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 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.