-conomy” rules
From “The Age of Cynicism” to the “Me-conomy”
1
.
2
.
3
.
Appendix
Data deep dive – across pillars, dimensions, attributes & scores
Global Meaningful Brands™ ranking
Personal attributes
Collective attributes
Function attributes
4.
HAVAS - CONFIDENTIAL & PROPRIETARY – PAGE 2

General
introduction
Havas Meaningful
Brands™ study

The Meaningful Brands™ study
is unique within the industry
Now in its 15th year, the study explores how brands tangibly
improve peoples’ lives functionally, enhance their personal
well-being, and contribute to wider society
Launched in 2009, it was the FIRST GLOBAL FRAMEWORK to
connect brands with human well-being
Explores PROPRIETARY METRIC of brand strength for business
and marketing planning
Helps identify how and where to MEANINGFULLY ENGAGE
with people through customer, brand and media experiences

2023 New Edition of
Havas Meaningful Brands
Citizens: 91,000+
Brands: 1300+
Brand evaluations: 782,000+
Markets*: 10
Categories: 42
REGION
NORTH
AMERICA
• Mexico
• United
States
REGION
EMEA
• France
• Germany
• Spain
• United
Kingdom
• Italy
REGION
APAC
• India
• China
• Australia
TM
Powered
by
*22 more markets coming in Fall 2023

What it means to be “meaningful”
Meaningful Brands™ build equity across three specific dimensions
PERSONAL EQUITY
COLLECTIVE EQUITY
Messaging and behavior that connects on an
individual basis and serves a specific personal
need or want
Company initiatives, behaviors, and
actions that respond to and connect at the
social and cultural level
FUNCTIONAL EQUITY
Rational benefits focused on product
functionality, customer service, interactivity,
and technology
Products /
Services
DIMENSIONS:
Customer
Experience
Brand/Produ
ct
Performance
Value
Identity Control Inspiration Expression
Public Health Society Economy Ethics Ecology
11 Core /
6 Bespoke
10 Core /
6 Bespoke
13 Core /
3 Bespoke
Note: See the appendixfor the listof the attributes.
ATTRIBUTES:

There are three ways you can use
the Meaningful Brands™ data
1.
Evaluate the functional,
personal and collective
benefits that people want and
value from brands.
2.
Measure the gap between
people’s expectations of brands
and their brand experiences.
3.
Identify the greatest areas of
opportunity for brands to direct
their efforts and message and
build meaningful equity.

Two main metrics to measure scores
Meaningful
Brand Index
(MBI)
50% Performance
+ 50 % Brand Equity
Performance score:
Scaled average of
updated MB
dimensions* Brand Equity score:
Overall purchase
intention + advocacy
+ overall impression
Notes: MB dimensions and attributes have been updated (see details in Appendix). MB Index cannot be directly compared with previous MB™ waves.
Attachment:
% of respondents
who would care if
the brand
disappeared
(5-7 on a 1-7 scale)
Quality of Life:
% of respondents
who say the brand
contributes to
improving their
quality of life
(5-7 on a
0-7 scale)
Global categories
and brands:
Must be present in at least
1 country in one of the 3
‘regions’ (Europe, Asia &
Australia,
USA & Mexico)
Meaningfulness
Score
Average of Attachment
+ Quality of Life

New Meaningful Brands™
2023 Global report
How the “Age of Cynicism”
gave rise to the “Me-conomy”

There is no end in sight; after years in crisis mode
people have had enough
The world is going in the
wrong direction, at a
global level
43%
Covid Recovery /
Gov’t Support
Inflation +
Recession
Geopolitical
Tensions
Climate
Change
Social
Inequality Ukrainian War
No matter where you look, people feel
that life is becoming far more challenging

The climate crisis is now acknowledged globally as
the most important issue we face
The climate is recognized as the most significant issue by all segments, demographics and geographies
2out
of
4
We are living in an
environmental crisis, at
a global level
societal crisis
33%
health crisis
41% 34%
political crisis
VS.

But people are also reporting feeling the effects of
crisis within their day to day lives
1 in 4
In the new MB™ 2023 survey
people report being personally affected by at
least one crisis on an everyday level
62%
of those personally affected by crisis, feel it is
impacting them in a multitude of ways

It is the economy that people ‘feel’ most
acutely in their day to day lives
Ranked1st
Other crises felt at a personal level:
2nd - Economic crisis
3rd - Societal crisis
4th - Environmental crisis
5th - Political crisis
Personally, Health crisis is at an all-time
high post the pandemic

As a result, most people don’t think business is
not doing enough to help
are tired of brands
pretending they want to
help society when they just
want to make money
Don’t think companies/ brands
are being transparent about
their commitments
and promises
65%
58%

An active choice
architecture is emerging
67% 68%
PREFER TO BUY from
companies with a reputation
for having a purpose other
than just profits
will STOP BUYING from
companies that do not
respect the planet or
society
People want to buy from businesses
that have a reputation for having a
purpose
People demand business shows
tangible proof they respect planet
and society

Most brands are just not measuring up
73%
People would not care if
of brands disappeared

Yet, some brands
have unlocked
how to be meaningful –
and are significantly outperforming
the
market on all measures

The most Meaningful Brands™
generate significantly higher KPIs
Overall impressions
39%
High MB™ Performance Low MB™ Performance
Brand KPIs
91
52
88%
Repurchase intent (clients)
Advocacy
26%
77%
89%
72%
Premium price
38%
Purchase intent (non clients)
33%
NOTE: KPIs (top 3 %) gap between top and bottom performers
91%
52%

The most meaningful brands drive
greater Share of Wallet
Share of Wallet
% expenditure in a brand vs category
MB Index
per level of expenditure
70.8
74.0
75.9
80.9
87.2
0-20%
20-40
40-60
60-80
80-100

And.. Meaningful Brands™ deliver top
and bottom-line growth
3-1-13 3-1-14 3-1-15 3-1-16 3-1-17 3-1-18 3-1-19 3-1-20 3-1-21 3-1-22 3-1-23
TOP MB Performers
Overall Stock Market
Meaningful Brands™ outperform the stock
market by 222%
With an annual average rate of +7.52pts.
Index 100
started in 2013
+ 222%
In Q1
2023

What it means to be
meaningful in 2023
Welcome to the ‘Me-conomy’,
where purpose gets personal

Today people are connecting a brand’s
sustainable behavior with their own quality of life
Top 5 collective attributes
ranking across all brands that
contribute to Quality of Life
1st
2nd
3rd
4th
5th
Invests in innovative, sustainable and
ethical solutions
Supports healthy living and promotes
well being
Offers sustainable brands and
products
Promotes and inspires sustainable,
responsible behaviours and
consumption
Is committed to making
products/services more sustainable
Note: Dimensions/attributessorted by Quality of Life indexacross all pillars HAVAS - CONFIDENTIAL & PROPRIETARY – PAGE 22

There’s a growing desire for people
to take individual accountability
and to affect change themselves
66%
I am starting to change my
behavior to adapt to the
environmental pressures we
are facing
I take a stand on
political issues that are
important to me
5
out
of
3 69%
I am willing to
help those less
fortunate in society
I am prepared to make
personal sacrifices to save
the planet
5
out
of
3

believe that companies and brands should
be doing more to improve and support my
health and well-being
69%
They also expect brands to really help with
their health and wellbeing – physical,
mental and spiritual

And look to brands to bring optimism and
energy into their lives
“Helps me feel
energized and alive”
is the #2 attribute across all pillars to
contribute to our Quality of Life1
Today’s Most Meaningful Brands™
perform +66% better on this
attribute than the average brand2
Notes:
1. Dimensions/attributessorted by Quality of Life indexacross all pillars.
2. Most MeaningfulBrands’ (top 10% performing brands on MB Index) average performance score compared againstoverall
average performance score on Energizedattribute. HAVAS - CONFIDENTIAL & PROPRIETARY – PAGE 25

Brands need to share an attitude of resilience and
positivity if they want to cut through
This is even true in markets where
those are hard hit by crisis
are happy and
feeling satisfied
with life
are optimistic
about the future
2
out
of
1
3
out
of
2
Feeling happy and optimistic
Australia 66% / 61%
China 56% / 60%
France 58% / 40%
Germany 66% / 53%
India 75% / 75%
Italy 54% / 44%
Mexico 86% / 85%
Spain 63% / 51%
UK 56% / 42%
US 66% / 55%

Gen Z report feeling the most
optimistic and happiest
And the most
optimistic
They claim to be
the happiest
70%
71%

And being the most demanding when it comes to
brands prioritizing their needs first
agree that companies/
brands should satisfy my
individual needs first
before taking a wider role
in society
They are the most willing to
ask brands to put their needs
first:
54%

“Helps me express myself
as an individual”
They want brands to help them find ways
to express their sense of self
Note:
2. Most MeaningfulBrands’ (top 10% performing brands on MB Index) average performance score compared againstoverall
average performance score on SelfExpressionattribute. HAVAS - CONFIDENTIAL & PROPRIETARY – PAGE 29

There’s also a growing desire for businesses to help
people simplify and streamline their lives
“Helps me
simplify my life”
Note:
2. Most MeaningfulBrands (top10% performing brands on MB Index) average performance score compared againstoverall
average performance score on Simplifyattribute. HAVAS - CONFIDENTIAL & PROPRIETARY – PAGE 30

And a need to offer people control at
times of insecurity and change
#1
Index 108
Help me simplify my life
#2
Index 107
Helps me feel more in
control of my day-to-day life
#4
Index 103
Enables me to be smarter
with my money and/or time
#3
Index 106
Makes me feel like it is looking
after my best interests
Note: Dimensions/attributesranked and sorted by Quality of Life index across all pillars
Control is the #1 dimension across all
pillars to contribute to people’s Quality of
Life

This is the “Me-conomy” – where a whole new set
of personal benefits make you more meaningful
Today’s most
Meaningful Brands™
perform
+39% better
on delivering
PERSONAL benefits,
compared to the average brand
Note:
MostMeaningful Brands‘(top10% performing brands on MB Index) average performance score compared againstoverall
average performance score on all Personal attributes.

1 2 3 4 5
Overall, the Top 5 Meaningful Brands for India
Post pandemic, E-Commerce brands becoming more Meaningful to Consumers
The brands that have topped the meaningful brand list make people’s lives easier and more enjoyable everyday
A GLOBAL BRAND IS A BRAND ASSESSED IN AT LEAST 3 MARKETS AND 2 REGIONS IN MB23, AND AVAILABLE WORLDWIDE.
*55 GLOBAL BRANDS IN 2023 WAVE 1
85.52 85.27 83.04
86.5 85.74
1 2 3 4 5
76.85 76.50 76.39
81.28 76.87
2019
2023
Googlecontinues to hold the first
place as a Meaningful Brand
And with E-Com gaining momentum
Amazon & Flipkart emerged
as the Meaningful Brands

Domino’s leading in Restaurants category
1 2 3 4 5
72.05 71.61 70.75
75.17 74.21
71.29 71.99 70.91
74.83 73.29
73.30 73.04 69.54
74.54 75.38
72.20 69.96 71.40
76.12 74.68
Top 5 Meaningful
brands in
Restaurants
Category
AGE GROUP WISE
Domino’s is meaningful across
all age groups
McDonalds, Pizza Hut & KFC
are more meaningful amongst adults
YOUNG (18-35yrs)
ADULT (36-45yrs)
MATURE (45+ yrs)

Samsung leading in Consumer Durable category
1 2 4 5
73.47 68.43
82.16 80.60
Top 4 Meaningful
brands in
Consumer
Durable
Category
69.68 64.99
78.33 76.78
LOW
MIDDLE
HIGH
74.72 70.81
84.26 83.07
76.53 68.86
84.08 81.77
INCOME GROUP WISE
Samsung & LG are meaningful
across
All Income Groups
Voltas more meaningful amongst HIG,
Voltas Beko amongst MIG
Samsung | LG : Confidence, Control, Happiness, Good value, Quality prods, Innovation, Simplifies
life
Voltas : Exclusive Experience, Sustainable, DE&I
Voltas Beko : Happiness, Self expression, Confidence, Range, Experience

Apple leading in Consumer Electronics category
1 2 3 4 5 6
76.22 73.47 68.43
82.16 80.60
73.18 68.86 68.84
75.82 75.10
LOW
MIDDLE
HIGH
75.62 69.36 68.71
80.46 79.40
73.69 67.93 65.83
77.86 79.46
Top 6 Meaningful
brands in
Consumer
Electronics
Category
INCOME GROUP WISE
Apple & Samsung
meaningful amongst MIG & HIG
One plus & Oppo meaningful
across all Income Group
Redmi & Realme meaningful
amongst MIG & LIG
Samsung : Leader, VFM, Price consistency, New ideas, Range
Apple : Confidence, Simplifies, Special, In store Experience
However, for MIG consumers there is a flaunt value associated with using Apple that makes them feel more energized & respected
Whereas, for HIG Consumers Apple stands for Quiet Luxury, gives them control, simplifies life & brings Peace of Mind
66.19
66.18
65.65
66.62

Tata Motors leading in the Automobile category
1 2 3 4 5
76.50 71.11 71.07
80.56 78.58
Top 5 Meaningful
brands in
Automobile
Category
74.91 70.05 69.05
79.27 75.88
INCOME GROUP WISE
LOW
MIDDLE
HIGH
76.44 71.81 71.47
81.18 78.43
78.46 71.69 72.35
81.26 82.12
Auto category brands are more
meaningful amongst MIG & HIG
Tata more meaningful amongst
MIG & HIG
Maruti & Hyundai are more
meaningful amongst HIG
Tata Motors : Safe Products, Best Interest, Simplifies, Digital Experience, Innovative
Maruti : Leader, Purchase Experience, Range, Delivers, Wealth, Happiness
Hyundai : Confidence, Happiness, Unique, Reputation

Top 5 Meaningful Brands in
Delivery Platforms |Home Care | OTC & Health Care
1 2 3 4 5
77.80 76.98 76.56
82.49 82.41
Top 5 Meaningful
brands in
Home Care
Category
1 2 3 4 5
72.37 71.71 70.36
80.10 79.10
Top 5 Meaningful
brands in
OTC & Health
Care Category
Harpic leading in
Home Care Category
Moov leading in OTC Category
Manforce & Durex In Healthcare
Jio Mart is leading in
Delivery Platform Category
1 2 3 4 5
71.57 71.03 68.57
75.50 73.57
Top 5 Meaningful
brands in
Delivery Platform
Category
Manforce is more meaningful amongst Young, whereas Durex is more meaningful amongst Adults & Mature consumers

Prime Video leading in Entertainment category
1 2 3 4 5
78.62 68.64 64.62
81.19 79.61
77.42 66.11 63.24
81.12 79.50
80.74 70.80 64.50
81.70 80.72
79.14 71.80 67.13
80.91 78.93
Top 5 Meaningful
brands in
Entertainment
Category
AGE GROUP WISE
Amazon Prime & Hotstar
are meaningful across
All Age Groups
Netflix more meaningful amongst
Adults & Mature
YOUNG (18-35yrs)
ADULT (36-45yrs)
MATURE (45+ yrs)

Jio & Airtel are the most meaningful brands in Telecom
1 2 3
65.80
73.38 73.25
61.85
74.97 70.89
64.75
71.99 73.89
68.96
72.81 74.86
Top 3
Meaningful brands
in
Telecom
Category
AGE GROUP WISE
Jio more meaningful to Young
consumers
Dials up ‘Me’ qualities like Happiness,
Pride, Life Satisfaction
Airtel performs better amongst Adult &
Mature audiences
Perceived to be a brand that Listens &
respects customers, is closer to
people, makes life easier &
delivers on their promise
YOUNG (18-35yrs)
ADULT (36-45yrs)
MATURE (45+ yrs)

Google leading in Internet & Media category
1 2 3 4 5
85.27 78.38 77.13
86.05 85.52
83.55 78.59 74.16
84.73 83.52
YOUNG (18-35yrs)
ADULT (36-45yrs)
MATURE (45+ yrs)
86.25 78.30 79.31
86.13 86.37
87.40 78.08 80.27
88.02 87.94
Top 5
Meaningful brands
in
Internet &
Media Category
AGE GROUP WISE
Google, YouTube &
WhatsApp are meaningful amongst
Adults & Mature
Instagram is meaningful across
All Age Groups
Facebook meaningful amongst
Adults & Mature
Google: Unique, Leader, Sustainable innovations, Culture & Education, Causes
WhatsApp : Safe Prods, Digital experience, Transparent, DE&I, Happiness, Connecting, Simplifies
Life

Tanishq leading in Jewellery category
1 2 3 4 5
75.03 71.26 69.62
82.77 78.80
74.89 70.79 68.65
82.04 79.57
YOUNG (18-35yrs)
ADULT (36-45yrs)
MATURE (45+ yrs)
77.48 72.64 70.02
84.07 80.52
72.49 70.70 71.46
82.99 75.14
Top 5
Meaningful brands
in
Jewellery
Category
AGE GROUP WISE
Instagram is meaningful across
All Age Groups
Facebook meaningful amongst
Adults & Mature
Tanishq: Unique, Leader, Sustainable innovations, Culture & Education, Causes
Kalyan: Range, Good value, Quality prods, Unique, Best interests, Good feeling
Forevermark : Challenger, In store experience, Quality Prods, exclusive Exp., Self expression,
Special

MRF Tyres leading in Auto Component category
1 2 3 4 5
75.30 71.94 71.19
82.74 79.93
74.29 68.10 67.99
80.26 77.09
74.79 72.78 71.22
82.64 80.37
77.30 75.10 74.44
86.07 82.72
Top 5 Meaningful
brands in
Auto
Component
Category
MRF: Quality Prods, Delivers, Good Reputation, Innovative, Control, Peace of mind
TVS : Self expression, Happiness, Simplifies life, Confidence, Safe Products, Good Value, Leader
INCOME GROUP WISE
LOW
MIDDLE
HIGH
Auto Component category
brands are more meaningful
amongst MIG & HIG
MRF is meaningful across All
Income Groups and delivering on
Functional benefits
Whereas TVS is delivering more on
Personal Benefits

The 8 ways to grow
in the “Me-conomy”
We’ve identified 8
ways businesses and
brands need to behave
to become more
meaningful

1. Make mental and physical wellness universal
Health and wellness have become central concerns for all. Brands need to create access and support, and
democratize aspirational lifestyle benefits that have felt out of reach and exclusive
people in the survey declare making a real
eﬀort to be physically and mentally healthy
The Most
Meaningful Brands™
perform
10
out
of
7
69% feel that companies/brands should be doing more to
improve and support people’s health and well being
Note:
MostMeaningful Brands(top 10% performing brands on MB Index) average performance score compared againstoverall average performance score on
Energised,Good Feeling,Peace of Mind,Confidence,Happiness,Healthy attributes.
+39% better in inspiring me to
take a healthier approach
to life

2. Enable people to do
and feel more
As people's expectations of brands expand, it’s time to expand
what benefits brands can bring to people’s lives as inspiration for
new behaviours and ideas.
As this continues, brands can play a larger role, especially in brand
content and activations, as advisors, gurus and more.
Note:
Dimensions/attributessortedby Quality of Life index acrossall pillars.
In our Personal
attributes index:
108 Simplifies Life
107 Good Feeling
are some of the top
performing attributes.
The Most Meaningful Brands™ perform
significantly better than the average brand in
providing that creative spark:
+41%
+40% Makes me feel more confident
Inspires me with new
ideas and possibilities

of respondents agree it is important
that we coexist harmoniously with
people diﬀerent from us
10
out
of
7
feel it is important for them to
express their true thoughts and
opinions
The expectations and parameters of inclusion generally are
becoming more hyper individual by the second.
What started with race and gender has expanded to include
neurodiversity, class diversity, and more. And they extend from
visibility in marketing, to widening opportunity for under-
represented groups.
The Most Meaningful Brands™ perform +64% on help me express myself and my
identity
Note:
MostMeaningful Brands(top 10% performing brands on MB Index) average performance score compared againstoverall average performance score on Self Expressionattribute.
3. Respect and celebrate difference
10
out
of
4

4. Let the joy shine through
More brands through product, messaging or activation are trying to
inspire optimism, joy and escapism to consumers as they grapple with
uncertain times.
75%
In the top 10 attributes to contribute to Quality of Life:
Note:
Dimensions/attributessortedby Quality of Life index acrossall pillars.
of people say they are
optimistic about the
future.
“Helps me feel good
about myself ”
“Gives me a sense of
happiness”
“Helps me feel
energized and alive”

As purpose turns inward, sometimes a worthy cause is simply being great - removing barriers from consumer lives. Helping people save
time,or making life easy.
Or simply removing the “computer- says-no” attitude. This is coupled with a wider focus on consolidation of consumer habits, whether
that’s brands, retailers or banking.
5. Make it all super-seamless
Meaningful Brands perform
+31%
Simple and easy
purchase/digital
experiences
Exclusive
experience and
individualization
Respects my
personal data
Note:
Average score of MostMeaningful Brands(top 10% performing brands on MB Index) performance compared againstoverall average performance on Data Privacy,Exclusive Exp., Purchase Experience,Respect,
Digital Experience,In-store Experience attributes.
better on Customer
Experience attributes like:

In Havas' Meaningful Brand's study, good value and range of products that best fit my needs ranked as key attributes among 2023
audiences. Offering products and services at accessible levels is becoming a purpose of its own.
Brands and retailers are working harder than ever to
create products that are high quality, and bring joy, but
are also accessible to everyone,”
- Mark Sinnock
Global Chief Strategy, Innovation & Data Officer,
Havas Creative Network
“
Most Meaningful Brands™
perform better than average brands on Value attributes:
+36% on offering good value for my money
+36%
Note:
MostMeaningful Brands(top 10% performing brands on MB Index) average performance score
compared againstoverall average performancescore on Good Value and Range attributes.
on offering range of products that fits my needs
6. Unlock accessibility - Affordability is
the new inclusion

The role of a brand when it comes to purpose is increasingly not to be the celebrity or
the saviour, but the facilitator.
6 out of 10
People according to Havas’ Meaningful Brands™ are being the change they
want to see in the world
As purpose turns inward, or becomes more personal, more
consumers want to be part of the activism –
not on the sidelines.
And they want brands to support them, platform them, and
involve them. Elsewhere, generally, brands are thinking
outside the box when it comes to helping causes - instead of
donating money, donating skills, media, exposure, and
expertise.
Note: 66% say they are prepared to make personal sacrificesto save the planetand 57% say they take a stand on politicalissuesthatare importantto them
7. Become a platform –
Enable people to make Purpose Personal

Transparency continues to be a priority – especially about claims. Amid this,
brands are taking a new approach where purpose driven activities are
positioned with honesty, humility and humour.
New purpose messaging from brands has an increasing sense of levity
in line with what we see with Meaningful Brands’ data.
People expect purpose driven behaviors from brands but are
increasingly cynical and also see this - sustainable goals, ethical
behavior - as just how a 21st century brand should operate. Innovative
brands are speaking about purpose with a humble
or humorous tone of voice.”
— Mark Sinnock,
Global Chief Strategy, Data & Innovation Officer, Havas Creative Network
“
Most Meaningful Brands perform +38% better in being transparent and honest in
their activities and communications than the average brand2.
“Is transparent and honest in its activities and communications” is the
#4 Collective attribute to drive Trust1.
Note:
1. Dimensions/attributessorted by Trust index across all pillars.
2. Most MeaningfulBrands (top10% performing brands on MB Index) average performance score compared againstoverall
average performance score on Transparentattribute.
8. Do good without the drama

HAVAS GROUP - CONFIDENTIAL & PROPRIETARY – PA
Welcome to the “Me-conomy”
where Purpose gets Personal
The key 8 Meaningful Brands™ rules
1. Make mental and physical wellness universal
2. Enable people to do and to feel more
3. Respect and celebrate difference
4. Let the Joy shine through
5. Make it all super-seamless
6. Unlock accessibility
7. Become a platform for people to live more purposefully
8. Do good without the drama

Thank you
HAVAS - CONFIDENTIAL & PROPRIETARY

HAVAS - CONFIDENTIAL & PROPRIETARY

How brands can thrive in the "Me-conomy

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