The recent fashion-focused, retail-marketing trend for tongue-in-cheek infomercials reveals an appetite for humour and a degree of simplicity and humanisation often lacking in convoluted, app-based initiatives. Both brands and tech start-ups are getting in on the action.
This summer, the format has cropped up in two other key initiatives – linked to rebooting the perception of an eco-friendly lifestyle as hip, rather than worthy.
Technologists are also applying start-up thinking to the opportunity.
For more on humanising and adding humour to digital brand strategies, see Haute Humour: Visual Influence, Concierge Commerce, and Intimacy, Empathy & Solidarity in Retail Tech: Future-Shaping Tools & Trends, 2017/18.