Havas survey: Consumers trust brands, not governments, to drive social change

The survey Project Superbrand: 10 Truths Reshaping the Corporate World, released on January 22 by Havas Worldwide, revealed that brands bear as much responsibility for driving positive social change as governments, and have a more important role in creating a better future. The study stated that there is a widespread disillusionment with traditional public stewards. Consumers believe that the private industry has more tools to solve social problems and create a better world. “Customers think: ‘I don’t really believe the Department of Motor Vehicles will help my car issues, but I think Tesla would'” said Tim Maleeny, CSO at Havas Worldwide. “In the fast-food business it’s about the quality of food sourcing and there is a demand for cleaner energy initiatives from big retailers. There is the increasing belief that companies have a responsibility to make everything better.” 65% of respondents said businesses bear as much responsibility as governments for driving social change. For 63% of millennials companies have a more important role than governments in creating a better future; 60% of Gen Xers and 55% of Baby Boomers, agree with them. 75% of the survey respondents said brands should focus more on driving social change and help solve the environmental problems than earning profit.