• by Steve McClellan  @mp_mcclellan, November 12, 2013

A new global study from Havas has concluded that brands can best differentiate themselves in today’s crowded and noisy consumer marketplace by delivering on promises and gaining trust and by leveraging that trust to foster a consumer perception that they will “lead the way to a better future.”

The new study, the latest in a series of “Prosumer Reports” from the agency, is based on findings from an online survey of 10,219 men and women in 31 countries across North and South America, Europe, Asia and Australia. It explores factors at play in consumer engagement such as transparency, innovation, authenticity, utility, and sociability.

Top-line findings include:

• Social brands win
• The value of "local" is tied more to actions than provenance
• It's no longer acceptable to operate solely in pursuit of profit
• Consumers want to partner with brands to drive positive social and environmental change
• Transparency is essential to trust
• An authentic brand history is a valuable reputation boost
• Employees can be a brand's best advocates—or its most damaging detractors
• Mobile consumers want seamless digital interaction

"This study adds further compelling proof that people today want businesses and leaders to be more socially responsible,” stated David Jones, Havas Global CEO. “They understand that business has to make money, but they want it to make money in the right way… Social media has created a world of radical transparency and given people the power to hold companies accountable, to reward the brands that act responsibly, and punish those that don't.” More on the study can be found here.