Recently, fun has been in a funk, particularly in the news. We thought, “we can’t be the only ones missing fun.” With this as our hypothesis, we set out to determine American consumers’ stance on brands that are “fun forward” in today’s media environment.

With the help of The Harris Poll, we recently surveyed more than two thousand U.S. consumers about what makes a brand fun, how humor influences purchasing, and what stories they want to see and hear from brands. The top results can be found in our downloadable report to help marketers guide their brand communications.