What Do Brands Need to Know About the Anatomy of Modern Relationships?
February 13, 2025
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.
