72% of consumers prefer brands that practice humor (Oracle)

  • A global study from Oracle reveals that 88% of people seek out new experiences to make them laugh or smile.
  • 91% of people prefer brands to be funny and 72% would make humor a selection criterion for their purchases.
  • However, 95% of business leaders fear using humor in customer interactions.

While consumers say they expect brands to make them smile and laugh, business leaders say they are afraid of using humor in customer interactions, according to new research from Oracle Fusion Cloud Customer Experience (CX) and Gretchen Rubin.[1]. The study, conducted on more than 12,000 people in 14 countries, including France, shows that people are primarily looking for new experiences to make them smile and laugh. And it also reveals that they will tend to reward brands that embrace a sense of humor by being loyal to them, by recommending them, or by renewing their purchases. Conversely, consumers will be inclined to turn away from those who don’t.

In pursuit of happiness, even if it means getting it thanks to premium memberships !

When is happiness? It has been more than two years since a large number of people say they haven’t heard it. This is explained by the accumulation of negative information that affects their mood and their feelings of happiness. Above all, these people want to be happy and at all costs, as long as possible.

  • In fact, 45% of respondents say they have not experienced true happiness for more than two years, and 25% do not know, or have forgotten, what it means to be truly happy.
  • 88% of people seek out new experiences to make them smile and laugh. People prioritize health (80%), personal relationships (79%) and experiences (53%) to feel happier.
  • Furthermore, more than half of the respondents (53%) would like money to buy happiness, and 78% would be willing to pay for premium offers to experience true happiness.
  • 89% tried to find happiness in online shopping during the pandemic. While 47% said receiving packages made them happy, 12% found it difficult to remember purchases made online.

Advertising, marketing, sales, and customer service interactions must change

People want brands that make them smile and laugh, but business leaders are still reluctant to use humor in customer interactions for fear of being misunderstood and generating bad gossip.

  • 78% of people believe that brands can do more to bring happiness and good humor to their customers, and 91% said they prefer fun brands; a figure that grows between Generation Z (94%) and Millennials (94%).
  • 90% said they are more likely to remember an ad that has a humorous tone. However, business leaders reported that only 20% of their offline ads (TV, billboards) and 18% of their online ads actively used humor.
  • 77% of people are more likely to buy directly from a humorous seller. However, only 16% of business leaders said their brand uses humor to sell.
  • 75% of people would follow a brand on social media if it was fun. However, only 15% of business leaders indicated that their branding needed to be fun on social media.
  • 69% of people would open an email if the subject line was funny; however, only 24% of business leaders said they actively use humor in their email marketing campaigns.
  • 68% would prefer to interact with a fun chatbot or digital assistant. However, only 27% of business leaders indicated that their brand actively integrates humor into bot communication.

Making people laugh and smile is a profitable strategy, but leaders are fearful of the subject

Consumers will reward brands who use humor the most by staying true to them, recommending the brand, or renewing their purchases. On the contrary, they will turn away from those who don’t.

  • While 48% of respondents don’t think they have a special relationship with a brand, it changes dramatically if it can make them laugh or smile. Plus, 41% would walk away from a brand if it didn’t make them smile or laugh regularly.
  • If a brand uses humor, consumers are more likely to buy from it again (80%), recommend it to family or friends (80%), choose it over a competitor (72%), or spend more with it. the same brand (63%).
  • 89% of business leaders still understand that humor can be used as an opportunity to improve the customer experience. They also believe their brand can do more to make their customers laugh or smile.
  • But the concern persists as 95% of business leaders are afraid to use humor in interactions with their customers, for fear of making a mistake.
  • 85% of business leaders say they don’t have the data, analytics, or tools to deliver humorous content. Business leaders would be more confident in using humor in customer interactions if they had better customer visibility (55%) and had access to advanced technologies such as artificial intelligence (32%) to engage in more analytics. thorough.

“The past two years have been challenging and have influenced the way we experience happiness, all over the world. We want and desperately need experiences that amuse us or entertain us, and also that laugh. Brands can help remedy “
“Brands that would like to contribute to the happiness of their target audience should first have the data and have a good understanding of their customers. It is on this condition that it will be possible to offer experiences that incorporate appropriate humor, but also that personality trait and brand experience that will promote customer retention and ultimately make them brand ambassadors. . “

Gretchen Rubin, five-time New York Times bestselling author and podcast editor

The customer experience continues to evolve, but ultimately it’s about the same thing: satisfying the customer
Many factors contribute to customer satisfaction and in this study we decided to analyze humor, which remains a difficult criterion to perceive and whose appreciation is often personal. As the results show, most business leaders want to make their customers laugh more and understand that this is an essential criterion for creating an authentic relationship. To do this, brands need to give more space to data and integrate it into their customer experience strategy.

Rob Tarkoff, Executive Vice President and General Manager, Oracle Advertising and Customer Experience (CX)

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