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Romance Consumer Insights

Relationship Management
Couples therapy apps identify problems and provide personalized advice
Trend - In the interest of keeping divorce demography in the low numbers, companies release marriage counseling apps with assistive features -- from identifying problems in partner behavior and expectations to offering personalized advice and possible solutions. These tools are abundant, mobile and efficient, adding a layer of convenience.

Insight - When couples experience marital problems, solving these issues becomes a priority as divorce is generally an unfavorable outcome. However, many consumers find therapy either inaccessible due to financial issues or social stigma. Millennial consumers embrace digital platforms that provide solutions by offering cost-effective services and comfortable user experiences, ultimately accounting for accessibility.
Workshop Question - How could you offer omnipresent support for your customer base?
5.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Designer Contraception
Fashion brands promote safe sex with novelty condom-inspired offerings
Trend - Haute couture labels and celebrities are entering unlikely territory, producing branded contraceptives and collections that are inspired by the notion of safe sex. Whether it's through condoms or condom-inspired apparel, the launches instill a sense of curiosity in consumers.

Insight - Social media enables the curation of personal brands and many consumers attempt to introduce all facets of their personality through online platforms. Motivated in part by synchronizing physical and digital lifestyles, this move allows for users to be authentically themselves in both worlds. As sexuality is an inherent component of many consumers' personal brands, the topic is finding its place on social media. Novelty items that reference sexuality are perceived as tools of liberation that are shareable and get the point across.
Workshop Question - How can your brand align with the message of safe sex?
7.9
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.

Insight - Consumers looking for love, or simply connections with others, are still finding gaps and challenges even despite the plethora of online platforms available. Lack of commonalities is driving consumers to look for solutions that take into account more specific or detailed traits and preferences. As a result, platforms that pair users based on more niche qualities like dietary habits offer a more curated and creative matchmaking opportunity.
Workshop Question - Consider how your brand could provide a more curated experience for your consumers.
6.2
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?
4.9
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
Singledom Celebration
Brands cater to single consumers in celebratory, lighthearted ways
Implications - As consumers push off marriage to a later age and the stigma of being single diminishes, brands are catering to single consumers explicitly with the same level of enthusiasm and acceptance often built into couple-focused offerings. The idea of having one's life reflected in the products and services they interact with is important to consumers, especially Gen Z and Millennial consumers, and this shift toward celebrating independence speaks to that expectation.
Workshop Question - Are the things that make your customer unique reflected in the product and service that you offer?
3.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
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
Laidback Bridal
No frills fashions and ceremonies suggest a shift from high pressure formalities
Implications - As individuals planning their nuptials seek out options that feel first and foremost authentic, many are following less traditional pathways by opting for no frills services and fashions that let them focus on elements of the day that are most important to them. This progression also suggests that outside of budget concerns, many consumers are looking to take a less rigid approach to rites of passage such as matrimony that better reflect their personalities and lifestyle choices.
Workshop Question - How can your brand better accommodate customers looking to take a less rigid approach to the rituals that your product enables?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Delectable Bouquet
Edible bouquets encourage consumers to become marketers on behalf of brands
Implications - With edible bouquets being so social media-friendly, brands are capitalizing on this by releasing special bouquets for holidays, or as limited edition products. By debuting products that are inherently shareable due to their aesthetically pleasing qualities, brands are enabling consumers to market their products on their behalf in a way that is both engaging and organic.
Workshop Question - How can your brand engage consumers to market on the brand's behalf?
5.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends