The search for meaning in communication and marketing is a virtuous circle that benefits all parties: the consumer, the company and its employees, the shareholders, and society in general. More than ever, the search for purpose goes beyond sustainability and encompasses a more holistic model of collective well-being. Discover this new reality through concrete and local examples.

1. Hugues L. Rey
TALLINN, 3RD OF NOVEMBER 2022
The Virtuous Struggle for Sustainabilty
Leads to Meaningful (and Profitable) Brands
- a concrete state of play for marketers -

2. SUSTAINABLE
DEVELOPMENT
GOALS ARE
MULTIPLE
Social
poverty, violence, injustice,
education, public health, and labor
and human rights
Economic
for people: securing food, water,
shelter, and creature comforts; for
businesses: turning a profit
Environmental
protect and restore the Earth—
climate change, preserving natural
resources, and preventing waste
Cultural
protect and value the diversity
through which communities
manifest their identity and
cultivate traditions across
generations

3. THE ‘END OF THE WORLD’
VS
THE ‘END OF THE MONTH’
UNDERSTANDING SOCIAL
RESISTANCE TO SUSTAINABILITY
TRANSITION AGENDAS, A LESSON
FROM THE YELLOW VESTS IN
FRANCE

4. PublicHealth
78%
Economy
Politics Environment
77%
72% 72%
SOURCE: MEANINGFUL BRANDS™ 2021
A state of crisis
has shifted our
priorities
Three quarters of Global Citizens
feel we are living in a global crisis
across four key areas
THIS REPORT IS PRIVATE AND CONFIDENTIAL AND IS THE COPYRIGHT OF HAVAS GROUP

5. 73%
think brands must
act NOW for the
good of
society & planet
Expectation
is at an
All Time High
SOURCE: MEANINGFUL BRANDS™ 2021
THIS REPORT IS PRIVATE AND CONFIDENTIAL AND IS THE COPYRIGHT OF HAVAS GROUP

6. Twelve Year study exploring how brands
tangibly improve peoples’ lives
functionally, enhance their personal well-
being, ….
and contribute to
wider society
THIS REPORT IS PRIVATE AND CONFIDENTIAL AND IS THE COPYRIGHT OF HAVAS GROUP
Havas
concrete
&
applicable
Answer to the
Sunstainable
Goals
Challenge in a
Competitive
Marketing
Landscape

7. A Tangible Definition of 'Meaningful'
Understanding what matters across 3 pillars and 14 dimensions
PERSONAL BENEFITS
Messaging and behavior that connects
on an individual basis and serves a
specific personal need or want
COLLECTIVE BENEFITS
Company initiatives, behaviors, and
actions that respond to and connect
at the social and cultural level
FUNCTIONAL BENEFITS
Rational benefits focused on product
functionality , customer service,
interactivity, and technology
FUNCTIONAL
ECONOMY EMPLOYER ETHICS GOOD LIVING ENVIRONMENT SOCIAL
JUSTICE
PHYSICAL ORGANISATIONAL FINANCIAL INTELLECTUAL SOCIAL EMOTIONAL NATURAL
THIS REPORT IS PRIVATE AND CONFIDENTIAL AND IS THE COPYRIGHT OF HAVAS GROUP

8. There are
immediate
opportunities to
forge
meaningful
connections in
the short term
of Consumers expect
Brands to show
support to people in
times of crisis
v
77%
THIS REPORT IS PRIVATE AND CONFIDENTIAL AND IS THE COPYRIGHT OF HAVAS GROUP

9. Move the Marketing Mix from 4P’s to S.A.V.E.
in a Meaningful Connections
Product Place
Price Promotion
Service Value Access
Engage, Entertain,
Educate

11. Move the Marketing Mix from 4P’s to S.A.V.E.
in a Meaningful Connections
Product Place
Price Promotion
Service Value Access
Engage, Entertain,
Educate

13. Move the Marketing Mix from 4P’s to S.A.V.E.
in a Meaningful Connections
Product Place
Price Promotion
Service Value Access
Engage, Entertain,
Educate

15. Move the Marketing Mix from 4P’s to S.A.V.E.
in a Meaningful Connections
Product Place
Price Promotion
Service Value Access
Engage, Entertain,
Educate

16. SOURCE: MEANINGFUL BRANDS™ 2021
71%
Of Consumers are Tired of
Brands’ Empty Promises
Worsestill-UncertaintySpillsover.
Politicalandsocialunrest,
disinformationanddistrusthave
beguntoimpactourrelationship
withbrands.
THIS REPORT IS PRIVATE AND CONFIDENTIAL AND IS THE COPYRIGHT OF HAVAS GROUP

17. BANQUE
SOCIETE
GENERALE DE
BELGIQUE (1822)
FORTIS
BNPPF

18. 2009 - to avoid an inevitable bankruptcy (following an unfortunate
acquisition policy and the subprime crisis), the largest and
oldest Belgian bank is integrated into a French
Global group

19. 2010 - A promise of 1 Billion euros could be inconsistent if
you are a small independent

21. ENGAGE LOCALY TO MOVE FROM “PROMOTION”
TO SHOW SUPPORT

22. ENTERTAIN
OSEP Integrated
Communication
Campaign
BNP Paribas Fortis –
Boost your Business
Positioning BNP as the expert for local
entrepreneurs.
Image building in order to create Top
of Mind with target group
Selected trough Earned Media
Boost by Paid Media

23. EDUCATE
ASK YOUR BANK
BNPPF
HOW TO ANSWER THE
FINANCIAL QUESTIONS
OF 70% OF BELGIANS
WITH THE RESULT THAT
THE BANK'S
POSITIONING
INCREASED BY 30%.

24. EDUCATE
ASK YOUR BANK
BNPPF
HOW TO ANSWER THE
FINANCIAL QUESTIONS
OF 70% OF BELGIANS
WITH THE RESULT THAT
THE BANK'S
POSITIONING
INCREASED BY
30%.

25. Meaningful
Marketing Mix
(Functional – Personal – Collective)
Solution Driven
Benevolent
Authentic
Honest & Humble
Supportive

26. “a force for good and a force for growth”
Ourjobistoinnovateonourproducts.
Ourgrowthdriveseconomicgood.Growthdrivesjobs.
“The marketing community has stepped up to focus on
community impact – they’ve stepped up on equality and
inclusion and now sustainability,“ he said.
“But the industry in general has just gone too far into
the good and potentially not paying enough attention
to growth,“ he added, though didn’t name any specific
brands.
P&G’s mantra pre-Covid was that it wanted to be “a
force for good and a force for growth”. But in the face of
increasing economic pressure, it recently flipped that.
“The order matters, because first and foremost we’re in
business. Our job is to innovate on our products. Our
growth drives economic good. Growth drives jobs. And
it decides the partners you work with, the retailers you
work with. And then it enables you to do more good for
society and planet. Force for growth leads to being a
force for good.”
Pritchard
(P&G)
weighed
in today
June 17
2022

27. powered
by
Virtuous Circle
Sustainability drives …
Meaningfulness & Brand Equity

28. powered
by
Meaningfulness
could be
generated by
multiple facets
Imported from Detroit was the Grand Effie winner
because they sold the product, the category and the city

29. MEANINGFUL
VALUE FOR
PEOPLE
BUSINESS RETURNS
+Share of Wallet
+KPIs
+Financial Value
=

30. +10pts. vs. 2019
SOURCE: MEANINGFUL BRANDS™ 2021
People not only
expect better
behavior – they
are willing to
pay more!
53%
are ready to pay more
for a brand that takes
a stand on
environmental and
social issues
64%
of citizens prefer to
buy from
companies with a
reputation for
having a purpose
other than just
profits
THIS REPORT IS PRIVATE AND CONFIDENTIAL AND IS THE COPYRIGHT OF HAVAS GROUP

31. Return on Meaning Boost by KPI
Improving Performance by only 10%, Brand’s KPI Grow by…
14%
12%
10%
8%
6%
4%
2%
0%
FAMILIARITY
+4%
OVERALL
IMPRESSION
+6%
PURCHASE
+11%
REPURCHASE
+5%
ADVOCACY
+7%
PREMIUM
PRICE
+13%
boosts KPIs
Improving Meaningful Performance

32. 80
130
180
230
280
330
380
430
Stock-market cumulated values between 2008 and 2018
Source: Yahoo Finance / STOXX 1800
TOP MB
performers
Overall Stock
Market
Meaningful Brands
outperform the stock
market by 134%
2008 2018
2010 2012 2014 2016

33. In a nutshell
Why MeaningFul Brand Study
Matters Now More than Ever
After almost 50 years,
Davos Manifesto
was updated,
emphasizing the
responsibility for
businesses to be
stewards of the planet
and all people
In current landscape,
consumers and society
expect more long-term
value from businesses
and brands
The idea of stakeholder
capitalism is growing
in momentum
THIS REPORT IS PRIVATE AND CONFIDENTIAL AND IS THE COPYRIGHT OF HAVAS GROUP

34. Conclusions
Meaningful Brands
… are following the sustainable objectives
… are vital in Crisis Time
… means Business Returns
… must be integrated in the
Long Term Company Strategy
Meaningful
Brand

35. MERCI - THANK YOU - TÄNAN TEID !
HUGUES.REY@HAVAS.COM
@HUGUESREY
X