Omnicom Advertising and Snapchat study finds humour shapes Gen Z brand choices

MUMBAI: For India’s Next Gen, the joke is no laughing matter when brands get it wrong, with humour emerging as a serious tool for connection, cultural belonging and even purchase decisions. Omnicom Advertising and Snapchat have launched ‘How to Laugh (and Win) with the Next Generation’, a global study examining how Gen Z and Gen Alpha use humour to build relationships, signal belonging, navigate culture and decide which brands deserve their attention. The India findings suggest that humour is woven deeply into how younger consumers communicate. As many as 87 per cent of India’s Next Gen say humour is how their generation talks about serious subjects, while 90 per cent say it helps them express things they would otherwise struggle to say directly. That cultural currency also has a commercial side. Among India’s Next Gen, 91 per cent say they pay closer attention to brands that are funny, 88 per cent are more likely to consider buying from a funny brand and 93 per cent say they go on to tell others about it. Self-deprecation also appears to have a place in the brand playbook, with Next Gen consumers actively liking brands that are willing to make fun of themselves. But
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