The industrial definition of prosperity is optimizing the production for “more, bigger, faster, cheaper” consumption of goods and stuff. But today people’s values are shifting towards a more human definition of prosperity in which what it truly matters is to live a meaningful life, with true friendship, rich of authentic personal relations, to have a meaningful work and possibly to buy stuff that makes the consumer a smarter, wiser, closer, feater, tougher, more productive, more connected person.

That’s why the concept of meaningful brands is becoming more and more important for companies that want to remain in the market and want to ourperform their competitors. A product (or a service) from a meaningful brand doesn’t harm society, it doesn’t harm the nature nor the community and has a tangible, positive impact in people’s life helping to enrich and to better fulfil their lifes in terms of human values.

85% of consumers expect companies to become actively involved in solving social and environmental issues *

72% of consumers trust companies if they produce responsibly and they are sustainable *

57% of consumers feel more empowered so that they can make a company behave more responsibly *

53% of consumers would pay more for products produced in a socially responsible way *

Meaningful brands contribute to individual and to collective wellbeing helping people and society to fluorish: this is why consumers care about those brands.

All this has a very simple meaning: improving wellbeing is an opportunity and an imperative that today companies can not afford to miss.

*Data published in the infographic created by HavasMedia and available on their website at this link.