Havas has introduced a new global study, “The Science of Desire,” arguing that brand desirability, not just visibility, is the key driver of growth in an increasingly AI-driven marketing landscape.
The research draws on insights from over 87,500 consumers, more than 2,400 brands across 10 markets, and 1,000 AI-led interviews, building on Havas’ long-running Meaningful Brands framework. It shifts focus from measuring relevance to understanding what drives consumer preference, loyalty and sustained brand choice.
The findings show brands successfully building desire deliver 2.4 times more sustained growth, 2.2 times more fame, and 87% higher pricing power than others. The study identifies three core drivers – attraction, affinity and attachment – that together compound brand performance. It also points to a widespread “desire deficit,” with 84% of brands stuck in indifference, realising only a fraction of their growth potential. Notably, desirability matters even within AI systems, with stronger brands up to four times more likely to be surfaced by AI.
Yannick Bolloré, Chairman and CEO of Havas, said the most successful brands will combine technological power with deep human understanding and creativity.
Mark Sinnock, Global Chief Strategy, Data and Innovation Officer at Havas Creative Network, said being seen is not enough – brands must be desired, since technology can amplify a brand but desire gives it gravity.
To operationalise these findings, Havas is expanding its Converged.AI ecosystem and increasing investment in Vurvey Labs, an AI research platform combining consumer interviews with agentic AI, with Havas as lead investor in Vurvey’s Series B round, part of a broader €400 million AI investment commitment by 2027.
