Havas Media’s MPG Releases Second Annual Brand Sustainable Futures Analysis

Proprietary Brand & Consumer Analysis Reveals That Only 33% of Brands Are Considered Meaningful by Consumers

Home Depot, Kraft and Google Top Consumer List of Most Meaningful Brands

NEW YORK--()--Havas Media and MPG today released the results of its second annual Brand Sustainable Futures report, a proprietary global analysis that tracks consumers changing opinions on corporate sustainability and their perceptions of which brands are doing it best.

The agencies’ ground-breaking global analysis and framework, ‘Brand Sustainable Futures’, explores the challenges brands are facing in the new economic landscape. The 2010 results, taken from responses from more than 30,000 consumers in nine countries, including the US, reveal a strong correlation between a brand’s ‘’meaningfulness’’ and its perceived sustainable performance, suggesting that the more sustainable the brand is perceived to be, the more meaningful it becomes to consumers.

This year, the analysis reveals:

1.   Only one third of brands are considered meaningful by consumers.
2. Home Depot is perceived the most meaningful and sustainable US brand by consumers, followed by Kraft (#2) and Google (#3).
3. Although sustainability remains a key issue for consumers worldwide, only 5 percent of US consumers always consider environmental/social aspects when making purchase decisions.
4. Confusion, lack of clarity and perceived higher prices prevent responsible purchasing in more than half of the consumers questioned – in the US, price is the main barrier to buying responsible products.
5. Globally, an increasing majority (76 per cent vs. 70 per cent in 2009) place the responsibility for environmental and social issues on business rather than governments.

Brand Sustainable Futures was conducted via on-line survey to 30,000 consumers in 9 countries: Brazil, China, France, Germany, India, Mexico, Spain, UK and the US. Fieldwork took place between March 15 and April 14, 2010. Consumers screened for familiarity of each brand prior to rating. The project explores 150 brands across 10 different industries.

About Brand Sustainable Futures:

Brand Sustainable Futures is Havas Media’s first-to-market framework to help companies build strong and meaningful brands using sustainability as a key platform. It has the unique ability to assess, track and compare how a company’s sustainable endeavours resonate with consumers and the contribution these, in turn, make to brand equity. Its results offer an unprecedented and detailed analysis of the challenges and opportunities for brands when developing a relevant and credible dialogue with consumers.

Now in its second year, the analysis shows that social issues and sustainability still rank as a major concern among consumers worldwide. Furthermore the onus for action rests firmly with companies, with a significant 80 per cent of consumers expecting business to act responsibly.

To help companies take a corporate temperature check the project’s proprietary metric – the Brand Sustainable Futures Quotient (BSF Quotient), allows a company to assess, track and compare its brand’s sustainable health over time. The higher the SFQ the more sustainable the brand’s health is perceived to be.

Maria Luisa Francoli, CEO of Havas Media North America and MPG Global, commented: “What we are seeing increasingly is that brands that will do well in the future will also be the brands that are doing good. Doing good means not just good for humanity or good products, but it also means brands will need to provide benefits to consumers beyond the pure usage or consumption of their products. Sustainability is an important part of this promise to consumers.”

If you would like to find out more about Sustainable Futures please visit www.havasmedia.com or contact:

Suzie.warner@havasmedia.com, + 44 (0) 7968 450 185
Helene.nice@havasmedia.com +44(0)20 7393 2533

Contacts

Havas Media
Suzie Warner, + 44 (0) 7968 450 185
Suzie.warner@havasmedia.com
or
Helene Nice, +44(0)20 7393 2533
Helene.nice@havasmedia.com

Contacts

Havas Media
Suzie Warner, + 44 (0) 7968 450 185
Suzie.warner@havasmedia.com
or
Helene Nice, +44(0)20 7393 2533
Helene.nice@havasmedia.com