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The Relationships Industry Overcoming disconnection with new bonds

We may live in a hyper-connected world, yet feelings of isolation have become widespread. Whatever the cause – the tilt towards individualism and a culture of self-care and boundary setting, the shift to remote interaction and work, social polarization – many people feel a sense of disconnection. However, rather than resigning to this reality, consumers are actively seeking ways to nurture existing bonds and forge new ones, even via unconventional means.

Consumer data

Younger consumers feel especially at risk of loneliness

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Consumers are open to tested and emerging approaches to making new connections

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Drivers and trends in play

Lifestage Delay

Urban Majority

Solo Living

Presence-free Living

Social Wellness

Networked Family

The Relationships Industry

For each opportunity area, we've identified a number of drivers and trends that are coming together to spark new activity among consumers that brands can capitalize on.

Commercial and consumer signals

We have identified a number of signals relating to the epidemic of loneliness around the world, along with consumers’ disillusionment with dating apps and a desire for new ways to meet people for both romantic and platonic relationships. We see brands offering practical ways to help bring people together, either in real-life or virtual settings.
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Weak signal
“We see travelers seeking out activities that require more mental and physical exertion…C-suite clients in particular want experiences that go beyond their comfort zone. Executives at the highest levels are willing to push boundaries, and they like to test themselves.”
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Case study
“We see travelers seeking out activities that require more mental and physical exertion…C-suite clients in particular want experiences that go beyond their comfort zone. Executives at the highest levels are willing to push boundaries, and they like to test themselves.”
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Widespread rejection of AI and automation, as well as tech encroachment more generally. We rediscover what it means to be human and celebrate our innate animal essence.

Strategic imperative

Establish yourself as the go-to partner in relationship building
Consumers are looking for ways to form and strengthen bonds. Capitalize on this demand by offering platforms, products and services that support relationship management in various contexts. For instance, offer immersive digital experiences for maintaining long-distance intimacy, organize real-world events that connect consumers face- to-face and explore platforms that support diverse relationship dynamics.
Consumers are looking for ways to form and strengthen bonds. Capitalize on this demand by offering platforms, products and services that support relationship management in various contexts. For instance, offer immersive digital experiences for maintaining long-distance intimacy, organize real-world events that connect consumers face- to-face and explore platforms that support diverse relationship dynamics.
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