Omnicom Advertising and Snapchat launch global study into how Next Gen uses humour

September 21 2026, 9:41 am | BY Adam Shaw | No Comments Omnicom Advertising and Snapchat have teamed up to launch ‘How to Laugh (and Win) with the Next Generation’. This global study explores how Gen Z and Gen Alpha use humour to build relationships, signal belonging, navigate culture and decide which brands earn their attention. According to the India findings of the report, 87% of Next Gen says humour is how their generation talks about serious things, with 90% of them stating it helps them express what they otherwise wouldn’t say directly. The commercial case for getting humour right is stark. Among India’s Next Gen, 91% pay closer attention to funny brands, 88% are more likely to consider buying from one and 93% go on to tell others about it. Next Gen actively likes it when brands are willing to make fun of themselves. But their tolerance for humour that feels forced or culturally out of touch is low. Four in five say brands online feel like older people trying to joke with them, a warning that misjudged humour can do more harm than staying quiet. What it means for brands: The study presents a ‘Zoomer Humour Playbook’ for
Read More