Introduction
Havas’ global ‘Meaningful Brands’ survey has indicated for several years a huge disconnect between people’s expectations of brands and their actual experience. The 2021 survey of 395,000 people reveals that 73% believe that brands must act now for the good of society and the planet, but their cynicism is at an all-time high: only 47% of brands are seen as trustworthy, while 75% could disappear and be easily replaced.
At the same time, a gulf still exists between people’s stated attitudes towards sustainability and their actual behaviour. This “attitude-behaviour gap” has been widely documented across countries and categories and...