Why are the biggest, boldest brands right now also the silliest?

From Duolingo’s unhinged owl to Aldi’s cheeky replies, to the personal brands who tbh inspired this vibe in the first place, silliness has become a serious business strategy.

For years, both the big players AND personal brands have proved that leaning into humour and play is what makes people stop, listen and buy - but in 2025 (and moving into 2026) it's more important than ever.

In this episode I share:
- Why silliness is the sharpest way to cut through the noise in 2025
- The sales psychology behind why humour sticks (and sells)
- How brands of every size are embracing playfulness - and why your audience craves it
- Practical ways to bring a little more chaos and fun into your own content

If your marketing feels flat, you might be being too serious. The movement of brands getting playful, chaotic, and human is very much here to stay, and it sells.

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In the episode I mentioned a carousel by Sophie of PLM, you can find that here.