77% of Gen Z say brands online can feel like older people trying to joke with them. And yet, 86% still want brands to be funny. So where’s the line between getting in on the joke… and becoming it?
Humor now moves faster than marketing cycles. What’s funny today can feel forced tomorrow, and when brands misread the moment, cultural relevance disappears fast. In this session, Snap and Omnicom Advertising unveil new global research decoding how Gen Z define humor today from irony, absurdism, and inside jokes to the hidden social rules that determine whether something spreads, sticks, or dies.
Drawing on a six-market study of 13–28-year-olds, we explore how humor has become a social system; a language of belonging and cultural fluency that moves from feeds to private chats to real life. We unpack why jokes die the moment they feel overexposed, why brands are judged harder than creators, and why the most successful brands don’t just follow culture - they create behaviors people want to participate in.
Featuring new research from Snap and Omnicom Advertising alongside Goodby Silverstein & Partners’ “Send Saucy Noods” campaign for Maruchan, this session offers a practical playbook for marketers navigating speed, scrutiny, and shrinking attention spans - without killing the joke.
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