Australians and New Zealanders are showing clear signs of misery fatigue and are ready for some joy from the advertising they are served
Research and insights agency TRA spoke to more than 2000 Australians and New Zealanders to assess their mood and explore whether brands have permission to be playful.
The study found clear signs of misery fatigue and, while six in ten people think playfulness has declined during the pandemic, the majority think it’s time to be playful again.
“Staying in a prolonged crisis takes its toll," said Colleen Ryan, Partner, TRA.
"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 findings confirmed most people actively want more humour and, while there are examples of brands or categories doing this well, one in four people think no companies are doing a good job.
“The last few years have seen a focus on purpose marketing, on improving people’s lives through social good," said Ryan.
"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.”
The research also highlighted that, "playful brands feel better," with 60% of people thinking that playfulness makes them feel better about an organisation, and like the brand "gets them".
"There’s a lot of opportunity with play. While humour is personal, and difficult to land, play is universal," said Ryan.
"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,” she concluded.
A key outtake of the research analysis is the distinction between playfulness and humour. How they have different roles, rules and brand guardrails.
Tips for brands:
- It's not just about advertising: Brands stand to benefit from incorporating playfulness across all touchpoints.
- Pick the brand voice: The playful tone must work with, not against, the core ethos of the brand.
- Pick the mood: People aren't always in the mood for play. Playfulness should enhance enjoyment, without getting in the way.
- Pick the play spaces: Loyalty schemes, customer service, events and more are all places where brands can lighten the mood and make people smile.
- Pick your playmates: Playfulness is not the responsibility of the brand alone, foster community through sponsorships, partnerships and shared events, or by showing up in unexpected places people don't expect to play.
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