Your Brand is a Joke: And That’s an Opportunity

Date TBA

Gen Zers reward brands that embrace humor (specifically satire) but not always how it was intended. Marketing not meant to be humorous is reinterpreted by fans who take what they see as funny and create a powerful connection. Gen Z’s penchant for the absurd arises from traumatic experiences which created a cynical, dark sense of humor. Brands that allow themselves to be the butt of the joke earn goodwill and trust. A survey by USC and Acceleration Community of Companies (ACC) showed 41% of Gen Z pay more attention to brands that use humor/satire and 35% say it makes them like a brand more.

Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.

photo of Willow Bay

Willow Bay

USC Annenberg School of Communication and Journalism

photo of Ryan Joe

Ryan Joe

Adweek

photo of Michael Nyman

Michael Nyman

Acceleration Community of Companies

photo of Cosette Rinab
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