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Havas Unveils Global Study Linking Brand Desire to Growth
Havas announced a new global research report, The Science of Desire, at the Cannes Lions International Festival of Creativity in Cannes, France. The study claims that consumer desire is the strongest predictor of sustained brand growth, more powerful than visibility or relevance.
The report draws on data from 87,500 respondents, 2,400 brands in ten markets, and 1,000 AI‑powered interviews. It identifies three core drivers of desire—attraction, affinity and attachment—and shows that brands that build desire enjoy 2.2 times greater fame, 87 % higher pricing power and 2.4 times more sustained growth than peers. The research also finds that desirable brands are up to four times more likely to be surfaced or cited by AI systems, giving them an advantage in automated consumer discovery.
Despite the benefits, Havas estimates that 84 % of brands are trapped in a “desire deficit,” achieving only 61 % of their potential. According to the study, these brands occupy a middle ground of consumer indifference.
Havas chairman and CEO Yannick Bolloré said the next era of marketing will be defined by the balance between technology and human understanding. “Growth starts with what truly moves people,” he said. “In today’s AI‑driven landscape, the most successful brands will be those that combine technological power with deep human understanding and creativity to build lasting connections.”
The study arrives alongside an expansion of Havas’ Converged.AI ecosystem, a technology and data platform that connects insight, creativity and execution. Havas announced a larger investment in Vurvey Labs and will serve as lead investor in the company’s Series B round. The investment is part of Havas’ €400 million commitment to data, technology and AI by 2027.
Vurvey’s platform combines AI agents with millions of real consumer interviews to create synthetic audiences that mirror real‑world behaviour. The technology allows brands to test products, campaigns and messaging before launch, helping marketers make faster and more informed decisions. Vurvey Labs founder and CEO Chad Reynolds said the company is focused on building AI systems that understand people beyond static datasets.
In addition to Vurvey, Havas highlighted new developments across its AI infrastructure. These include an expanded partnership with Akkio to strengthen agentic decision‑making capabilities, continued development of its Vermeer.ai content production platform, and broader deployment of AVA, its secure AI environment used by more than 23,000 employees worldwide.
Mark Sinnock, global chief strategy, data and innovation officer of Havas Creative Network, said brands can no longer rely solely on being seen. “Being seen is not enough. You must be desired. In a world where optimisation is increasingly automated, creativity is what creates connection, builds desire and drives growth,” he said.
Joanna Lawrence, global chief strategy officer of Havas Media Network, noted that sustainable growth ultimately comes from repeated consumer choice, not one‑off transactions.
The launch of The Science of Desire reflects a broader shift in the marketing industry, where AI is reshaping how brands reach consumers while making emotional connection and differentiation more important than ever. For Havas, the message is clear: technology may improve efficiency, but desire remains the force that turns attention into lasting growth.
The study is available to Havas clients and partners and is expected to influence how agencies and brands approach strategy, measurement and creative development in the coming years.
The report draws on data from 87,500 respondents, 2,400 brands in ten markets, and 1,000 AI‑powered interviews. It identifies three core drivers of desire—attraction, affinity and attachment—and shows that brands that build desire enjoy 2.2 times greater fame, 87 % higher pricing power and 2.4 times more sustained growth than peers. The research also finds that desirable brands are up to four times more likely to be surfaced or cited by AI systems, giving them an advantage in automated consumer discovery.
Despite the benefits, Havas estimates that 84 % of brands are trapped in a “desire deficit,” achieving only 61 % of their potential. According to the study, these brands occupy a middle ground of consumer indifference.
Havas chairman and CEO Yannick Bolloré said the next era of marketing will be defined by the balance between technology and human understanding. “Growth starts with what truly moves people,” he said. “In today’s AI‑driven landscape, the most successful brands will be those that combine technological power with deep human understanding and creativity to build lasting connections.”
The study arrives alongside an expansion of Havas’ Converged.AI ecosystem, a technology and data platform that connects insight, creativity and execution. Havas announced a larger investment in Vurvey Labs and will serve as lead investor in the company’s Series B round. The investment is part of Havas’ €400 million commitment to data, technology and AI by 2027.
Vurvey’s platform combines AI agents with millions of real consumer interviews to create synthetic audiences that mirror real‑world behaviour. The technology allows brands to test products, campaigns and messaging before launch, helping marketers make faster and more informed decisions. Vurvey Labs founder and CEO Chad Reynolds said the company is focused on building AI systems that understand people beyond static datasets.
In addition to Vurvey, Havas highlighted new developments across its AI infrastructure. These include an expanded partnership with Akkio to strengthen agentic decision‑making capabilities, continued development of its Vermeer.ai content production platform, and broader deployment of AVA, its secure AI environment used by more than 23,000 employees worldwide.
Mark Sinnock, global chief strategy, data and innovation officer of Havas Creative Network, said brands can no longer rely solely on being seen. “Being seen is not enough. You must be desired. In a world where optimisation is increasingly automated, creativity is what creates connection, builds desire and drives growth,” he said.
Joanna Lawrence, global chief strategy officer of Havas Media Network, noted that sustainable growth ultimately comes from repeated consumer choice, not one‑off transactions.
The launch of The Science of Desire reflects a broader shift in the marketing industry, where AI is reshaping how brands reach consumers while making emotional connection and differentiation more important than ever. For Havas, the message is clear: technology may improve efficiency, but desire remains the force that turns attention into lasting growth.
The study is available to Havas clients and partners and is expected to influence how agencies and brands approach strategy, measurement and creative development in the coming years.
