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eLearning > Consumers > Consumer Behavior > Module 4 / 5

Consumers and Social Circles

Instructor: Shelby Walsh
Travel
Download the Travel Trend Report
Technology has had an overwhelming impact on social relationship trends. Algorithms, AI and our mobile devices have forever changed the way we connect with one another when it comes to our friendships, romantic partnerships, and our families. This module will decode what these shifts mean for marketers and innovators.

Brands today need to create impactful shared experiences for different groups, allowing consumers to foster more meaningful relationships with the brands they purchase from and amongst themselves as well. This module explores themes of tribalism identified in Trend Hunter's database such as "Family Branding" and "Hyper-Personalized Matchmaking" to keep brands on the cutting edge of consumer connection and messaging.
Related Trend Report: Travel
Workshop Questions:
1. How could your brand foster more meaningful relationships amongst your advocates?
2. How can you create more impactful shared experiences for your brand's tribe?
Jeremy Gutsche Keynote Speaker
Featured Insights
Hyper-Personalized Matchmaking
Algorithms and AI technology guide users to their best match
Implications - While the proliferation of platforms like Tinder has contributed to more convenient, fast-paced methods of finding love, consumers are craving more, and as a result, personalized methods are emerging. From AI algorithms to DNA testing techniques, these solutions give users the chance to customize their matchmaking process, ensuring the results are more tailored to their individual, inherent needs. Showcasing the type of effort and lengths consumers are going to find their match, these examples also reflect a growing desire for customization in every single facet of their life.
Workshop Question - How could you potentially hyper-personalize your product or service offerings to create a more memorable experience for your consumer?
3.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Swipe Expansion
Dating apps expand their reach into other aspects of consumers' lives
Implications - With the popularity of dating apps at a peak, these platforms are expanding their reach by offering services other than those strictly related to dating. Tapping into consumers' ever-increasing openness to meeting new people online for recreational purposes, big players in the space are rolling out features to help consumers make friends, network professionally, and more.
Workshop Question - How can your company tap into technology to make your consumers' lives easier?
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Insights by Trend Hunter AI
Socialized Dating
Dating apps integrate friend-based features to boost matches
Trend - Brands in the business of creating dating apps are aiming to establish trustworthy connections by using friendship as a basis for matchmaking. Whether facilitating friendships first between potential matches, or using existing friends to vouch for users of the apps, these brands are prioritizing authentic connections.
Workshop Question - How could your brand align longstanding values with technological changes in its space?
4.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Volunteer Matchmaking
Volunteering is streamlined through efficient apps & platforms
Trend - As new generations seek out ways to give back, methods of volunteering are adapting to be more inclusive of modern technology, lifestyle habits and overall convenience. From mobile apps that streamline the sign-up process to matchmaking-inspired platforms that pair users with cause, these services help redefine the act of volunteering.
Workshop Question - How might you encourage your consumers or audiences to give back? How could you potentially gamify the process?
3.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Dietary Matchmaking
Brands are using food preferences to pair potential couples
Trend - Matchmaking apps and services are prioritizing users’ dietary habits and favorite foods in order to better curate potential romantic couplings. The emphasis being placed on pairings that are focused on niche commonalities highlights the consumer desire for more curated experiences from the lifestyle brands they engage with.
Workshop Question - Consider how your brand could provide a more curated experience for your consumers.
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Cross-Category Matchmaking
Digital assistants & apps help create matches in areas beyond romance
Trend - Matchmaking apps and assistants are perpetuating areas beyond just romance and dating to offer guidance in various consumer categories. Offering assistance in areas like food consumption, travel and even entertainment, these branded matchmaking apps bring together likeminded individuals with personalized services.
Workshop Question - How can you better assist or guide your consumers through the product experience?
5.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Empowering Romance
Dating apps take inspiration from female empowerment movements
Trend - Inspired by leading brands like Bumble, dating apps are adopting women-friendly features so that their safety and comfort is enhanced while they're virtually dating. These services come in reaction to the harassment women often face online, along with the advancements pushed by the women's movement.
Workshop Question - How could your brand ensure safe spaces for individuals or groups who are marginalized or face discrimination?
5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Smart Dating
The online dating industry touts smart tech to enhance accuracy
Implications - The popularity of online dating has resulted in brands’ prioritization of artificial intelligence functions and features that claim to analyze or enhance the effectiveness of people’s virtual dating habits. The use of AI in this realm enhances trust in these services’ ability to perform.
Workshop Question - In what areas could AI enhance your brand’s products/services?
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Altruistic Matchmaking
The new matchmaking model is being applied to altruistic causes
Trend - The popularity of algorithm-based matchmaking services has bled into industries related to social and environmental good, with the digital model now being used for everything from livestock breeding purposes, to those that support responsible forestry. These platforms speak to the many applications for the swipe model that Tinder has popularized.
Workshop Question - How could your brand incorporate the popular "swipe" model into an app for its product/service?
4.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Social Romance
Popular social media platforms adopt dating app features for consumer allure
Implications - Popular social platforms are tapping into the online dating realm with new features and integrations that allow users to find their romantic connections. As consumers seek out romantic engagements and connections online, social platforms that traditionally focus on social sharing and friendship are taking note and creating environments that are more inclusive of those looking for love. The integration of popular social platforms with dating app features not only speaks to the popularity of seeking romantic connections online, but also the idea that users are looking for more all-inclusive platforms to do everything from posting their own life stories to finding the love of their life.
Workshop Question - How can you evolve your products or services to be more inclusive of consumer lifestyle habits like the desire to connect with others?
3.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Empowered Match-Making
Dating apps evolve to offer more empowering & thoughtful experiences
Implications - While online dating has become much more mainstream, fears around catfishing, insincerity, and ill intentions continue to circulate. As a means to give users more confidence, dating apps are turning to elements of empowerment and education to shine the spotlight more on the individual themselves as opposed to their potential romantic partner. From activations that focus on work-life balance to those that speak to female empowerment, these match-making services realize the importance of not only providing a potential partner but enlightening the user themselves to feel more appreciated, educated and enlightened.
Workshop Question - What can your brand to do make your consumers feel more empowered and enlightened?
4.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends