In a new landmark global study ”The Science of Desire,” Havas identifies a paradox at the heart of modern marketing. On paper, marketers have never had it so good: powered by cutting-edge technology, from AI-driven precision to near limitless data, scale has never been cheaper or faster. Yet, this alone is not a shortcut to growth. 84% of today’s brands now sit in a middle ground of indifference. Harder to notice. Harder to remember. Harder to choose. Highly visible, yes. But wanted? Not so much. And that’s a big problem.
In an era where growth has never been more important, yet harder to achieve, Havas found the solution lies in something far more human: desire.
Welcome to “The Science of Desire,” a major new study from Havas spanning 87,500+ respondents, 2,400+ brands across 10 markets, 1,000 AI-powered interviews and developed in partnership with behavioral scientist Lea Karam, Founder and CEO of Mindscope. Building on more than a decade of Havas’ Meaningful Brands research, it explores why and how desire is becoming a critical driver of growth. Crucially, this is not limited to specific sectors. Desire is a position that any brand, in any category, can build.
“The real competition is not simply for visibility but for a place within the brain’s predictive architecture.” Lea.
What do we mean by desire? “Our research explored: what makes people want a brand? What shapes their attitudes? What drives their behavior? What motivates them?” said Mark Sinnock, Global Chief Strategy, Data and Innovation Officer at Havas Creative Network.
What Havas found is clear: desire is a system – built on three interconnected drivers.
- Attraction – the instinctive pull that makes a brand stand out and matter
- Affinity – alignment with who I am, what I value, and where I belong
- Attachment – habit-forming experiences that turn preference into repeat behavior
Not linear stages, the drivers of desire form a reinforcing loop that compounds over time. Desire is the invisible force that gives brands their power. And it is accessible to all. Category is not a constraint. Every brand can build it.
“When brands are actively chosen by more people, spending more, not just once but repeatedly over time – that’s when growth happens,” said Joanna Lawrence, Global Chief Strategy Officer at Havas Media Network.
‘The Science of Desire’ shows that desire drives a significant growth advantage for brands, powering growth in a rich variety of different ways.
- More fame: Desire fuels more cultural momentum.
2.2x blended word of mouth and social mentions
- More equity: Desire creates stronger pricing power.
+87% likely to pay a price premium
- More demand: Desire converts more consideration from awareness.
1.9x on the conversion ratio of awareness to consideration.
It also has a multiplier effect on growth potential. Brands that strengthened their scores year-on-year across all three drivers of desire – Attraction, Affinity, and Attachment – were 2.4x more likely to grow than the average.
The power of desire is clear, yet on average Havas’ ‘The Science of Desire’ found that brands are achieving just 61% of their desire potential, leaving 39% untapped. Ignoring the fundamentals of desire isn’t just a missed opportunity, but a business risk.
As AI increasingly shapes how brands are discovered and recommended, Havas also found that the brands people want are also the ones machines are most likely to surface. Third party research shows that brands with the highest levels of external mentions and cultural conversation are actually around 4x more likely to be cited by AI than those without. Desire even cuts through automation.
“Being seen is not enough. You must be desired. In a world where optimization is increasingly automated, creativity is what creates connection, builds desire and drives growth. Technology may amplify brands, but desire gives them gravity.” Mark Sinnock, Global Chief Strategy, Data and Innovation Officer at Havas Creative Network.
Ultimately, the findings point to a simple conclusion: growth is not driven by visibility alone. The brands that outperform are those that build sustained desire – brands people feel drawn to, connected to, and choose repeatedly over time. Because in today’s market, the brands that grow won’t simply be the most visible – they’ll be the most desired.
