Ep 114 : Sanchita Roy on How Can Brands Be More Meaningful in People's Lives - Havas Meaningful Brands Study

In a sea of brands, the Meaningful Brands Study dives deep to find those with true substance. What's the core compass guiding this research, and how vast is its impact? What does it mean to be a meaningful brand in the current times? 222% market outperformance is mind-blowing. How do meaningful brands weave purpose into profits, and can this be replicated? Gen Z holds the key to tomorrow's economy. What makes brands truly meaningful in their eyes ? What is the Me-conomy? Does it change how we approach strategizing for brands? Please elaborate with examples What are the key ‘me’ benefits/ principles that top Meaningful Brands deliver on (ref 2023 report)? The Meaningful Brands Study is powerful, but how does Havas leverage it to guide clients beyond insights? Sanchita answers the above questions and many more as she takes us on a journey of how cultural and societal forces are changing what it means to be meaningful for brands.Sanchita Roy is the Chief Strategy Officer at Havas Media Group, India. Sanchita is a consumer behavior specialist with over 21+ years of experience in research & insights, communication planning, Data science & brand strategy, having diverse category experience from FMCG to Telecom to Automobiles to Tourism. Please connect with her on Linkedin https://www.linkedin.com/in/sanchita-roy-2b5aabb/ Email her at sanchita.roy@havasmedia.com Jagged with Jasravee is facilitated by Jasravee Kaur Chandra. She is Senior Vice President of Strategic Planning at Havas Creative, India. Jasravee has over 20 years experience as a Strategic Brand Builder, Communications Leader and Entrepreneur. Please visit Jasravee at https://jasravee.com/ Connect with Jasravee on Linkedin at https://www.linkedin.com/in/jasravee/ Email Jasravee at jasravee@gmail.com Follow Jagged with Jasravee on Social Media Campsite One Link : https://campsite.bio/jaggedwithjasravee Index 00:00 Preview & Introduction to Sanchita 02:18 Purpose and Premise of the Meaningful Brand Study 08:15 Why Meaningful Brands Outperform the Market 12:21 Consumer’s Search for Meaning and Expectations from Brands 14:29 Purpose vs. Meaning, Covid Rebooted: How Our Values Shifted 15:23 Rise of Me-conomy - Purpose Becomes Personal 20:47 Gen Z - Search for Meaning Amongst the Youth 24:11 Meaningful Today is Being Personal- Examples of Mattress & Auto 32:02 From Age of Cynicism to Me-conomy - How Covid Changed Us 36:38 Brand Meaning Makeover: How to Use Meaningful Brand Study 39:52 Applying the Study to a Global Fast Food Brand 43:07 Rapid Fire - Personally Speaking with Sanchita Roy 44:44 Connecting with Sanchita Roy
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