How do people have fun and what do brands have to do with it?

Marina Fernandez and Raquel de Oliveira Siqueira

This report studies the new meanings of fun and leisure in the Brazilian contemporary world, how this perception is reflected in consumers' attitude and behaviour and how brands can act in a positive way to connect with their audiences, especially when promotional actions are concerned.

How do people have fun and what do brands have to do with it?

Marina Fernandez and Raquel de Oliveira SiqueiraFirefly Millward Brown

The Resignification of Fun in the Contemporaneous World

It is common knowledge that people today live differently from how they did in the 80s, 90s or even the beginning of the 2000s. Behavioral changes reflect important attitudinal changes. The daily routine has changed, the needs have changed and, even more, beliefs and values also seem to have changed.

Accelerated transformations in technology in the past decade have affected the relationship networks associated with work,...

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