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FuturistU > Consumers > Consumer Behavior > Module 4 / 5

Consumers and Social Circles

Instructor: Shelby Walsh
Travel
Download the Travel Trend Report
Technology has had an overwhelming impact on social relationship trends. Algorithms, AI and our mobile devices have forever changed the way we connect with one another when it comes to our friendships, romantic partnerships, and our families. This module will decode what these shifts mean for marketers and innovators.

Brands today need to create impactful shared experiences for different groups, allowing consumers to foster more meaningful relationships with the brands they purchase from and amongst themselves as well. This module explores themes of tribalism identified in Trend Hunter's database such as "Family Branding" and "Hyper-Personalized Matchmaking" to keep brands on the cutting edge of consumer connection and messaging.
Related Trend Report: Travel
Workshop Questions:
1. How could your brand foster more meaningful relationships amongst your advocates?
2. How can you create more impactful shared experiences for your brand's tribe?
Jeremy Gutsche Keynote Speaker

Featured Insights

Hyper-Personalized Matchmaking
Algorithms and AI technology guide users to their best match
Implications - While the proliferation of platforms like Tinder has contributed to more convenient, fast-paced methods of finding love, consumers are craving more, and as a result, personalized methods are emerging. From AI algorithms to DNA testing techniques, these solutions give users the chance to customize their matchmaking process, ensuring the results are more tailored to their individual, inherent needs. Showcasing the type of effort and lengths consumers are going to find their match, these examples also reflect a growing desire for customization in every single facet of their life.
Workshop Question - How could you potentially hyper-personalize your product or service offerings to create a more memorable experience for your consumer?
3.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Swipe Expansion
Dating apps expand their reach into other aspects of consumers' lives
Implications - With the popularity of dating apps at a peak, these platforms are expanding their reach by offering services other than those strictly related to dating. Tapping into consumers' ever-increasing openness to meeting new people online for recreational purposes, big players in the space are rolling out features to help consumers make friends, network professionally, and more.
Workshop Question - How can your company tap into technology to make your consumers' lives easier?
4.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends

Insights by Trend Hunter AI

Metaverse Dating
Dating apps are establishing themselves within the VR metaverse
Trend - Dating apps are transforming their platforms to accommodate virtual reality users in the metaverse. Companies are letting users attach their metaverse avatars to their profiles for a new VR-based iteration of dating.
Workshop Question - How is your company adapting to the metaverse?
8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Authentic Dating
Dating apps offer voice and video features to better represent users
Trend - The convenience of dating apps has long come with the downside of not being able to sense chemistry until a meetup is arranged. Some dating apps are aiming to increase the chances of people connecting in-person by offering video and voice features that help users get to know one another better.
Workshop Question - How is your brand prioritizing authentic connections between or among its customers?
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Streamlined Date
Dating apps eliminate or streamline communication features for better connections
Trend - As dating apps gain more criticism for issues like facilitating shallow interactions between users, brands are aiming to streamline these apps even further by eliminating certain communication features in favor of ones that aim to foster a deeper connection.
Workshop Question - How is your brand prioritizing meaningful connections for its customers?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Generation Dating
Dating apps aim to cater to older Gen Zs with branding and new features
Trend - The modern day dating app began as a tool for (mostly) Millennials to meet people, and they're now evolving to better suit the digital habits of Gen Zs who are 18+. Everything from humor-based functions to video-dating in the style of Tik Tok is now catering to this younger demographic.
Workshop Question - How could your brand better appeal to Gen Z lifestyles and preferences?
5.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Dating Safety
Dating apps prioritize safety features that enhance trust among users
Trend - Dating apps are increasingly prioritizing safety features to protect users from potentially dangerous or uncomfortable situations. These include everything from in-app panic buttons to safety moderators.
Workshop Question - How could your brand better prioritze customer safety?
3.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Dating Coach
Digital coaching for people who use dating apps is on the rise
Trend - Dating apps can be difficult for people to navigate, and coaches in this space (both human and digital) are helping people through the process with either one-on-one coaching, or with advice columns connected to these apps.
Workshop Question - How is your brand offering solutions to emerging consumer concerns?
4.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Dating Challenge
Dating app developers are setting challenges to enhance user experience
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.
Workshop Question - How can your brand better engage consumers through challenges?
3.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Dating Wellness
Brands offer beneficial services relating to dating
Trend - Brands are addressing the pressures and effort of dating by offering wellness-related solutions that give people more confidence in their dating abilities. Services include how-to guides and dating wellness workshops.
Workshop Question - How is your brand enhancing customer experiences?
4.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Cash-Awarding Fitness
Fitness apps are now paying customers to exercise while using their apps
Trend - Brands are launching fitness apps that offer cash rewards for achieving fitness milestones. The activities range from walking to live-streamed fitness and encourage consumers to meet their goals for tangible rewards.
Workshop Question - How can your brand leverage rewards to incentivize consumers?
4.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends