Cannes 2019: If caring means sharing, who cares about brands?
Consumers expect brands to contribute to their well-being and quality of life
Consumers have fallen out of love with brands. This sobering fact was shared at Cannes Lions 2019 in the form of a statistic from the 2019 Meaningful Brands Survey Powered by Havas Worldwide, which shows that consumers wouldn’t care if 77% of brands simply didn’t exist. This same survey also claims that 58% of brand content published lacks any meaning. Thus, over half of the content that’s produced is already dead in the water, falling by the wayside only to be lapped up by waste statistics.
It was a stark wake-up call for brand owners, marketers and agencies alike; a worrying reality check that pushed everyone to the edge of their seats and created space for an authentic response. And the response that echoed during the course of the festival was a resounding imperative to create impact and meaning through a purpose and, in doing so, enable a more emotive connection with people on issues that really matter.