Category
Lifestyle
Assisted Choices
Trend cluster
Category
Divergent
Courtship
Singles seek out bizarre events to find a date with like-minded interests.
2.1
Trend score
Trend
What is the Divergent Courtship trend?
Divergent Courtship: Although many young people are still reveling in the hyper-convenience that's provided by increasingly streamlined dating apps, many others still prefer to meet in non-digital contexts. However, due to Millennials having such a short attention span, the events they're going to are highly focused. Also functioning well as an icebreaker, it becomes clear that consumers are prioritizing common interests and shared mindsets in finding a partner above mere convenience.
Trend themes
Themes within the Divergent Courtship trend
Three behaviours holding the trend together01
Non-digital courtship
Consumers are prioritizing common interests and shared mindsets in finding a partner above mere convenience.
02
Combining matchmaking with popular hobbies
Events that combine popular hobbies such as gaming and exercise with matchmaking offer unique platforms for singles to meet new people and have the potential to be effective marketing campaigns for dating websites or apps.
03
Innovative matchmaking formats
Unconventional matchmaking events that challenge the traditional norms of dating such as armpit-sniffing dating nights and surgical mask matchmaking events are creating buzz and offering an alternative to online dating for individuals looking for unconventional dating experiences.
Industry implications
What the Divergent Courtship trend means for industry
Where the trend changes the playbookFor
Dating Websites/Apps
These platforms can use innovative matchmaking formats to attract millennials who prioritize common interests and shared mindsets over convenience and provide non-digital courtship opportunities.
For
Event/Entertainment Industry
Companies that combine popular hobbies with matchmaking such as gaming, exercise or other unconventional formats can create unique and engaging experiences for singles and offer effective marketing campaigns for businesses.
For
Wellness Industry
Events that combine exercise or other wellness activities with matchmaking offer individuals a chance to prioritize mental and physical health while meeting new people and create an opportunity for businesses to provide healthy dating alternatives.
Workshop question
Would it benefit your company to address consumers niche interests? Why or why not?
Trend signals
Trend signals for Divergent Courtship
Trend score 2.1 out of 10, from popularity 29%, activity 27%, freshness 8%.
Popularity29%
Activity27%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Divergent Courtship trend
6 featured examples from Aug 17 to Nov 22, 2016CategoryLifestyle
Armpit-Sniffing Date Nights
The Romancing the Armpit Event Had Singles Sniffing Out Their Matches
Innovations in sensory matchmaking can disrupt the traditional dating and matchmaking industry by offering unique and unconventional dating experiences.
CategoryTech
Anime Gamer Dating Events
'Pokémon Gokon' Runs Singles Mixers to Connect Pokémon Go Fans
Disruptive innovation opportunity: Incorporate augmented reality and niche interests into event planning and matchmaking services.
CategoryTech
Social Square Dancing Apps
The Tangdou Square Dance App Brings Helps Users Find Dance Partners
Tangdou's success as a social platform for square dancing fans hints at an opportunity to disrupt the social networking industry with niched platforms.
CategoryLifestyle
Matchmaking 5K Runs
'Love Me Run' Pairs Runners with a Companion for Each Kilometer
The fitness industry can benefit from adding social elements to their workouts to attract a wider audience and boost engagement.
CategoryMarketing
Speed Dating Buses
The 'Datemaster' bus is part of a speed dating campaign for 'Match.com'
Opportunity for dating apps to explore innovative ways of connecting users beyond traditional online platforms.
CategoryLifestyle
Surgical Mask Matchmaking Events
This Tokyo Event Uses Surgical Masks as a New Dating Tool
The use of surgical masks as a dating tool presents an opportunity for dating services to explore unique event formats and attract a new segment of customers.
