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What Do Brands Need to Know About the Anatomy of Modern Relationships?

13/02/2025
Advertising Agency
Warsaw, Poland
110
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Lelde Rassa-Apsīte, brand strategist at Publicis Groupe Latvia on why brands need to understand how love manifests itself today

Image credit: Ylanite Koppens via Pexels

Social norms have changed significantly in modern times – tolerance towards diversity is increasing, marriages are becoming more flexible, and birth rates are declining. These and other factors have reshaped traditional perceptions and stereotypes that prevailed for decades. Despite these changes, the human desire for love remains unchanged – 38%[i] globally admit that they are missing romantic love. Love will always be at the centre of our lives, and it is important for brands to understand how it manifests itself today in order to create products and communication relevant for their consumers.

 

Relationship Challenges

Urbanisation and technology have created a fast-paced lifestyle that affects both the amount of time we have for relationships and how we build them. Moreover, technology has become an integral part of our lives, often replacing direct communication with virtual interactions, as many people do not feel confident forming relationships in person. For example, in 2023, 28%[ii] of Europeans used dating apps at least once.

However, while 90%[iii] of gen z (born between 1997 and 2010) want to find love, more than half of the dating app users have never gathered the courage to meet in real life. Relationships often remain in the digital space because people struggle to read "digital body language" and interpret behavioral signals. Psychologists have even identified a specific stage of relationships called the “talking stage.”

To encourage people to form in-person relationships, the global cosmetics brand e.l.f. partnered with the dating app Tinder to create a campaign that motivated users to take the first step – going on a date. The brand launched a special makeup line, Date Night Makeup Essentials, to help people feel more confident and inspired to meet in real life.

 

The New Romance

Online Nation has highlighted a recent trend – gen z is starting to reduce their use of dating apps, preferring in-person dating opportunities. This shift may be linked to the rise of artificial intelligence and concerns about authenticity, as well as a growing desire to experience real romance.

Additionally, the romance genre is experiencing rapid growth – the popularity of TikTok hashtags like #BookTok, #Romantasy, and #SpicyBookTok is driving an increase in sales of romantic and erotic literature. In the U.S., sales of books in this genre nearly doubled from 2020 to 2023[iv]. In response to this demand, bookstores dedicated to romance are opening, and ByteDance (TikTok’s parent company) plans to publish some of the most popular romance books this year.

Responding to gen z’s demand for romance and the fact that this generation has 1,000 fewer hours of in-person time per year compared to previous generations[v], the dating app Hinge launched the campaign "No Ordinary Love."  In collaboration with well-known authors, various romantic stories were created, inspired by real people's life experiences. These stories were available both in print at kiosks and online, ensuring broad accessibility. Additionally, by scanning a QR code on posters placed in public spaces, readers could access the stories digitally.  The brand provided an opportunity for people to believe in the magic of romance, encouraging them to share their own love stories.

 

Alternative Relationships

Traditional family structures are losing their former relevance, and people are seeking new ways to define intimacy and connection. New relationship models are emerging that go beyond conventional romantic partnerships. There is a growing awareness of the value of social connections for well-being, and with the rising cost of living, many are choosing to live together for practical reasons, regardless of romantic involvement.

Gen z has introduced a new type of relationship known as a "situationship," which exists in the gray area between friendship and serious romantic commitment. According to the Cambridge Dictionary, a situationship is a romantic relationship between two people who do not yet consider themselves a couple but share something deeper than friendship. These relationships fulfill the need for both intimacy and companionship while eliminating expectations of long-term commitment. They break free from the traditional relationship cycle that typically leads to engagement and marriage.

In 2023, Netflix released the reality show "Situationships," following a group of young people embracing this type of relationship. The show brought attention to this phenomenon and sparked discussions around it. By 2024, the term reached peak popularity on Google Search, highlighting its global relevance across ethnicities, genders, and sexual orientations.

Meanwhile, the growing issue of loneliness, both globally and locally, is driving the development of various AI-based solutions.  According to an Institute for Family Studies (IFS)/YouGov survey, one-quarter of American young adults believe that AI can replace real-life romance with other humans.

This concept was depicted in director Spike Jonze’s 2013 film "Her," which, at the time, portrayed the future—specifically, the year 2025. The film’s protagonist, Theodore, buys a revolutionary AI-powered operating system named Samantha after going through a divorce. Over time, Theodore falls in love with Samantha, despite the fact that she is merely software.

The development of modern technology proves that such products and relationships have become a reality. One of the most well-known examples is Replika – an AI companion that positions itself as a "always-present friend" who listens and provides support. Users are given the option to choose the type of relationship they want—whether it's just a friend, a romantic partner, or a mentor. Replika currently boasts over 30 million users, and the hashtag #Replika on the TikTok platform has garnered more than 110 million views.

Current trends in relationship-building suggest that brands must adapt to the constantly evolving social changes. To create a stronger connection with consumers, it is essential to offer solutions that support and respect various types of relationships, not just traditional romantic ones. Furthermore, consumers expect brands to provide not only relevant products but also stories and values that align with their lifestyle and worldview, creating opportunities for identification and a sense of being addressed.

 

Embracing the Future of Love and Connection

Modern relationships are evolving rapidly, shaped by technology, shifting social norms, and new ways of defining intimacy. While the desire for love remains universal, how people experience and express it is changing. For brands, this presents both a challenge and an opportunity—those that understand the nuances of modern relationships will be better positioned to connect with consumers in meaningful ways.

Whether it’s fostering confidence in real-life connections, responding to the growing demand for romance, or acknowledging alternative relationship models, brands that align with these shifts will remain culturally relevant. By crafting authentic narratives, developing products that enhance relationships, and creating campaigns that resonate with consumers’ evolving needs, brands can play a vital role in shaping the future of love and connection.


[i] Ipsos

[ii] Foresight Factory

[iii] Contagious

[iv] Circana Bookscan

[v] Contagious

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