# @havas on Instagram

- **Type:** Video
- **Original URL:** https://www.instagram.com/p/DZ6-3dsJ7sq
- **Gondola URL:** https://gondola.cc/posts/67070569-havas-instagram
- **Thumbnail:** https://img.gondola.cc/tr:w-,h-,fo-auto/postThumbnails/76de99ede5.jpg
- **Posted:** 2026-06-23T08:32:38.000+00:00
- **Account Owner:** Havas (@havas) — https://gondola.cc/havas

## Caption

The Science of Desire 

In January, we launched our new strategic mindset across #Havas – Growth, Powered by Desire – rooted in the belief that desire is the spark that moves people, inspires action, and fuels the momentum that brands need to grow. 

Today, we launch ‘The Science of Desire’, a new landmark global study decoding the human system of desire that powers growth. This represents a key milestone on our strategic journey. 

In a marketing ecosystem powered by algorithms, the conditions for growth have never looked more favorable. Marketers have never had more data, more touchpoints, or more tools to build exposure for brands. And yet too many are deploying these capabilities in ways that optimize away from the very conditions that drive growth – prioritizing efficiency over effectiveness, reach over resonance. 

The result? 84% of brands sit in a middle ground of indifference, harder to notice, remember, and choose. 

Being seen is not enough. You must be desired. 

But what makes people want a brand? This is the very human question we set out to answer. 

‘The Science of Desire’ spans 10 markets, 2,400+ brands, 87,500+ respondents and 1,000 qualitative interviews. Grounded in behavioral science, the research produced a powerful finding: desire is a system – built through three interconnected drivers: Attraction, Affinity, and Attachment. 
 
And building these drivers matters. 

Desire creates the conditions for growth: brands are 2.4x more likely to grow when all three drivers strengthen together. And desirable brands create desirable results: more fame 2.2x; more equity + 87%; more demand 1.9x. 

The brands that grow tomorrow won’t only be the most visible. They’ll be the most desired. And desire is a position every brand can build. 

Discover the report > Link in bio

#GrowthPoweredByDesire #TheScienceOfDesire

## Stats

- **Views:** 493
- **Likes:** 84
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- **Comments:** 7

## Tags

havas, growthpoweredbydesire, thescienceofdesire

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