A scarcity of meaningful brands

In a recent study, Havas Media found that consumers wouldn’t care if 70% of brands disappeared. That sobering statistic is partially a result of consumer’s higher expectations for brands in 2013: it is not enough to simply sell a good product/service. Brands are also expected to positively impact “the wellbeing of individuals, communities and the environment.”  Those that don’t, consumers say, would not be missed if they went away.

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