HUMOUR IN MARKETING
Boost your brand message by making consumers laugh, new report advises The Happiness Report believes that people will reward brands which embrace humour in their marketing campaigns with loyalty, advocacy and repeat purchases.
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ONSUMERS WANT BRANDS to make them smile and laugh, but most business leaders fear using humour in customer interactions, according to a new research report by computer technology company Oracle and Gretchen Rubin, five-time New York Times bestselling author and podcaster. The Happiness Report includes insights from more than 12,000 consumers and business leaders across 14 countries. It found that people are searching for new experiences to make them smile and laugh and will reward brands that embrace humour with loyalty, advocacy and repeat purchases … or walk away from those that don’t. According to the researchers, consumers are searching for happiness in new ways and are willing to pay a premium when they get it. “It has been more than two years since many people last felt true happiness and they are searching for ways to be happy again, no matter the cost,” they explain.
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Consumers are searching for happiness in new ways and are willing to pay a premium when they get it
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strategicmarketingforafrica
Issue 2 2022
The report notes that: l 25 percent of people don’t know, or have forgotten, what it means to feel truly happy. l 88 percent of respondents are looking for new experiences to make them smile and laugh. People are prioritising health (80 percent), personal connections (79 percent), and experiences (53 percent) to gain happiness. l More than half (53 percent) wish
