Too soon to be joyful?
Introducing 'Play' – a major study exploring what playfulness and humour mean to people and brands in 2024
Climate change. Cost of living. Cancel culture. Against a backdrop of global tension, the world can feel gloomy.
When times are tough, we get serious. But staying in a prolonged crisis mode takes a toll, isn’t it time we created some joy?
TRA conducted a quantitative and qualitative study with over 2,000 New Zealanders and Australians to find out.
When times are tough, we get serious. But staying in a prolonged crisis mode takes a toll, isn’t it time we created some joy?
TRA conducted a quantitative and qualitative study with over 2,000 New Zealanders and Australians to find out.
6 in 10
people think playfulness makes them feel better about an organisation
Our study asked people about their feelings towards humour and play. The findings confirmed that the majority of people actively want more of it in our lives, in our culture and, importantly,
from brands.
People are tired of crisis. They’re struggling. But they still seek joy.
People are tired of crisis. They’re struggling. But they still seek joy.
Over half of Aussies see themselves as more playful and funny than other countries
New Zealanders think they’re funny too – but not as much as Aussies. Just under half see Aotearoa NZ as more playful and funny than other countries.
6 in 10
think our sense of playfulness declined during the pandemic
Across both countries, a greater majority of people believe playfulness declined during the pandemic.
Caution has come at a cost
Many brands have retreated from playful and humorous engagements with their customers. It’s felt right. With a heightened sensitivity to appropriateness, brands don’t want to appear out of touch.
But we can’t stay in crisis mode. It’s not good for us.
So it’s not surprising that people are sick of seriousness, they want brands to make them feel good.
Joy is relieving, it helps maintain our sanity in tough times. We find it in moments of play and shared laughter.
But we can’t stay in crisis mode. It’s not good for us.
So it’s not surprising that people are sick of seriousness, they want brands to make them feel good.
Joy is relieving, it helps maintain our sanity in tough times. We find it in moments of play and shared laughter.
Humour and play are the architects of joy
We hear a lot about humour. When brands are funny, they’re rewarded.
Humour captures attention and leaves a lasting impression. It creates conversation, driving engagement.
Humour captures attention and leaves a lasting impression. It creates conversation, driving engagement.
But humour is risky
What one person finds funny, can be offensive to another. Humour evolves. What’s relevant one day, isn’t the next.
So it’s tricky for brands to get the tone right, especially at the mass-market level – and we’ve all seen what happens when brands get it wrong.
So it’s tricky for brands to get the tone right, especially at the mass-market level – and we’ve all seen what happens when brands get it wrong.
This is where playfulness comes in
Play creates moments of joy. When these moments accumulate, they foster stronger positive emotional connection to brands – and we know connection matters.
The concept of play is expansive. Unlike humour, it can be used in diverse, varying ways to uplift everyday interactions with a brand.
The concept of play is expansive. Unlike humour, it can be used in diverse, varying ways to uplift everyday interactions with a brand.
Brands have permission to be
playful
Playfulness can’t be confined to a simple definition. It’s not part of a scheduled occasion or significant event, it’s light-hearted, spontaneous and fun-seeking. Pure enjoyment. Present in everyday moments. A feeling.
The act of play creates meaning. It reduces stress and strengthens our connections with others.
Play encourages creativity. It supports self-expression, experimentation and vulnerability. It’s escapist. A break from the routines and repetitive tasks of daily life.
The act of play creates meaning. It reduces stress and strengthens our connections with others.
Play encourages creativity. It supports self-expression, experimentation and vulnerability. It’s escapist. A break from the routines and repetitive tasks of daily life.
It’s not just advertising alone
So, how can brands get playfulness right?
It starts with the application. Communications are just one way to encourage play – but it shouldn’t stop there.
People want brands to experiment across interactions and touch points.
Download the report to find out more.
People want brands to experiment across interactions and touch points.
Download the report to find out more.
Introducing Play – a major study exploring what playfulness and humour mean to people and brands in 2024.
Fill out the form to download the full report. Then, for a bit of fun, play with words in our game above.