ReACT: Moving Beyond Awareness to Action

Havas fielded its latest global Prosumer study, “ReACT,” in 28 countries at the start

of 2020, before COVID-19 was on most people’s radar. Even then, the world was

in crisis mode—battling ecological and social catastrophes. Anxiety was increasing,

and calls for radical change were gaining momentum. Our global survey found

strong support for brands and companies to move from soft to more radical change.