"Your SEO strategy just became irrelevant overnight. This is the new reality of discoverability. People are finding products in fundamentally different ways, and it's not a short-term shift, this is a multi-year change in behavior. Discoverability is happening increasingly within retail environments, and the way people interact with those spaces is evolving rapidly. Havas Market's deep analysis helps brands understand these discoverability-to-purchase behaviors across all environments."
"The Vanishing Brand is Growing According to the 2025 Havas Meaningful Brand Survey, research delivers a sobering wake-up call: 78% of brands could disappear tomorrow and consumers wouldn't care, a figure that's climbed 5% from last year. With consumers 75% more cautious with spending and 69% ready to switch brands for better value, being "discoverable" isn't enough. Brands must be relevant, resonant, and algorithmically recommended to even enter the conversation."
Retail and algorithmic systems now channel product discovery, research, and purchases, reducing the role of traditional search and brand-owned channels. Many consumers (61% in the US) bypass Google and go directly to retailers like Amazon or favorite retail apps for research. Consumer indifference to brands is rising: 78% of brands could disappear without consumer reaction, and shoppers are more cautious and ready to switch for value. Traditional tactics such as shelf placement, SEO, and paid social no longer guarantee attention. Brands must become relevant, resonant, and algorithmically recommended. Predictive tools can map discoverability to sales and indicate growth opportunities.
Read at Forbes
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