AT HAVAS WE BELIEVE IN

GROWTH POWERED BY DESIRE.

84% of brands suffer from indifference

Being seen is no longer enough.

Brands have more data, touchpoints and tools than ever, yet many are becoming more visible without becoming more meaningful. Optimisation is driving reach over resonance and efficiency over connection.

AI is flattening differentiation. The more AI-driven solutions brands use, the more alike they start to look. A brand’s biggest competitor isn’t another brand. It’s creators, influencers and the algorithms that power them.

Being known is only half the battle. To grow, brands have to be chosen.

WE HAVE A PROPRIETARY METHODOLODY, BACKED BY A SCIENTIFIC STUDY, FOR HOW BRANDS GROW.

87,000+

consumers

2,400

brands

Designed to understand what separates brands that grow from those that simply maintain visibility. Our findings were clear: the strongest performing brands don’t just capture attention, they

CREATE DESIRE.

Desire is the force that gets brands noticed, loved and shared. It moves people, shapes creativity and culture, and drives business performance.

Our research identifies three connected drivers that separate the brands that people feel indifferent towards from the brands they actively want;

ATTRACTION

The immediate spark that makes a brand feel compelling, distinctive and worth choosing, shaped by the influence and signals that surround it.
AFFINITY

The emotional alignment that makes a brand feel like it fits, reflecting who I am, what matters to me and the circles I belong to.
ATTACHMENT

The enduring bond that makes a brand part of my routine, my identity and my life; one I believe in and advocate for.