Havas Sharpens Lens on Diverse Audiences with Inaugural Meaningful Brands™ Special Report

Republica Havas and Havas Media Network magnify key findings on diverse consumers’ thoughts and minds around branding in the U.S.

MIAMI & NEW YORK, February 14, 2024 – Havas, one of the world’s largest global communications networks, has launched the inaugural 2024 Meaningful Brands™ Special Report in conjunction with Republica Havas and Havas Media Network to sharpen the marketing lens on the fastest growing and most influential audience in the U.S.: diverse consumers. 

Titled “Seize the Moment: Unleashing America’s Full Potential Through Diverse Consumers,” this groundbreaking Special Report presents a close-up and comprehensive look at how Meaningful Brands™ can more successfully connect with and court the nation’s Asian, Black and Hispanic populations across multiple generations.

The report was previewed in January during a special presentation in partnership with the Association of National Advertisers (ANA) and the Alliance for Inclusive and Multicultural Marketing (AIMM).

2024 marks the 15th anniversary of Havas’ annual Meaningful Brands™, a proprietary study providing a vital sense check for brands and their marketing plans. Unique to the industry, “Seize the Moment” examines a brand’s impact and equity, based on consumers’ perceptions and expectations across three key pillars: personal, functional, and collective benefits.

“Republica Havas is honored to be Havas Media’s collaborative partner for this inaugural Special Report that – for the first time in the 15-year history of Meaningful Brands™ – shines the spotlight on diverse consumers to grasp a clear understanding of their aspirations, guardrails, and expectations of brands in today’s world,” explained Catarina Gonçalves, Chief Strategy Officer, Republica Havas – which is minority certified by the National Minority Supplier Development Council (NMSDC) with prestigious Corporate Plus designation. 

“Using valuable insights from Meaningful Brands™, we were able to extract critical information related to the U.S.’s ever-growing multicultural population to research how these audiences differ from their counterparts, and why brands need to pay attention if they hope to succeed with these powerful consumers,” she added.

With over 57,000 participants, 280+ brands across 31 categories in the United States were surveyed. According to the findings, 54% of U.S. diverse consumers wouldn’t care if brands disappeared tomorrow. But Meaningful Brands™ are poised to win loyalty, occupy a bigger space in culture, and, as such, enjoy long-term growth. Consider the data: America has morphed into one of the world’s most diverse nations, where minority ethnicities now make up 42% of the total U.S. population yet drive 100% of the country’s population growth.

“The window of opportunity is open for brands to engage with diverse audiences, who are hungry for meaningful connections. This isn’t just about staying relevant; it’s about an untapped business opportunity.” said Liliana Caro, SVP, Strategy & Multicultural for Havas Media Network. “By embracing diverse consumers’ needs and aspirations, brands can elevate their marketing strategies to unprecedented heights, capitalizing on a market that’s not just growing, but also increasingly influential.”

Designed specifically to help brands prioritize and forge meaningful connections with diverse audiences, the Special Report delivers valuable research and key takeaways – including this five-guideline checklist: 

  1. Walk the talk, launch & stay: Transparency and honesty should extend beyond expectations, with a call for concrete action on pressing societal and environmental issues. Brands are urged to act ethically and with integrity. 
  2. Be an ally, elevate everyday life: Leading brands will excel by delivering personalized and seamless experiences that resonate with diverse audiences and improve their daily lives.
  3. Behave like a coach: Promote confidence – energizing, and fostering well-being, including mental and physical aspects, is crucial. Brands should offer emotional support, financial wisdom, and contribute to the desire for healthier living. 
  4. Be a mentor: Consistently meeting expectations and nurturing consumer connections is vital, with 48% of diverse audiences seeking inspiration from brands.
  5. Act like a challenger: Embracing challenges and driving innovation, creativity, and disruption is key. Brands should aspire to be more than product sellers.
  • Visit Meaningful-Brands.com to view a sample of the special report, “Seize the Moment: Unleashing America’s Full Potential Through Diverse Consumers,” along with past Meaningful Brands™ studies from Havas. 

For more information, contact: Cecile Corral, Senior Communications Strategist, at [email protected].

 

About Havas

Founded in 1835 in Paris, Havas is one of the world’s largest global communications networks, with more than 23,000 people in over 100 countries sharing one single mission: to make a meaningful difference to brands, businesses, and people. Havas has developed a fully integrated model through its 70+ Havas Villages around the world, covering all communication activities. The teams of the three business units, Havas Creative Network, Havas Media Network and Havas Health & You, work together with agility and in perfect synergy to offer tailor-made, innovative solutions to clients that support them in their positive transformation. Havas is committed to building a diverse culture where everybody feels they belong and can be themselves and thrive. Havas integrated into Vivendi, a global leader in media, entertainment, and communications, in December 2017. Further information about Havas is available at www.havas.com.

About Republica Havas 

Republica Havas is a global communications company providing culture-forward marketing solutions to Fortune 500 and blue-chip brands through its Creative, Media, Health & Wellness, and Experiences divisions. The Miami-based agency has won numerous international awards and honors, including Cannes Lions, Effies, Clios, Silver Anvils, LIAs, and Ojos. Founded in 2006, NMSDC minority-certified Republica Havas is the lead multicultural partner of Havas, one of the world’s largest communications groups with over 700 agencies in 100 countries. Visit republicahavas.com and follow @republicahavas on social media.

 About Havas Media Network 

Havas Media Network (HMN) is the media experience agency. Havas Media Network delivers this brand promise through the Mx System, where meaningful media helps build more meaningful brands. Havas Media Network is part of Havas, owned by Vivendi, one of the world’s largest integrated content, media, and communications groups. Havas Media Network is home to more than 10,000 specialists across 150 countries worldwide, with 73 Villages. Global clients include Hyundai Kia, Puma, TripAdvisor, Michelin, Telefónica, Reckitt Benckiser, among many others. For more information, visit the website or follow Havas Media Network on Twitter @HavasMedia, LinkedIn @HavasMediaNetwork, Facebook @HavasMedia or Instagram @havas.