Romance Consumer Insights

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.

Insight - Contemporary consumers are constantly bombarded with new innovations and interesting opportunities in today's fast-paced environment and as a result, individuals often find themselves in the spirit of being adventurous and trying out something new. This creates a demand for the consistent rotation of exciting experiences that leave consumers not only entertained but also engaged in meaningful ways.

Implications - We are witnessing a shift from traditional celebrations to more unique and individual festivities. The rise in eccentric celebration may indicate a desire to stand apart from convention; people are more willing to appease their own interests over adhering to strict rules of the past, which provides a new setting and context for private and professional event planning.

Implications - Our time-crunched lifestyles often don’t leave an opportunity for romance, and savvy entrepreneurs have pounced by introducing products that play on science to lure a lover. This niche isn’t just for singles, though, as couples will continue to seek out products that promise to give a leg up on libido.

Implications - Robotic technology has long been the mental playground of geeks, and advances at the end of the 20th century saw breakthroughs in AI and automated helpers. Now that the technology is making sci-fi reality, will humans soon choose obedient robots over emotional humans? These trends say yes.

Implications - The credit crunch has caused many couples to move in together more rapidly than they would have before due to financial logic. Consumers feel supported by, and therefore favor, companies that promote the benefits of "what's mine is yours" relationships and of cohabitation.

Implications - People have put significant time, money and creative energies into showing people that they value their relationships for centuries, but the Internet has proven to do just that yet at no cost and for little time. Social networks have the added benefit of being viral distribution platforms, should people care to spread the word.

Implications - HIV and STD awareness has increased partially due to amicable presentation. Condoms are considered common-place, even becoming symbols of hope, affirmation and often humor, and products having sexual connotation are highly popular with younger consumers. Thus, condoms are now being stretched beyond their intended use (pun intended). These products, which include handbags made of condom wrappers and phallic-shaped blimps, are intended to shock, amuse or make a statement.

Implications - With the rise in acceptance for individualism and the pursuit of alternative interests, niche dating sites allow similarly-minded singles to meet. Unlike more popular dating sites that pool all singles together, this focused approach helps users establish a common ground well before the first date.

Implications - Amid climbing divorce rates is a fascination with young love and an influx of teenage romance innovations. This nostalgic search for puppy love takes the consumer back to a time when romance was less complicated, and as more people become—and stay—single, more opt to uncover a dream world of retro romance.

Implications - Even though same-sex marriage is not legal all over the world, it does not mean that the gay population is excluded from celebrating their love. The rise in the acceptance of same-sex relationships has lead to other typically “unconventional” matrimony ceremonies that take the road -- or aisle -- less traveled.