In a world where humor drives engagement, how far is too far? Are brands losing their ethical compass in pursuit of viral moments? Does cynicism in meme culture dilute the values behind marketing campaigns? Are we laughing with or at the audience, and what does that say about the future of branding?

As part of Reinvent by Renderforest 2024, Shushan Harutyunyan, the Co-founder and CEO of AxelMondrian, a leading reputation management company, delivered a thought-provoking speech to the professional community, sharing compelling data and insights on the subject. Here, we spotlight several key facts and figures from local studies presented in her speech:

1. Based on consumer perceptions, 4% of global brands are identified as Jester brands as their primary archetype. In contrast to their perceived positioning, 32% incorporate humor and memes into official brand communication. This approach often results in creating more trends and seasonality but leads to less strategic communication, ultimately contributing to a general decline in the market value of brands.

2. 74% of adult social media users share memes for laughter, while 34% use memes as a means of expression or commentary. Additionally, 35% employ memes as a way to hint at something, and 28% turn to memes when they struggle to find the right words. This last point is particularly significant, as the lack of expressive means can foster collective behaviour that impedes critical thinking.

3. “Fear of being laughed at” and “laughter as a way to overcome fear” are the most prevalent motifs in the age of memes. Notably, adult men exhibit more fears, with 71% of this demographic using memes intensively. In comparison, 52% of adult women send or publish memes with occasional frequency.

4. While Horace Flaccus famously observed that laughter is the best way to tell the truth without facing punishment, a society where everything becomes a subject of ridicule loses its precision and veers into destructive cynicism. This trivialisation of all phenomena fosters mass manifestations of meaninglessness and emptiness, contributing to a rise in depression and loneliness.

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AxelMondrian opened its Yerevan office in 2022, offering Public Relations, Reputation management, and Creative communication services to leading companies in Armenia. Shushan Harutyunyan, the company’s Chief executive officer, has 17 years of experience in managing communication projects and is a graduate of Central European University and University of Oxford’s Said Business School. Her work experience includes implementing public projects, campaigns, and branding in Armenia, EU countries, and the Middle East.