New research from Havas reveals that almost seven in ten (69%) won’t let the tough times keep them down, despite believing the world is going in the wrong direction.
Commissioned with YouGov, the “The Rise of the Change Makers” report identifies a trend towards resilience and optimism among consumers across 24 markets and more than 2,600 brands.
Around 67% of respondents reported being happy, with 59% feeling optimistic about the future.
However, things weren’t all positive. Some 63% said they feel its difficult to plan for the future when the world is so uncertain.
According to the findings people are mitigating this by taking control of their circumstance, with over half (56%) claiming they feel more in control of their lives today than they did a year ago.
There were mixed feelings on tech, with almost seven in ten (67%) expressing concerns about personal privacy in the digital age but six in ten (60%) were positive that tech allows new possibilities for society.
The respondents also gave insights on what brands need to do to keep people on board, including showing more humanity and generosity when times are tough (73%), doing more for the good of society and the future of the planet (71%) and helping save money (68%).
Others agreed with suggestions such as making my day-to-day life easier (63%) and helping to save time (61%).
Commenting on the findings, Havas Creative Network global chief strategy data and innovation officer Mark Sinnock said: “We’ve entered a New Era of Agency where the only way to survive is to adapt. We see people take a step forward.”
“They still expect help, and consumer centricity from brands, but they also feel a new sense of optimism and empowerment to affect change and build the future they want.”
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What do brands need to lean into the trend towards “agency”?
Asked what brands need to do to keep people on board, respondents said showing more humanity and generosity when times are tough (73%), doing more for the good of society and the future of the planet (71%) and helping to save money (68%) would all be helpful.
Others agreed with suggestions such as making day-to-day life easier (63%) and helping to save time (61%).
The report concludes with five guiding principles:
- Investing in pragmatism to support the essential needs of saving time and money and simplifying lives.
- Lead with tech optimism but also care and caution
- Boost holistic health across generations
- Celebrate communities and foster connections for a more inclusive future
Havas global chief strategy, data and innovation officer Mark Sinnock said: “We’ve entered a New Era of Agency where the only way to survive is to adapt. We see people take a step forward.”
“They still expect help, and consumer centricity from brands, but they also feel a new sense of optimism and empowerment to affect change and build the future they want.”
Havas Media Network global chief strategy officer Joanna Lawrence added: “The results of this year’s Meaningful Brands study are heartening. People are far from blind to the challenges in the world today, but they feel a sense of agency over their happiness.”
“Brands that understand this new resilient and optimistic consumer and empower them to build the life that they want, will build loyal, lasting relationships with their customers.”
It comes as a new Bank of America survey of fund managers has revealed growing optimism among investors.
