Continuing our 5-part series focusing on the Millennial woman. Today's feature: "Humor"

Women are a large segment of the Millennial generation; they’re highly diverse and challenging traditional marketing methods. One interesting way they have affected branding already is with the inclusion of both socially conscious and female-centric humor in marketing.

This is a generation that grew up watching the comedy of Tina Fey, Amy Poehler and Kristen Wiig. Actresses like Jennifer Lawrence and Amy Schumer join this genre of comic.

These types of performers manage to successfully talk about social and day-to day issues from an honest female perspective while living as a celebrity/idol. Being honest requires one to be vulnerable, and to be vulnerable is fearless. Millennial women are inspired by this type of genuine strength. The off-beat humor isn’t mean-spirited and relates to the actual experiences of Millennial females.

Relating a brand to humor is a clever marketing tactic and it's memorable. This is the cycle:

  1. As the customer laughs they are reminded of the brand

  2. The next time the customer sees that respective brand’s ads, a positive association with the brand is achieved. Through humor.

  3. Humor, humanizes. It builds rapport, makes brands more memorable and increases consumer-brand affinity.

A couple of ads demonstrate this tactic by successfully associating their brand with one of the comics these Millennial women look up to:

Relatability. Relevance. Realness. These are the reasons why brands choose to work with these types of female performers. Contemporary female comedians, tap into the authentic narrative of a Millennial woman. As illustrated in the cycle above, brands can leverage this gateway to strengthen their positioning. As a large portion of the Millennial generation, the female perspective is highly important to consider for brands approaching marketing. The female voice is getting stronger in marketing, humor is one way to reach this defiant crowd.