as product or service, and we can see that people are definitely more focused on the wider impact that businesses or products they deal with have. They care more and are better informed. We came up with the term‘ expectation inflation’. People expect the brands they trust and buy into to do the right things. Obviously there is a trade off and sometimes people will turn a blind eye to things that maybe they don’ t necessarily support because of the strength of their connection to the brand. But on the whole audiences now expect brands to have a net positive impact. If they don’ t, it affects their buying decisions. Our study shows that those organisations triangulating between business, personal and societal needs
Founded in 1957 by Sir Terence Conran, Conran Design Group is Havas’ flagship brand and design consultancy. The firm has 250 people working across six global studios and is the global branding and design agency that shaped the Paris 2024 Olympics and Roland Garros. It has also developed the brand strategy and identity for globally recognised brands such as Aston Martin, Nokia and Coca-Cola.
perform better as a whole – their market value and growth trajectory is stronger because there is no anchor in the water dragging them back. Our data shows that doing the right thing is good for business, and that consumers are quick to align or unalign themselves with businesses depending on if they were living up to their responsibilities. businesschief. com
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