84%

OF BRANDS SUFFER FROM INDIFFERENCE

“The real competition is not simply for visibility but for a place within the brain’s predictive architecture.”

— Lea Karam, Founder & CEO, Mindscope

In a marketing ecosystem powered by algorithms, the conditions for growth have never looked more favourable. More data, more touchpoint, more tools.

Marketers have never had more capabilities to build exposure for brands.

Yet too many are using these capabilities in a way that optimises away from the very conditions that create growth prioritising efficiency over effectiveness, reach over resonance. Being seen is not the same as being wanted.

So, what makes people want a brand? The answers lie in something as old as human nature itself: desire.

'The Science of Desire' is a landmark global study from Havas exploring how brands build desire, and how desire powers growth.

The Drivers of Desire

Desire is a system built on three interconnected drivers:

01 Attraction

The instinctive pull that makes a brand stand out and matter.

02 Affinity

Alignment with who I am, what I value, and where I belong.

03 Attachment

Habit-forming experiences that turn preference into repeat behaviour.

The drivers of desire form a reinforcing loop that compounds over time. Desire is the invisible force that gives brands their power. Desire is a position every brand can build.

DESIRE POWERS GROWTH

Desirable brands create desirable results.

✳︎

2x more likely to achieve growth

✳︎ 2x more likely to achieve growth

More Attention

Desire gets brands noticed more. +36% blended ad awareness and buzz
More Fame

Desire fuels more cultural momentum. +68% blended word of mouth & social mentions
More Equity

Desire creates stronger pricing power. +87% likely to pay a price premium
More Demand

Desire converts more consideration from awareness. +65% conversion ratio.