This is the global demand from consumers, in fact, 50,000 of them across 14 countries. Their views were measured by media consultancy Havas Media in their Meaningful Brands survey.
Quite surprisingly (at least for me), the study found that 70% of brands could disappear entirely without consumers noticing and that only 20% of the brands they interact with have a positive impact on their lives.
What’s the trick to making a brand meaningful and playing a larger role in our lives? Focus on outcomes, not outputs. The criteria, according to Havas Media Labs director, are simple: “Did this brand actually impact your life in a tangible, lasting, and positive way? Did it improve your personal outcomes? Did it improve your community outcomes? Did it pollute the environment?
Nike+ is a good example. “Instead of putting up another campaign of billboards with celebrities saying ‘Buy our shoes, they’ll turn you into a master runner,’ Nike+ actually helps makes you a better runner. That’s a constructive way to build a meaningful brand.”
Healthcare and well-being brands are perfectly suited to deliver on this expectation. The ability to help people become fitter, wiser, smarter, achieve what they can’t on their own is right up your alley.
Anything less is really inexcusable.