Sydney, Australia – People in ANZ are increasingly seeking playfulness and humor from brands amidst global challenges, a study from The Research Agency (TRA) reveals.
The research, conducted among Australians and New Zealanders, found that people are tired of the constant negativity surrounding issues. Along with the pandemic, issues like climate change, cost of living, and global conflicts contributed to the general misery fatigue.
According to the study, people’s desire for more playfulness and humor in their lives extends to their expectations of brands. While other brands have effectively done this, many people believe that more companies need to step up their efforts.
The research also highlighted that playful brands are perceived more positively. People are more likely to feel good about an organisation when it is playful.
TRA advises brands to incorporate playfulness at all touchpoints, including brand voice, while considering the mood, timing, proper spaces, and right partners.
“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 last few years have seen a focus on purpose marketing, on improving people’s lives through social good. Improving people’s lives, however, doesn’t have to always be through social good, it can also come from creating joy when the going is tough. They’re not incompatible aims. Purpose is, of course, important, but people are looking for a lightening of the mood, a laugh, fun. The two can go hand in hand,” Colleen Ryan, partner at TRA said.
“Despite people wanting brands to play a part in society and help improve people’s lives, the predominant narrative for the past few years – in both life in general and in marketing – has been purpose. Of course, purpose is important, but people are looking for a break, not just constant ‘worthiness’ in what they see and do,” Ryan added.
“There’s a lot of opportunity with play. While humour is personal, and difficult to land, play is universal. That’s what makes it a powerful tool for brands. Playfulness is light-hearted, spontaneous and fun-seeking. Children and pets are predisposed to play and have fun, but over time a lot of that playfulness disappears in adults. This is an opportunity for brands to introduce more of it into our lives,” Ryan concluded.
