Paypal, BMW, Dm: these are the Meaningful Brands

The Havas Group presents its latest «Meaningful Brands Report 2024,» titled «The Rise of Change Makers,» and explores how people are developing a new form of resilience and a sense of agency amid ongoing crises. The study, for which Havas and YouGov surveyed 156,500 people worldwide and more than 12,000 in Germany, shows how brands can play a meaningful role in this complex landscape and what new expectations German consumers are placing on them.

Since 2008, the study has been examining how brands can play a meaningful role in people’s lives. This year’s report documents a society that is becoming more resilient in the face of rising inflation, social tensions, and the climate crisis, and calls on brands to make meaningful contributions to people’s lives.

Between «German Angst» and a Spirit of Optimism

Two years ago, the Collins Dictionary named «polycrisis» its Word of the Year, but as 2024 draws to a close, «permacrisis» is a more fitting description for a landscape in which climate change is escalating, the cost of living continues to rise, political differences are intensifying, and conflicts, violence, and humanitarian crises are affecting millions of people around the world, according to Havas. The study’s findings show that the «permacrisis» is having a significantly greater impact in Germany than in the rest of the world: About three-quarters of Germans see the world on a negative course—a more pessimistic view than the global average. While respondents in other countries are primarily concerned about the environment (65%), Germans are particularly worried about the domestic economy (60%), social division (57%), and the political landscape (54%).

Purpose Isn't Enough: What's Expected of Brands

As crises persist and a new mindset takes hold, expectations for brands to provide concrete support are also growing: Three-quarters of Germans want companies to show humanity during difficult times, and 7 out of 10 expect greater support for local communities. When it comes to sustainability in particular, nearly three out of four Germans demand that brands actively contribute to social improvement. Mere communication is not enough: «While brands have focused on »purpose’ in recent years, this year’s survey reveals a shift toward ‘progress’—consumers expect concrete actions and solutions rather than superficial promises. Especially in times of crisis, people want to see companies take responsibility and work for the common good,” explains Helen Lauff, Director of Business Intelligence at Havas Media Germany.

In fact, only a few brands currently meet these requirements: Just 26 percent of brands are considered indispensable by Germans. These brands score points primarily through personal and collective benefits: For example, they make everyday life easier or help people escape the daily grind, and they offer products with a good reputation or a high degree of innovation in the area of sustainability. Among Germans, collective benefits in particular are gaining greater importance this year in percentage terms, underscoring that brands must offer far more than just a purely functional benefit. An investment that pays off: Germany’s top Meaningful Brands are rated significantly higher than other brands in key brand KPIs such as brand value (+19%), trust (+49%), and loyalty (+59%).

In 2024, these brands stand out for their strong significance to Germans

• PayPal
• BMW
• Dm
• Audi
• Mercedes-Benz
• Samsung
• Apple
• Ikea
• Ratiopharm
• Edeka
• Rewe
• Philadelphia
• Bosch
• Aldi South / North
• Bose
• Mediamarkt/Saturn
• Miele
• Kerrygold
• Rossmann
• Sony