AUCKLAND/SYDNEY, Today: To understand what humour and play mean to people in 2024, TRA conducted in-depth research with over 2000 Australians and New Zealanders, exploring the mood and whether brands can be playful.
The findings revealed clear signs of “misery fatigue.” With concerns like climate change, rising living costs, cancel culture, and global tensions, it’s no surprise that people feel down. While 6 in 10 think our sense of playfulness declined during the pandemic, most believe it’s time to bring play back.
Colleen Ryan, Partner at TRA shared, “Staying in a prolonged crisis takes its toll. Our research found people are ready for some joy, including in the marketing they see. It’s a win-win because playfulness makes people feel good and it also makes us feel good about the brands who engage in this way.”
The study confirmed that most people crave more playfulness and humour in life. While some brands do this well, a quarter of respondents feel no companies are getting it right.
Ryan added, “The last few years have focused on purpose marketing and improving lives through social good. But joy also improves lives. They’re not incompatible aims. Purpose is important, but people want a lightening of the mood—a laugh, some fun.”
“Staying in a prolonged crisis takes its toll. Our research found people are ready for some joy, including in the marketing they see.” – Colleen Ryan
Ryan continued: “Despite people wanting brands to improve lives, the narrative has been largely about purpose. Purpose is crucial, but people also need a break, not just ‘worthiness’ in everything they see and do.”
The research found that “playful brands feel better,” with 60% of people saying playfulness makes them feel better about a brand and feel understood by it.
“There’s a lot of opportunity with play. While humour is personal and tricky, play is universal. It’s spontaneous and fun-seeking. Children and pets naturally play, but adults lose that over time. This is where brands can step in,” Ryan concluded.
A key takeaway is the distinction between playfulness and humour. Each has its own role, rules, and guidelines for brands.
5 top tips for brands to get playfulness right:
- It’s not just about ads: Playfulness should be part of all brand touchpoints
- Pick the brand voice: The playful tone should fit the brand’s core ethos
- Pick the mood: People aren’t always in the mood for play, so make it enhance their experience
- Pick the play spaces: Loyalty schemes, customer service, and events are places where brands can inject playfulness
- Pick your playmates: Foster community through partnerships, sponsorships, and unexpected playful appearances
To download TRA’s ‘Play’ report, click here: theresearchagency.com/play
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