The Meaningul Brands 2021 study, conducted by Havas, found which of the 10 brands that Portuguese consumers consider the most relevant, with three Portuguese names on that list.
Delta, Compal and Continente are the three Portuguese brands on this list, which join Decathlon, Google, IKEA, Mercedes-Benz, Nivea, Olá and YouTube.
The study notes that there are brands that have made relevant gains by adjusting their message and serving the needs that the pandemic has boosted. For example, Continente with access to basic goods, Google and YouTube with access to information and entertainment, IKEA, to make the home a more comfortable and multifunctional space, and Decathlon, providing materials to increase the level of physical activity.
We’ve long talked about the purpose of branding, and this new wave is further emphasizing the need for brands to act authentically, deliberately contribute to building a better society, and go beyond the benefits of functional products (which should never be underestimated). It is important to consider how brands can lastingly affect individual and collective well-being, and to adjust their offerings according to the needs and sensitivities that the pandemic has increased and which will remain,” Sofia Vieira, director of Insights & Strategy at Havas Media Group.
The study found that there is a gap between consumer expectations and the perception of delivery by brands, which translates into a relevant number: 68% of brands can disappear without consumers’ attention.
He also mentions that while 71% of Portuguese people think it’s their responsibility to make a difference, 83% think it’s a good time for brands to act for the good of society and the planet. If they did, 72% of respondents said they would be willing to reward them.
However, there is still a long way to go for brands, with 81% saying they are tired of empty promises and 72% saying they would rather buy brands whose purpose goes beyond making a profit. 84% of Portuguese believe that brands should support people and 88% believe they should support their employees as well.
Finally, the study indicates that 74% of Portuguese would like to have more relevant experiences. To meet expectations, brands must support consumers (protect their purchasing power, provide solutions that facilitate their daily lives and save time, encourage the adoption of healthy lifestyle habits, and contribute to greater satisfaction). But they must also contribute to building a better future – helping Portuguese people project themselves into the future by acquiring new skills and ideas (such as access to culture and education).
Supporting the economy is also essential, particularly boosting local production and creating jobs, making its supply and value chain increasingly sustainable. The goal is for the consumer to play an active role in building a better future, to become an engine of change.