Thought Leadership

This year’s Red Sky Predictions explore the evolution of brand storytelling, curiosity as a competitive advantage, the perils of personalization, the fate of corporate purpose, the collective anger of the 2020s, the belated prioritization of women’s health, the debut of the “minfluencer” and the impact of generative AI on social media. We expect these predictions to impact everything from consumption behaviors to sociopolitical priorities to brand strategies in the coming 12 months and beyond.

Now in its fourth year, Havas Red’s annual WOTY exercise is informed by quantitative input (via a global Havas Group survey) and qualitative input (sought from a mix of global communications pros and thought leaders across the industry). The task of cherry picking a single word to summarize 2023, however, lands on the desk of our agency’s Reditorial Board — a group of word-obsessed individuals who wade through all submissions to determine which one really nails the cultural zeitgeist.  

Long gone are the days when consumers had no expectations of brands beyond their product or service — before purpose became disrupted and redefined, and progress and actions came into sharp focus. As life around the globe becomes more uncertain and many people feel uneasy, unsettled or even unsafe, brands continue to be faced with...

Latest Global Red Sky Predictions report spans climate, content, mental health, the metaverse and more.

People must now filter through an avalanche of news and content every day. So, what does it take for a brand to place a story that breaks through?  

Red Impact will give Red Havas clients greater access to the micronetwork’s expertise in purpose, sustainability and ESG

DOWNLOAD OUR NEWEST RED SKY THINKING WHITE PAPER

Writing and storytelling are two of the most powerful ways to put ideas into the world. As written communication skills decay around us, both skills have also become competitive advantages. 

Shared human experiences are key to building brand connection as global report identifies the forces driving a new wave of experience

Global Red Sky Predictions report tracks shifts in corporate purpose, employee engagement tactics and the “As Seen on Social” shopping trend

As communicators, we are absolute nerds about words. We like rearranging them, adding and subtracting them from sentences, and learning new ones. Heck, we even like inventing them (vaccinfluencer, anyone?). That’s why, in 2020, when our agency launched the inaugural Word of the Year, we challenged ourselves to identify one word to describe what had turned into the…

When the COVID-19 pandemic forced people to alter their regular routines, e-commerce growth became exponential to the point where it established itself as the new retail norm. However, e-commerce has become so mainstream it is effectively a homogeneous shopping experience across platforms, where one experience is a digital clone of the other. The fact is,…

The purpose landscape has changed indelibly over the past year and a half. Since issuing our “Pledges to Progress: Proving Brand Purpose” white paper in April 2021, another 100 million cases of COVID-19 have broken out globally.

The pandemic invited us to forget what we thought we knew about employee engagement. Challenged to devise new ways to unite and inspire people working remotely in a time of heightened anxiety, we learned a lot.

Consumers are engaging with brands in whole new ways, contends a Red Havas white paper released today, and it’s time for brands to respond by getting more personal. People today are craving connection, and they expect companies to communicate with them in the ways they prefer and on the issues they care about most. The…

“Keep calm and carry on,” stated the British government to boost morale and prepare its civilians for attacks during World War II. That authentic message has transcended generations and is now being used as a mantra for mental strength as we continue our battle against COVID-19. Finding the right message and striking the right tone…