Consumers are looking for humor, but brands are not delivering it, according to a survey

Consumers are looking for humor, but brands are not delivering it, according to a survey

Diving summary:

  • 91% of people globally prefer brands to be funny, but 95% of business leaders fear using humor in interactions with consumers. according to the report Oracle and author and podcast host Gretchin Rubin. The report found that 45% of people worldwide have not felt true happiness for more than two years.
  • “The Happiness Report” found that 90% of people are more likely to remember ads that are funny and 72% of people would choose a humorous brand over the competition. Despite this, only 20% of brands report using humor in offline ads and 18% report using the tactic in online ads.
  • The report is based on insights from more than 12,000 consumers and business leaders around the world, and comes as the world looks to move from the pandemic to a new normal. However, the pandemic triggered a 25% increase in the prevalence of anxiety and depression around the world, leaving consumers yearning for experiences that make them smile.

Diving information:

As the pandemic enters an endemic phase, the world reopens, and life settles into a new normal, consumers are seeking experiences that make them feel happy after two years of heightened stress, according to Oracle Fusion Cloud Customer research. Experience. However, this preference is often at odds with what brands offer in advertising and marketing.

Humor can help improve brand connection. 78% of respondents to the survey, conducted by Savanta in January, said brands can do more to create happiness. Additionally, 48% of respondents said they don’t think they’ll have a relationship with a brand unless it makes them smile or laugh, and 41% said they would walk away from a brand if it didn’t make them smile or laugh on a regular basis.

The preference for humor is shown in the likelihood that consumers will remember the ads, despite a considerable gap with the percentage of brands that use humor in ads. Nine out of 10 consumers prefer brands to be fun, with Gen Z and millennials overindexing at 94%. That attitude, and the brand deficit, extends to social media as well, with 75% of respondents saying they would follow a brand on social media if it were fun, despite only 15% of brands using the brand. humor in social networks.

The report also suggests that humor can help improve open rates for email marketing campaigns, which currently around 21%. Sixty-nine percent of those surveyed said they would open an email from a brand if the subject line was funnier, but only 24% of business leaders report using humor in email marketing campaigns.

Despite finding that humor drives sales, with 80% of respondents saying they are more likely to repurchase from a brand if it uses humor and recommends it to friends and family, industry leaders are cautious when it’s about its use.

While 89% of business leaders report seeing opportunities to improve the customer experience, 85% report they don’t have the tools or data insights to successfully deliver humor. Business leaders report they were more likely to use humor if they had better customer visibility (55%).

Along with humor, consumers are looking to new experiences and e-commerce to drive happiness, with mixed results. Eighty-eight percent of people seek new experiences that make them smile and laugh, and 80% of those surveyed reported that they prioritize health. Additionally, 79% of people said they focus on personal connections and 53% said they focus on experiences for happiness.

The report also found that 89% of consumers tried to find happiness in shopping online during the pandemic, while only 47% said receiving packages made them happy. Additionally, consumers are willing to put a higher price on happiness, with 53% saying they wish they could buy happiness.