Consumers say 77% of brands are irrelevant

11 March 2019 /
sign "your culture is your brand"
More than 80% of brands in the Europe could disappear and consumers would not miss them.

The figures are highlighted by the most recent study by the agency Havas, Meaningful Brands 2019, based on 1,800 brands and 350,000 consumers from 31 countries.

Globally, the sentiment remains with consumers stating that 77% of the brands analyzed are irrelevant, an increase of 3% compared to the results of the same study conducted in 2017.

The study reveals that brands perceived as significant and working for positive changes in the world present a better performance in the stock market (a difference of 134% compared to brands considered less relevant), as well as a 9 times greater wallet-share, which refers to the amount of the consumer’s total expenditure captured by the brand.


55% of consumers understand that brands have a greater weight in creating a better future than the one they attribute to the government itself, meaning that consumers align with the values ​​and ideological positions of brands.

And if content is king, for the respondents 58% of the content generated by the 1800 largest brands in the world has no quality, is irrelevant and does not meet their expectations.

In the Top 10 of most “meaningful brands” are Google, which ranks first, followed by Paypal, Mercedes-Benz, WhatsApp, Youtube, Johnson & Johnson, Gillette, BMW, Microsoft and Danone.

Since 2017, the following brands have dropped from the Top 10: Samsung (from 5th to 16th), Nivea (from 7th to 12th), Ikea (from 9th to 23rd) and Lego (from 10th to 30th). These brands have been replaced by Gillette, BMW, Danone and Johnson & Johnson.

For Johnson & Johnson this change comes after the brand announced a rebranding of its baby care portfolio, taking a path towards greater transparency.

Gillette also received major media exposure after their recent campaign criticizing toxic masculinity and it’s effect on society.

Source: Havas Group and Marketing Week