Havas Study Links Brand ‘Desire’ to Growth, Pricing Power and AI Visibility

At Cannes Lions 2026, Havas unveiled The Science of Desire, a global study built on insights from more than 87,500 respondents, 2,400 brands across 10 markets and 1,000 AI-powered interviews. The research argues that while brand awareness and relevance remain important, long-term growth increasingly depends on a brand's ability to create desire among consumers. From Meaningful Brands to Desirable Brands According to the study, brands that successfully build desire are 2.4 times more likely to achieve sustained growth, generate 2.2 times more fame and command 87% greater pricing power. Havas also found that desirable brands are up to four times more likely to be surfaced by AI systems, making the concept increasingly relevant in an era of AI-assisted discovery. Why This Matters for Indian Marketers The timing is notable. As Indian marketers shift budgets toward retail media, performance marketing and AI-powered consumer experiences, the industry has become increasingly focused on efficiency metrics. Havas is making a different argument: optimisation alone does not create preference. The study suggests that emotional connection, cultural relevance and distinctiveness continue to influence growth, even when algorithms mediate discovery and purchase decisions. For agencies, this creates an opportunity to reposition brand-building as a business growth lever rather than a communications exercise. For clients, it reinforces the need to balance short-term performance with long-term demand creation. Our insight As AI becomes the new gatekeeper of discovery, the brands that win may not be the most visible—they may be the ones consumers and algorithms are most inclined to choose.