Ditch the Jargon
How Humor in Marketing Builds Trust
Think about the last time a bank ad really stuck with you. Was it a dry recitation of financial jargon and corporate platitudes? Or was it something that made you laugh, or at least smile?
For too long, the financial industry has operated under a myth that banking ads have to be serious. The assumption is that humor is unprofessional, and a serious tone is the only way to show trustworthiness. But the truth is, humor builds more trust than jargon. 91% of consumers prefer funny brands, while 95% of business leaders are afraid to use humor (Oracle).
Serious, jargon-heavy and risk-averse messaging feels safe, but are also instantly forgettable. In a sea of “committed to excellence” and “innovative solutions,” a brand that follows the same old script just blends in. This approach prioritizes appearing professional over being relatable, which is a major miscalculation in today’s market. Today’s audiences, especially Gen Z and Millennials, equate relatability with trust. A study found that 90% of Millennials would make a decision based on a brand’s authenticity. A similar finding from a different study showed that 83% of Gen Z also find brand authenticity important (SNT Digital).They want to connect with brands that feel authentic and human, not like faceless corporations. Humor is one of the most powerful tools for humanizing a brand, showing your brand doesn’t take itself too seriously or it’s not afraid to be real.
Humor Builds Trust
Humor is a trust-building tool and not just a gimmick. When a brand uses humor, it signals confidence and transparency. For banks or financial institutions, it’s an unspoken message that says, “We’re not hiding behind complicated language; we’re here to connect with you on a human level.”
Take a look at companies that are getting it right. Campaigns with playful tones, like some of Ally Bank’s marketing, or those with witty spokespersons, such as Capital One’s long-running “Capital One Bank Guy” series, resonate far more deeply than basic messaging. These examples prove that you can be witty and clever while still showing credibility and security. They cut through the noise and create an emotional connection that “safe” corporate messaging struggles to achieve.
Ultimately, financial services are built on trust. But that trust doesn’t come from a checklist of technical features or an overload of complex language. It comes from the feeling that a brand understands you and your needs. When a financial institution embraces humor, it shows a new kind of confidence and one that consumers read as genuine credibility.
Banking isn’t just about numbers; it’s about people. And people trust brands that feel human. So, to all the financial institution CMOs out there… Is your brand still leaning on the familiar and formal, or is it time to explore more relatable messaging that truly resonates with your audience?
