{"id":7529,"date":"2023-10-09T14:58:00","date_gmt":"2023-10-09T03:58:00","guid":{"rendered":"\/?p=7529"},"modified":"2025-05-10T19:13:46","modified_gmt":"2025-05-10T09:13:46","slug":"new-havas-red-white-paper-outlines-how-brands-can-play-a-more-progressive-and-positive-role-in-society","status":"publish","type":"post","link":"https:\/\/havasred.com.ua\/en\/new-havas-red-white-paper-outlines-how-brands-can-play-a-more-progressive-and-positive-role-in-society\/","title":{"rendered":"NEW HAVAS RED WHITE PAPER OUTLINES HOW BRANDS CAN PLAY A MORE PROGRESSIVE AND POSITIVE ROLE IN SOCIETY"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"7529\" class=\"elementor elementor-7529\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-405a22b e-con-full e-flex e-con e-parent\" data-id=\"405a22b\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2525abe9 elementor-widget elementor-widget-theme-post-featured-image elementor-widget-image\" data-id=\"2525abe9\" data-element_type=\"widget\" data-widget_type=\"theme-post-featured-image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1920\" height=\"859\" src=\"\/wp-content\/uploads\/2024\/08\/whitepapercoverimage.png?wsr\" class=\"attachment-full size-full wp-image-7532\" alt=\"\" srcset=\"https:\/\/havasred.com.ua\/wp-content\/uploads\/2024\/08\/whitepapercoverimage.png 1920w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2024\/08\/whitepapercoverimage-300x134.png 300w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2024\/08\/whitepapercoverimage-1024x458.png 1024w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2024\/08\/whitepapercoverimage-768x344.png 768w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2024\/08\/whitepapercoverimage-1536x687.png 1536w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-600bfaee e-flex e-con-boxed e-con e-parent\" data-id=\"600bfaee\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7d294135 elementor-widget elementor-widget-post-info\" data-id=\"7d294135\" data-element_type=\"widget\" data-widget_type=\"post-info.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-inline-items elementor-icon-list-items elementor-post-info\">\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-3fd6f78 elementor-inline-item\" itemprop=\"datePublished\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-date\">\n\t\t\t\t\t\t\t\t\t\t<time>9 October, 2023<\/time>\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-45c0ee25 elementor-widget elementor-widget-global elementor-global-6058 elementor-widget-heading\" data-id=\"45c0ee25\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">NEW HAVAS RED WHITE PAPER OUTLINES HOW BRANDS CAN PLAY A MORE PROGRESSIVE AND POSITIVE ROLE IN SOCIETY<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-4e7f09eb e-grid e-con-boxed e-con e-parent\" data-id=\"4e7f09eb\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-1d416f5e elementor-widget elementor-widget-text-editor\" data-id=\"1d416f5e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Long gone are the days when consumers had no expectations of brands beyond their product or service \u2014 before purpose became disrupted and redefined, and progress and actions came into sharp focus. As life around the globe becomes more uncertain and many people feel uneasy, unsettled or even unsafe, brands continue to be faced with increased pressure to demonstrate they care \u2014 this time, not only at the collective but at the personal level.<\/p><p>Purpose is part of our DNA at Havas Red, and this is our fourth year studying it more closely. Always searching for new ideas and fresh perspectives that help propel the conversation forward, we are actively and continually listening \u2014 to our clients, our thought leaders and our industry. In our new white paper, we once again dig deeper into how brands are (or should be) responding to increased pressure to demonstrate their purpose, this time from wider, save-the-world causes to more personal, day-to-day matters.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-10737f52 e-con-full e-flex e-con e-parent\" data-id=\"10737f52\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3217e572 elementor-widget elementor-widget-image\" data-id=\"3217e572\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"2560\" height=\"1289\" data-src=\"\/wp-content\/uploads\/2024\/08\/pexels-photo-4094910-scaled.jpg?wsr\" class=\"attachment-full size-full wp-image-7545 lazyload\" alt=\"\" data-srcset=\"https:\/\/havasred.com.ua\/wp-content\/uploads\/2024\/08\/pexels-photo-4094910-scaled.jpg 2560w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2024\/08\/pexels-photo-4094910-300x151.jpg 300w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2024\/08\/pexels-photo-4094910-1024x516.jpg 1024w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2024\/08\/pexels-photo-4094910-768x387.jpg 768w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2024\/08\/pexels-photo-4094910-1536x773.jpg 1536w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2024\/08\/pexels-photo-4094910-2048x1031.jpg 2048w\" data-sizes=\"(max-width: 2560px) 100vw, 2560px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 2560px; --smush-placeholder-aspect-ratio: 2560\/1289;\" \/><noscript><img decoding=\"async\" width=\"2560\" height=\"1289\" src=\"\/wp-content\/uploads\/2024\/08\/pexels-photo-4094910-scaled.jpg?wsr\" class=\"attachment-full size-full wp-image-7545\" alt=\"\" srcset=\"https:\/\/havasred.com.ua\/wp-content\/uploads\/2024\/08\/pexels-photo-4094910-scaled.jpg 2560w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2024\/08\/pexels-photo-4094910-300x151.jpg 300w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2024\/08\/pexels-photo-4094910-1024x516.jpg 1024w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2024\/08\/pexels-photo-4094910-768x387.jpg 768w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2024\/08\/pexels-photo-4094910-1536x773.jpg 1536w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2024\/08\/pexels-photo-4094910-2048x1031.jpg 2048w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/><\/noscript>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-7d73e6c3 e-flex e-con-boxed e-con e-parent\" data-id=\"7d73e6c3\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-21402145 elementor-widget elementor-widget-text-editor\" data-id=\"21402145\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Across industries, we found five ways to make purpose personal:<\/p><p class=\"has-medium-font-size\"><strong>1. USE YOUR (BRAND) POWER FOR GOOD.<\/strong><\/p><p>It\u2019s a tall order: Be a good employer, contribute to the community, support the most vulnerable and act sustainably to meet the economic, social and environmental challenges of today. People are taking a stand on a wide variety of issues they care about and expect the brands they support to do the same.<\/p><p class=\"has-medium-font-size\"><strong>2. WELCOME EVERYONE AS THEY ARE.<\/strong><\/p><p>The business case for DE&amp;I is stronger than ever for brands to remain relevant, viable and competitive. After all, feeling included, respected and appreciated regardless of any real or perceived differences builds engagement and loyalty among customers, employees and business partners alike.<\/p><p class=\"has-medium-font-size\"><strong>3. WEAR YOUR PURPOSE ON YOUR SLEEVE.<\/strong><\/p><p>Brands need a purpose platform that is personal to them and their stakeholders. From purpose-driven consumers to values-driven employees and performance-driven investors, being transparent keeps all stakeholders informed to foster dialogue, enable engagement and drive real change.<\/p><p class=\"has-medium-font-size\"><strong>4. SUPPORT EVERYONE WHERE THEY NEED IT.<\/strong><\/p><p>To do more to improve individual health and well-being, brands must seek to make our lives simpler, easier and yet fuller \u2014 by helping us express ourselves as individuals, making us feel energized and alive, giving us a sense of peace and joy, inspiring us to make healthier choices and\/or helping us save time and money.<\/p><p class=\"has-medium-font-size\"><strong>5. MAKE IT PERSONAL \u2014 FOR EVERYONE.<\/strong><\/p><p>Brands must seek to become a platform that enables everyone to live more purposefully. In our post-pandemic world, consumers want to lead the change and be the change they want to see in the world, and they expect brands to become advisers, gurus and facilitators to help them shine.<\/p><p>Our thinking has been guided by Havas Group\u2019s proprietary and data-driven\u00a0<a href=\"https:\/\/www.meaningful-brands.com\/\"><strong>Meaningful Brands\u2122<\/strong><\/a>\u00a0report, which looks at how brands tangibly improve peoples\u2019 lives, enhance their personal well-being and contribute to wider society.<\/p><p><a href=\"\/wp-content\/uploads\/2024\/08\/Havas-Red_Purpose-Gets-Personal_October-2023.pdf\">Download the \u201cPurpose Gets Personal\u201d white paper<\/a>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-6bbe22d e-flex e-con-boxed e-con e-parent\" data-id=\"6bbe22d\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-475edb71 elementor-widget elementor-widget-global elementor-global-7666 elementor-widget-heading\" data-id=\"475edb71\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">More of our insights<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1a2e7469 elementor-grid-3 elementor-grid-tablet-2 elementor-grid-mobile-1 elementor-widget elementor-widget-global elementor-global-7669 elementor-widget-loop-grid\" data-id=\"1a2e7469\" data-element_type=\"widget\" data-settings=\"{&quot;template_id&quot;:&quot;6486&quot;,&quot;_skin&quot;:&quot;post&quot;,&quot;columns&quot;:&quot;3&quot;,&quot;columns_tablet&quot;:&quot;2&quot;,&quot;columns_mobile&quot;:&quot;1&quot;,&quot;edit_handle_selector&quot;:&quot;[data-elementor-type=\\&quot;loop-item\\&quot;]&quot;,&quot;row_gap&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;row_gap_tablet&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]},&quot;row_gap_mobile&quot;:{&quot;unit&quot;:&quot;px&quot;,&quot;size&quot;:&quot;&quot;,&quot;sizes&quot;:[]}}\" data-widget_type=\"loop-grid.post\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"e-loop-nothing-found-message\">\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-642ad7bc e-con-full e-flex e-con e-child\" data-id=\"642ad7bc\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-163b4994 elementor-widget__width-auto white hvr-underline-from-center hvr-icon-forward elementor-widget elementor-widget-global elementor-global-7672 elementor-widget-button\" data-id=\"163b4994\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/havasred.com.ua\/en\/insights\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-chevron-right\" viewbox=\"0 0 320 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M285.476 272.971L91.132 467.314c-9.373 9.373-24.569 9.373-33.941 0l-22.667-22.667c-9.357-9.357-9.375-24.522-.04-33.901L188.505 256 34.484 101.255c-9.335-9.379-9.317-24.544.04-33.901l22.667-22.667c9.373-9.373 24.569-9.373 33.941 0L285.475 239.03c9.373 9.372 9.373 24.568.001 33.941z\"><\/path><\/svg>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Insights<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-631d6d79 e-flex e-con-boxed e-con e-parent\" data-id=\"631d6d79\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-544a413 e-con-full e-flex e-con e-child\" data-id=\"544a413\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5c4adb43 elementor-widget elementor-widget-global elementor-global-6185 elementor-widget-text-editor\" data-id=\"5c4adb43\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span data-sheets-root=\"1\">Expertise, flexibility, customer focus \u2014 that's us.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6f7f5d40 elementor-widget__width-auto black hvr-underline-from-center hvr-icon-forward elementor-widget elementor-widget-button\" data-id=\"6f7f5d40\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/havasred.com.ua\/en\/contact\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-chevron-right\" viewbox=\"0 0 320 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M285.476 272.971L91.132 467.314c-9.373 9.373-24.569 9.373-33.941 0l-22.667-22.667c-9.357-9.357-9.375-24.522-.04-33.901L188.505 256 34.484 101.255c-9.335-9.379-9.317-24.544.04-33.901l22.667-22.667c9.373-9.373 24.569-9.373 33.941 0L285.475 239.03c9.373 9.372 9.373 24.568.001 33.941z\"><\/path><\/svg>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Contact<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Long gone are the days when consumers had no expectations of brands beyond their product or service \u2014 before purpose became disrupted and redefined, and progress and actions came into sharp focus. As life around the globe becomes more uncertain and many people feel uneasy, unsettled or even unsafe, brands continue to be faced with [&hellip;]<\/p>","protected":false},"author":2,"featured_media":7532,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-7529","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>NEW HAVAS RED WHITE PAPER OUTLINES HOW BRANDS CAN PLAY A MORE PROGRESSIVE AND POSITIVE ROLE IN SOCIETY - HAVAS Red | PR, Social Media, Experiential, Content<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/havasred.com.ua\/en\/new-havas-red-white-paper-outlines-how-brands-can-play-a-more-progressive-and-positive-role-in-society\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"NEW HAVAS RED WHITE PAPER OUTLINES HOW BRANDS CAN PLAY A MORE PROGRESSIVE AND POSITIVE ROLE IN SOCIETY - HAVAS Red | PR, Social Media, Experiential, Content\" \/>\n<meta property=\"og:description\" content=\"Long gone are the days when consumers had no expectations of brands beyond their product or service \u2014 before purpose became disrupted and redefined, and progress and actions came into sharp focus. 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