Humor in the service of responsible communication.
In April 2022, I crossed paths with Brice Johner when he was Marketing Manager at Sami.ecothe platform that calculates Badsender's carbon footprint. In November 2023, a post on my Linkedin feed caught my attention: Brice had become an inclusive, eco-friendly humorist. Intrigued, I invited him to share his journey, between marketing and humor, on the microphone of the Sobriety & Marketing podcast.
In the course of our exchange, I touched on several issues:
- In your LinkedIn presentation, you call yourself an ecologist for 10 years and an optimist for 9.5 years. What's been going on for 6 months?
- How did the people around you react when you told them you were going into comedy?
- Organizations often hesitate between a light / rallying tone or a radical tone to get their messages across. Do you think a humorous tone works better?
- Can we really laugh about subjects as serious as climate change?
- Is there a type of humor that's more effective than others in tackling these issues?
- Isn't there a risk of minimizing the importance of the issues at stake by treating them with a sense of humor?
- Can humor help organizations avoid greenwashing?
Here are 2 passages from the episode:
"There's no magic formula. I think what counts is to test and adapt as much as possible to your audience. It's about finding the best way to convey the message you want them to hear. The consequences of climate change will affect everyone. We're going to have to tell everyone about it. And to do that, I think you have to use every possible form of communication. - Brice Johner
"Making people laugh by communicating figures from an IPCC report, such as the fact that by 2050 there will be 500 million climate migrants, can be shocking, especially when you don't know this information. We go through emotions such as fear, anger and anxiety. That's where humor comes in, not to minimize the consequences, but to take a step back and allow yourself to breathe." - Brice Johner
You can find Brice on LinkedIn : Brice Johner
And his KOOL site: Putting ecology on the agenda is KOOL
Enjoy your listening!
This recording is also available on all podcast platforms:
The written transcript and summary of the interview with Brice Johner
Marion Duchatelet: Hi, Brice! Welcome to our "Sobriety and Marketing" podcast. Today, we're exploring a different angle: how to combine humor and ecology. Tell us about your background.
Brice Johner: Hi Marion! My background is indeed a bit atypical. I started out as an investment banker, then moved into ecological marketing before becoming a humorist. My aim is to raise awareness of ecology in a light-hearted and humorous way, by building bridges with marketing and sobriety.
Marion Duchatelet: What drew you to humor?
Brice Johner: I've always liked to make people laugh. Humor is an excellent way of raising awareness without weighing down the message. Whether I'm working for a company or on stage, my aim is to raise awareness about ecology, while at the same time providing entertainment.
Marion Duchatelet: How did the people around you react to your career change?
Brice Johner: Very well, fortunately. Having already proved my ability to be independent, my family supported me. They value personal fulfillment more than financial success.
Marion Duchatelet: Do you think it's possible to be both funny and serious about subjects like ecology?
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Brice Johner: Absolutely. Humor can reach a wide audience and play down serious subjects. That said, finding the right balance between humor and message is a real challenge.
Marion Duchatelet: How do you deal with the diverse reactions of your audience?
Brice Johner: It's complex. What's funny to some may be perceived as moralistic by others. The important thing is to adapt to your audience and try out different approaches.
Marion Duchatelet: How do you come up with your jokes?
Brice Johner: It's an iterative process. I write, test on stage, adjust. Humor, like marketing, requires experimentation and learning from mistakes.
Marion Duchatelet: How is humor perceived in the workplace?
Brice Johner: More and more companies are opening up to offbeat approaches to ecology. Humor can facilitate the introduction of these subjects, lightening the atmosphere and making the message more accessible.
Marion Duchatelet: Do you have any examples of comedians who inspire you in this area?
Brice Johner: Nicolas Meirieu and Blanche Gardin, among others, tackle ecology with brio. They prove that you can raise awareness and entertain at the same time.
Marion Duchatelet: Tell us about the Greenwashing Comedy Club.
Brice Johner: It's a collective of comedians who, like me, seek to raise awareness of ecology through humor. We perform in a variety of venues, including companies, to bring a fresh, light-hearted take on serious subjects.
Marion Duchatelet: In conclusion, what message would you like to share?
Brice Johner: Ecology is a crucial subject, but that doesn't mean we can't laugh about it. Humor is a gateway to raising awareness and engaging all audiences. Don't hesitate to follow me on Instagram to discover my work.
Marion Duchatelet: Thank you, Brice, for sharing your experience with us.
Brice Johner: Thank you, Marion. See you later.
