# Relational Consumption As fewer meals are eaten in groups, brands personify food to fill the void. By [Michael Hemsworth](https://www.trendhunter.com/Michael.Hemsworth), Contributing Researcher | Published Mar 21, 2014 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/relational-consumption ## Key Figures - Trend score: 3.7/10 - Evidence articles: 6 ## What is the Relational Consumption trend? **Relational Consumption:** Food is an inherently personal topic, as it is often consumed in close company, which subsequently engrains emotional connections. This notion of the consumer relationship with food is being explored closer than ever with brands personifying products and bolstering the personal nature of consumption with more tenacity. As fewer meals are eaten in the company of others and a sedentary lifestyle takes dominance in the mainstream, the concept of food as a consistent friend is creating new correlations that not only strike odd connections, but also create inseparable bonds. ## At a Glance - Evidence: 6 featured examples - Articles from: May 19, 2013 to Mar 19, 2014 - Published: Mar 21, 2014 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 10% men, 90% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Examples of the Relational Consumption trend 6 featured examples from May 19, 2013 to Mar 19, 2014. - [Break Up Gum Commercials](https://www.trendhunter.com/trends/orbit-gum-ad): Sarah Silverman Breaks Up with her Coffee Breath in this Orbit Gum Ad (Category: Marketing) Implication: The Orbit Gum ad exemplifies the opportunities for advertisers to incorporate personalized and humorous elements into their campaigns for enhanced brand engagement. - [Comical Beef Head Ads](https://www.trendhunter.com/trends/yogurt-commercial): This Yogurt Commercial is Sure to Make Anyone Laugh (Category: Marketing) Implication: Exploring new approaches to advertising that break away from traditional models and embrace diversity and inclusivity. - [Virtually Personalized Bread Campaigns](https://www.trendhunter.com/trends/dempsters): Dempster’s Has Created a Romance Novel for Consumers (Category: Marketing) Implication: Food brands can use personalized digital campaigns to promote new products and engage with consumers. - [Heartwarming Cab-Sharing Campaigns](https://www.trendhunter.com/trends/coca-cola-christmas-ad): This Coca-Cola Christmas Ad Encourages Sharing Taxi Rides (Category: Marketing) Implication: Disruptive innovation opportunity: Integrate ride-sharing services and initiatives into beverage marketing campaigns to promote community engagement and amplify brand message. - [Personified Candy Counselling Ads](https://www.trendhunter.com/trends/butterfinger-peanut-butter-cups): Butterfinger Peanut Butter Cups' Ad Unifies a Solid Couple (Category: Lifestyle) Implication: Incorporating creative advertising strategies in the confectionery industry can capture consumer attention and drive sales. - [Smudged Lipstick Food Commercials](https://www.trendhunter.com/trends/mcdonalds-commercials): The McDonald’s Commercial Shows Women Tempted by Sundaes (Category: Lifestyle) Implication: In the advertising industry, there is an opportunity to develop creative and engaging campaigns that resonate with diverse audiences. ## Themes within the Relational Consumption trend ### Personification of Products Brands are personifying products to fill the void left by conservative societal dynamics, and targeting diverse audiences with humorous ads that create inseparable bonds with their consumers. ### Virtual Personalization Brands are using digital campaigns to allow consumers to personalize their own experience with food, with messaging that promotes personal growth and empowerment. ### Heartwarming Cab-Sharing Campaigns Companies such as Coca-Cola are advocating for socially responsible strategies, such as sharing rides to create a sense of community while simultaneously promoting their brands. ## What the Relational Consumption trend means for industry ### For Food and Beverage There is a potential for disruptive innovation in the food and beverage industry with a focus on personalization and shared experiences. ### For Advertising and Marketing Brands are targeting diverse audiences with humorous and interactive campaigns that use storytelling and personalization to connect with consumers. ### For Transportation Transportation companies have the opportunity to adopt socially responsible strategies, such as ride-sharing campaigns, to create a sense of community while promoting their brands. ## Trend signals for Relational Consumption Trend score 3.7 out of 10, from popularity 72%, activity 31%, freshness 8%. - Popularity: 72% - Activity: 31% - Freshness: 8% ## Recent trend clusters - [Structured Stacks](https://www.trendhunter.com/protrends/ai-ready-software) (Tech) - [Routine Indulgence](https://www.trendhunter.com/protrends/holiday-breakfast-flavors) (Lifestyle) - [Intentional Retreats](https://www.trendhunter.com/protrends/emotion-based-travel) (World) - [Collaged Uppers](https://www.trendhunter.com/protrends/mixed-material-sneakers) (Fashion) ## Trending in Marketing - [Korean-Inspired Convenience Menus](https://www.trendhunter.com/trends/korean-inspired-convenience-menus) - [Remarkably Comfortable Canadian Sleepwear](https://www.trendhunter.com/trends/sleep-the-label) - [Cheeky Mobile Billboards](https://www.trendhunter.com/trends/cheeky-mobile-billboards) - [Caviar-Inspired Collagen Eye Cream](https://www.trendhunter.com/trends/collagen-eye-cream) All articles: [Marketing](https://www.trendhunter.com/marketing)