Brands scared of humour in advertising: Oracle

Consumers around the world are looking for brand campaigns that make them smile or laugh, however, businesses globally are shunning humour for fear of being cancelled, according to the Oracle Happiness Report.

It has also discovered Australian consumers are the most forgiving compared to other countries surveyed, being least likely (33%) to cancel a brand due to being offended.

The study was conducted in December last year and seeks to understand what people value and prioritise after the pandemic, it includes 1,212 Australian respondents out of 12,000 people across 14 countries. It suggests Australians’ notions of happiness are changing and it is affecting how they consume.