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Humor Consumer Insights

Crowdsourced Comedy
Brands find universally humorous content by harnessing the crowd
Implications - Capturing a given consumer base's sense of humor is exceedingly difficult, but rather than taking that risk, brands can tickle consumers' funnybones directly through crowdsourcing. Crowdsourcing comedic ideas not only drastically increases the likelihood of jokes (and thus branding) resonating with a consumer base, but also engages those consumers in a fun and playful way.
Workshop Question — How could your employ crowdsourcing to augment a marketing campaign for your brand?
3.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Comedic Commercial
Brands employ famous comedians to create subversive campaigns
Implications - In recent years, comedians have played a huge role in the public sphere, maintaining their roles in entertainment while increasingly penetrating fields less-related to their primary roles, like politics. The increased responsibility placed in the hands of these pop cultural icons has resulted in their growing credibility from a consumer perspective, a shift that brands are seeking to take advantage of. Companies are employing the subversive ways in which comedians approach any subject, which can translate across industries and manifest in many different ways. Allowing comedians to represent companies' products serves to create more authentic, credible connections between brands and their consumers.
Workshop Question — How can your brands employ the increasing credibility of pop cultural icons, and use it to authentically connect to its consumers?
2.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Viral Play
Purposely bizarre board game concepts capture the attention of teen consumers
Implications - The accessibility of resources like Kickstarter have made the toy market a crowded one. In response to this, both larger companies as well as more entrepreneurial teams are releasing board games focused around highly unusual concepts more likely to go viral than their more traditional counterparts. This appeals to consumers in search of more unique products to reflect their individualism, while tapping into a sense of nostalgia via analog play.
Workshop Question — What is an aspect of your brand or product that has the most potential to go viral?
2.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Topical Gaming
Games targeted toward adults take on topical, of-the-moment themes
Implications - Increasing engagement and capitalizing off of buzz, games focused around pop culture phenomena like politics or Internet memes are taking off. By playing into topics that consumers are already interested in and talking about, game creators are not only able to increase sales, but generate word-of-mouth around the products themselves as well. This shift toward a more niche version of existing products is reflective of a consumer base that seeks out goods that reflect their specific interests.
Workshop Question — If you were to leverage a pop culture phenomenon to connect with consumers, which one would you choose and how would you leverage it?
4.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Pop Sentiment
Gift-giving is influenced by pop culture and fast fashion
Implications - Rather than sticking to timeless gifts, modern consumers are opting for pop cultural sentiments adapted for holiday appeal. This shift indicates that consumers aren't looking for items to hold onto, but instead, items that help them advertise that they are in-the-know when it comes to web culture. Gifts of these nature indicate the importance of collective cultural moments, and influence the rate of product development.
Workshop Question — What can you do to create a community around your brand?
5.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Whimsical Gifting
Mythical gift-giving references the power of Internet culture
Implications - In an effort to align with the fantasy of the holiday season in an unexpected way, retailers and manufacturers are offering whimsical products that engage consumers' sense of play. Products that reference mythical creatures and folkloric concepts tie into a sense of nostalgia that's been largely accelerated by fast-growing digital culture, and indicate the strength of Internet fandoms in real-world contexts.
Workshop Question — What can your brand offer to leverage the purchasing power of online "fandoms."?
3.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Generational Awareness
Millennial consumers exhibit a self-aware sense of humor in their content
Implications - Being a large and influential generation, Millennials are often publicly studied and critiqued. Many millennials have responded to these negative stereotypes by creating content that parodies them. This shift demonstrates not only a sense of self-awareness on the part of Millennials; it's also an example of how humor can challenge perceptions in a positive way.
Workshop Question — Can your brand incorporate humor into its products or campaigns to relate to consumers in a more authentic way?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Humorizing Apathy
Pop cultural expressions embrace the satirical side of indifference
Implications - Despite the more negative points that come with indifference, pop cultural outlets are displaying an interest in humorous expressions of apathy. This is aligned with the Millennial demographic, that has often been criticized for lacking a solid ethic and drive. Brands that target comedic elements related to this age group will be able to display a more human side, one that is of mass appeal to young consumers who appreciate honesty.
Workshop Question — How can your brand leverage a bit of humor or self-deprecation to communicate accessibility?
2.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Pop Culture Gaming
Mobile games indulge the consumer desire to celebrate pop cultural icons
Implications - Pop culture-inspired mobile games are a unique symbol of the evolving face of the gaming world. Symbolic of the consumer's inherent fascination with meme culture and the nature of fame, these mobile games provide a new archetype for the average gamer, which includes a more diverse range of people than ever before.
Workshop Question — Is your brand currently incorporating pop culture influences into your offerings? How could you make this more evident?
3.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Humorizing Maturity
Young consumers adopt a lighthearted approach to growing older
Implications - In an effort to tackle the apprehension towards old age in a humorous manner, consumers are turning to mobile apps that take a satirical approach to maturity. Offering simulations and makeovers that comically transform users into a more mature version of themselves, these applications reflect a desire among consumers to come to terms with aging in a way that is both lighthearted and laid-back.
Workshop Question — How can your brand leverage humor and satire to connect with younger audiences in a more authentic way?
4.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends