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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?
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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?
3.4
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?
4.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Insights by Trend Hunter AI
Dating Safety
Dating apps prioritize safety features that enhance trust among users
Trend - Dating apps are increasingly prioritizing safety features to protect users from potentially dangerous or uncomfortable situations. These include everything from in-app panic buttons to safety moderators.
Workshop Question - How could your brand better prioritze customer safety?
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Dating Challenge
Dating app developers are setting challenges to enhance user experience
Trend - Either deployed as a marketing campaign or a new feature, developers of mobile dating applications are inserting more excitement into the browsing experience by introducing various challenge-based activations.
Workshop Question - How can your brand better engage consumers through challenges?
5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Dating Wellness
Brands offer beneficial services relating to dating
Trend - Brands are addressing the pressures and effort of dating by offering wellness-related solutions that give people more confidence in their dating abilities. Services include how-to guides and dating wellness workshops.
Workshop Question - How is your brand enhancing customer experiences?
5.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Cash-Awarding Fitness
Fitness apps are now paying customers to exercise while using their apps
Trend - Brands are launching fitness apps that offer cash rewards for achieving fitness milestones. The activities range from walking to live-streamed fitness and encourage consumers to meet their goals for tangible rewards.
Workshop Question - How can your brand leverage rewards to incentivize consumers?
3.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Dedicated Desktop
Companies are launching more apps specifically designed for desktop users
Trend - Companies are increasingly creating apps specifically designed to be used on a desktop, including apps for audio customization, social media, and organizational tools. The desktop-centric design empowers users with more functional capabilities when compared to their mobile counterparts.
Workshop Question - How can your organization better offer more functional products and services?
2.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
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?
3.5
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?
2.8
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.
5.4
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?
4.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends