Research and insights agency, TRA, has conducted an in-depth study involving over 2000 Australians and New Zealanders to gauge their mood and explore their openness to brands adopting a more playful approach.

The research has unearthed signs of 'misery fatigue', likely due to factors such as climate change, cost of living, cancel culture, global conflicts, and resultant tensions.

Six out of ten people believe our sense of playfulness has declined during the pandemic, yet the majority think it's time to reintroduce playfulness. Most people actively desire more playfulness and humour in their lives, but only one in four believe companies are doing a good job at this. Interestingly, 60% of people feel better about an organisation that incorporates playfulness, and feel that the brand 'gets them'.

TRA's research distinguishes between playfulness and humour, noting they have different roles, rules, and brand guardrails. The agency provides five tips for brands to get playfulness right: incorporating playfulness across all touchpoints, picking the right brand voice, selecting the appropriate mood, choosing the right play spaces, and picking the right playmates.

Partner at TRA, Colleen Ryan, said: "Staying in a prolonged crisis takes its toll. Our research found people are ready for some joy, including in the marketing they see. It's a win-win because playfulness makes people feel good and it also makes us feel good about the brands who engage in this way."

"The last few years have seen a focus on purpose marketing, on improving people's lives through social good. Improving people's lives, however, doesn't have to always be through social good, it can also come from creating joy when the going is tough. They're not incompatible aims. Purpose is, of course, important, but people are looking for a lightening of the mood, a laugh, fun. The two can go hand in hand," said Ryan.

"There's a lot of opportunity with play. While humour is personal, and difficult to land, play is universal. That's what makes it a powerful tool for brands. Playfulness is light-hearted, spontaneous and fun-seeking. Children and pets are predisposed to play and have fun, but over time a lot of that playfulness disappears in adults. This is an opportunity for brands to introduce more of it into our lives."