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HUMOUR IN MARKETING
By our News Team | 2022
The Happiness Report believes that people will reward brands which embrace humour with loyalty, advocacy and repeat purchases.
People 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.
Photo by Any Lane from Pexels
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.
The report notes that:
Therefore, the researchers believe that advertising, marketing, sales and customer service interactions need to change in order to accommodate this. But there is a significant push-back from company management, where the study found that a massive 95% of business leaders fear using humour when dealing with customers.
To illustrate the above point, The Happiness Report adds:
“For brands aiming to contribute to the happiness of their target audience, the process starts with data and knowing your customers. Only then can you bring the appropriate mix of humour, personality and brand experience that will drive loyalty and brand advocacy,” observes report co-author Rubin.
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