To uncover the complex world that brand leaders are forced TION’ to navigate and to help them chart a way forward, we WE INTERVIEWED: INTRODUCING THE commissioned a bespoke study exploring the forces at play across stakeholder groups and cultures. TION INFLA A CITIZEN BRANDS T Supported by research partner Savanta and Gate One, Havas’ STUDY AND flagship management consultancy, we interviewed 105 brand leaders (senior marketeers working in large blue-chip 105 FRAMEWORK. organisations), 120 professional investors investing in large Brand leaders blue-chip organisations, and 5,300 people across generations – being at once consumers, future employees and representatives of general society. To reflect a global picture, stakeholder groups were drawn equally from the US, UK, France, Saudi Arabia and India. The study explored two areas. First, stakeholder attitudes and behaviours around expectations of brands today. Second, the specific perceptions of 150 brands to create a Citizen Brands CHAPTER 01: WE’RE LIVING IN THE ERA OF ‘EXPEC index. For this, we intentionally chose group/parent brands 120 with the scale to influence society and a visible presence in our everyday lives. Professional investors 5,300 People across generations 4 202 CITIZEN BRANDS REPORT 05