Snapchat And Omnicom Revealed Humor Drives Youth Spending
A new study found that Gen Z and Gen Alpha consumers increasingly favor brands that use humor in their marketing.
Updated on Sept. 25, 2026 in Youth
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Snapchat and Omnicom Advertising have released a study of over 6,000 social media users that highlights how humor influences young consumers. The research shows that brands using funny content are more likely to capture the attention and purchasing interest of younger generations.
Why it matters
For Gen Z and Gen Alpha, humor functions as a social language used to express identity and signal group belonging. Understanding this dynamic is crucial for brands looking to connect with a demographic expected to hold significant future purchasing power.
The study surveyed 6,000 users aged 13 to 28 across six countries. Findings indicate that 90% of Indian respondents use humor as an indirect method of expression.
The players
Snapchat
Snapchat is a social media platform known for its focus on multimedia messaging and augmented reality experiences.
Omnicom Advertising
Omnicom Advertising is a global marketing and communications holding company that provides strategic brand consulting services.
The details
Researchers analyzed how humor helps younger users signal identity and belonging through social media interactions. The data highlights a strong correlation between brand humor and consumer engagement, particularly within the Indian market.
Timeline
2030 is the year Gen Z is projected to represent 27% of India's population.
Culture Shift
This study captures a shift where digital native consumers reject traditional corporate messaging in favor of humor-based social currency. It reflects a broader move toward brands acting as participants in subcultural identity rather than passive advertisers.
Consumers can expect to see more humor-driven marketing campaigns as brands adjust their strategies to better align with the preferences of younger demographics. This shift may change how users experience social media advertising, with a higher frequency of entertainment-focused content appearing in feeds.
The takeaway
Brands that prioritize humor as a core component of their communication strategy are better positioned to earn trust with younger audiences. By acting as a social facilitator, these companies can move beyond transactional relationships to become part of the consumer's identity.
Further reading
Learn more about shifting consumer habits in our Youth section.
Source note: This article includes information reported by Hindustan Times.
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Does seeing humorous marketing make you more likely to purchase from a brand?
