A global survey by Havas revealed that most consumers couldn't care less if the majority of brands disappeared. Europeans, specifically, believe that only 5% of brands make their lives notably better and wouldn't be bothered if 92% of brands disappeared entirely. The survey also revealed that companies that improve the quality of peoples' lives are able to create impactful connections that last for the long term. This supports other trends revealing that consumers are increasingly choosing products and services that not only align with their lives, but also transform their lives. As such, brands that offer authentic and meaningful experiences (not just 30 second adverts and 140 character tweets) will be the ones that succeed in connecting with consumers.
