Why Humor Is the Most Under-invested Asset In Brand Communication

Brands know consumers want to laugh. Most are just too afraid to make them.

According to a 2022 Oracle CX study of more than 12,000 consumers across 14 countries, 91 percent of people prefer brands that are funny and 72 percent would choose a brand that uses humor over a competitor. Yet 95 percent of business leaders report being afraid to use humor in customer interactions. We know consumers want it. We’re just not willing to give it to them.

That fear is understandable. Humor is hard to execute, easier to get wrong and more difficult to measure in a short-term lens. But I’d argue that fear is costing brands more than they realize. Not just in engagement metrics, but in the kind of long-term brand equity that no discount strategy can replicate.

Please select this link to read the complete article from Forbes.