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,...