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78% of people believe brands can do more to deliver happiness

People want brands to make them smile and laugh, but business leaders fear using humor in customer interactions. According to a new study from Oracle and five-time New York Times bestselling author and podcaster Gretchen Rubin, people are searching for new experiences that make them smile and laugh. In fact, consumers will reward brands that embrace humor with loyalty, advocacy, and repeat purchases—and walk away from those that don’t.

Gretchen Rubin and comedian Katie Boyle discuss happiness today and how brands can deliver joy.

Learn more about The Happiness Report

What people will do for happiness

People are looking for more happiness, and they are looking for it in surprising places. And they are willing to spend money to get and keep happiness.

Watch the video to learn more (1:25)
The state of happiness

What brings us joy, especially in recent years, has changed. But one thing bubbles to the surface—we want brands to help us be happy through humor.

Learn more about happiness today (1:15)
Are brands delivering happiness?

People are seeking out happiness in new ways, and they want more humor from companies. So, business leaders must be responding, right? Not quite.

See the survey results (1:21)
Creating Happy Customers with Humor


41% of people are willing to leave a brand if it doesn’t make them smile

Nearly everyone (91%) wants brands to make them smile and laugh. Despite this preference, brands rarely use humor. Why? 95% fear using humor in customer interactions, and 85% don’t believe they have the data insights or tools to successfully deliver humor.

Humor can pay dividends—if done right:


would buy from a brand again


would choose that brand over a competitor


would spend more money with that brand

“For brands aiming to contribute to the happiness of their target audience, the process starts with data and knowing your customers. Only then can you bring the appropriate mix of humor, personality, and brand experience that will drive loyalty and brand advocacy.”

Gretchen Rubin, New York Times bestseller author and podcaster

Customer story

Happiness by design

Cairo-based developer Mountain View and two other global companies formed a partnership to bring the land to life and make people happy, from the inside out. Their philosophy: When you have happy employees, you have happy customers.

The impact of humor on customer engagement

Explore the impact of humor on advertising, marketing, sales, and customer service interactions—and where brands are missing the mark.

Explore more resources to help enhance your customer experience

CX study: Today's customers crave happiness—and they want brands to deliver it

They say you can’t buy happiness, but that doesn’t mean you can’t use humor to increase sales. In fact, making customers laugh could be what sets you apart from the competition. People are prioritizing happiness, and they’re willing to reward companies that make them smile.

Marketers: Don’t forget the LOLs

Data is telling us something we know intuitively to be true: Laughter is the best medicine. Business leaders only refrain from using humor because they aren’t sure it will be used appropriately. Data and AI can help guide decisions on when to use humor in customer interactions—and when to steer clear.

JUNE 22, 2022

Why funny advertising campaigns make you stand out (and why some business leaders avoid them)

Michael McNichols, Content Manager, Oracle

What are the benefits of humor in digital advertising? It humanizes your brand. It catches the eye. It delights your audience. With humor, an ad can go from simply intrusive to an entertaining use of someone’s time. If they smile and laugh, you’ve won them over. So, by making someone chuckle or smile, you made your ad more memorable. You made it resonate. Continue reading to learn how.

Read the complete post

Start using data to better inform your customers’ experiences

Oracle Advertising and Customer Experience offers a connected suite of applications that goes beyond traditional CRM to help you create, manage, serve, and nurture lasting customer relationships. Build a complete view of your customers and their every interaction—no matter how, when, where, or with whom they engage. Empower your entire business to deliver exceptional customer experiences—from acquisition to retention—and everything in between.