We Led a Gen Z Humor Training for a Client. Here Are Three Things I Learned.
What Matters: There IS a place for brands in this dark and frightening world.
Recently, our team led a training on the fundamentals and nuances of Gen Z humor for a client's entire global marketing team. For me, the exercise was particularly enlightening horrifying so dumb puzzling kinda just off it sent me running to the bathroom where I stared at my reflection in the mirror and wept... new.
Yes, every generation has its own lingo, sensibilities, and culture, but I'm telling you, these people are truly different from their generational predecessors (sorry, Millennials).
So, Honeymoon tapped a couple of its Gen Z all-stars. By "tapped," I mean I made Jonny and Sawyer explain this nonsense to me.
Rather than go through the entire training again and deliver your brains into the same state of exhausted mush that mine now resides in, here are three things I found of note:
1. MANY ONLINE GAGS — EVEN ONES THAT GO SUPER VIRAL — GET OLD REAL FAST. WHY IS THAT?
Let's say it takes experiencing a great joke somewhere around 50 times before it's officially beaten into the ground. For me, as a Gen Xer, that could give me a good six months of awesome laughs (and that's assuming I can find my phone).
The way Gen Z consumes information, a great joke may only have a few days of shelf-life before they see it rehashed so many times that it's done.
TAKEAWAY: Brands should listen, act fast and often, and not be too precious.
2. DARKNESS, MENTAL HEALTH, AND OBSCURITY ARE HILARITY FAVES.
Nothing is too dark. Nothing is too random. Nothing is too honest.
TAKEAWAY: As long as it's funny. Brands should get used to this humor, but don't feel pressured to participate.
3. IT HELPS (ME) TO THINK OF VIRAL GAGS AS LEGO BLOCKS.
Some of the best and longest-lasting viral bits are ones that people (anyone!) have remixed, stitched, edited, supplemented, redone, reused, and recycled.
When brands participate without compromising their identities, that's when it works best.
TAKEAWAY: Brands can prepare for these moments by thinking, "What would our Lego blocks look like?"
There was plenty more... including lingo, comedian influencers, brands who botched it, measuring success, as well as a detailed and grim account of what happened to poor Elmo. Brands can play here, you just have to listen to Gen Z.
And may God have mercy on us all.
Josh Lohrius is founder and Chief Creative Officer at Honeymoon.