Havas’ Meaningul Brands 2021 study revealed which of the 10 brands that Portuguese consumers consider to be the most relevant, with the three Portuguese names on this list.
Delta, Compal and Continente are the three Portuguese brands on this list that have joined Decathlon, Google, IKEA, Mercedes-Benz, Nivea, Olá and YouTube.
The study says there are brands that have achieved greater relevance by adjusting their message and offering to meet the needs caused by the pandemic. For example, Continente with access to essential goods, Google and YouTube with access to information and entertainment, IKEA to make your home more comfortable and versatile, and Decathlon to provide the materials you need to increase your physical activity.
We’ve talked about the purpose of brands for a long time, and this new wave further underscores the need for brands to act with sincerity, consciously contributing to building a better society, going beyond the functional benefits of a product (which should never be underestimated). It is important to think about how brands can impact individual and collective well-being over the long term by adapting their offerings to needs and sensitivities that have intensified and that will persist. ”- Sofia Vieira, Director of Analytics and Strategy, Havas Media Group. …
Research shows that there is a gap between consumer expectations and brands’ perception of delivery, which translates into a relevant number: 68% of brands can disappear without consumer concern.
It is also mentioned that while 71% of Portuguese think they have a responsibility to make a difference, 83% believe it is time for brands to act for the good of society and the planet. If yes, then 72% of respondents said they are ready to reward them.
Brands still have a long way to go, though: 81% say they’re tired of empty promises, and 72% say they prefer to buy brands that go beyond making a profit. 84% of Portuguese believe that brands should support people, and 88% believe that they should support their employees as well.
Finally, the study says that 74% of Portuguese want a more up-to-date experience. To meet expectations, brands must support consumers (protect their purchasing power, offer solutions that make their daily lives easier and save time, encourage healthier lifestyle habits, promote greater satisfaction). But they must also contribute to building a better future – helping the Portuguese to look to the future through the acquisition of new skills and ideas (such as access to culture and education).
Supporting the economy is also important, namely stimulating local production and creating jobs, which makes the supply and value chain more sustainable. The goal is for the consumer to play an active role in building a better future by becoming a driver of change.
