SUPER-STREAM

In January, we launched Havas’ new positioning, Growth, Powered by Desire, the belief that desire fuels brand growth. Today, we unveil The Science of Desire, a global study decoding how desire drives growth. Despite more data and tools than ever, many marketers optimize for efficiency over effectiveness. The result? 84% of brands sit in indifference, harder to notice, remember and choose. Being seen alone isn’t enough. You must also be desired. Our study (10 markets, 2,400+ brands, 87,500+ respondents) shows desire is built on three drivers: Attraction, Affinity and Attachment. Strengthening all three drives growth: +2.4x growth likelihood, +2.2x fame, +87% equity, +1.9x demand. The brands that win won’t just be visible, they’ll be desired.