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Welcome to the very first edition of our Marketing Scoop! Each month, we'll explore the latest trends in marketing, and today, we're excited to dive into the world of the joy-seeking consumer that is changing the game for marketers everywhere. So without further ado, let’s get started!

In times like these, when the world feels a bit unpredictable and people face economic, political, and international uncertainty, it's no surprise that we're all looking for a little more joy in our lives. 

Well, brands are catching on to this! They're starting to create content that's not just informative, but also fun and relatable. Take TikTok, for example - brands are using it to connect with their customers in a whole new way. Currys is a perfect example of this. They're making videos that make us laugh, and feel authentic.

Even massive global brands like Marc Jacobs have embraced this approach to enhance brand awareness and engagement. By collaborating with popular comedians on TikTok, Marc Jacobs has generated hundreds of thousands to millions of views, ensuring the brand remains a prominent feature on users’ For You Page.

Now, you might be wondering: does all this focus on emotions and joy actually make a difference when it comes to how people spend their money and how loyal they are to brands? According to the Future Business Journal, brand loyalty is driven by what motivates consumers, which could be emotional, cognitive, or behavioural factors. When consumers develop a favourable perception of brands, they become committed to them, leading to strong and enduring relationships.

Chanel's "Draw Me a Perfume" campaign is a lovely example of how a brand can create an emotional connection with its customers. The campaign celebrates Mother's Day by featuring children's drawings of iconic Chanel products, such as the №5 bottle, showcasing the brand's human and emotional side.

Credit: Chanel

The power of joy in marketing is a force to be reckoned with. As consumers navigate these uncertain times, it’s clear that they are seeking more than just products or services - they are looking for experiences and content that bring them joy. Brands that can tap into this desire and create content that resonates on a deeper emotional level are likely to see increased engagement and loyalty.

Surreal ad
Credit: Surreal

However, it’s important to remember that while humour and joy can certainly boost brand awareness and engagement, they are just one piece of the puzzle. True brand loyalty stems from a complex interplay of emotional, cognitive, and behavioural factors. Consumers need to feel a genuine connection and alignment with a brand’s values and mission.

According to a recent article by Kantar, the use of humour in advertising has been on the decline for the past two decades, despite consumers consistently expressing a desire to see more of it.  The article suggests that brands might be hesitant to use humour due to the fear of striking the wrong tone in today's rapidly changing world. However, with people craving more lighthearted content - especially during challenging times like the pandemic - now could be the perfect opportunity for brands to reintroduce humour into their advertising strategies. By tapping into this growing demand for humorous content, brands have the chance to forge deeper connections with their audience and differentiate themselves from the competition.

Like Maya Angelou says “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Making your audience laugh is great, but leaving a lasting impression on them is even better.

So, let’s embrace the joy-seeking consumer trend, add more humour and authenticity into our marketing strategies, and build brands that consumers don’t just like but love. After all, in a world full of uncertainty, a little joy goes a long way.









Margot McChlery
Post by Margot McChlery
June 4, 2024