As the world celebrates Valentine’s Day, there’s an elephant in the room: the loneliness epidemic. We may live in a hyper-connected world, but 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.
In our Trending 2025 report, we explored how relationships are being redefined in an age of disconnection, and what it means for brands. Read an excerpt below or download the report preview now.
Relationships for sale
Rather than resigning themselves to isolation, many consumers are actively seeking ways to nurture existing bonds and forge new ones, even via unconventional means.
This is leading to the commercialization and professionalization of relationship-building. AI companions can now step in to replicate human relationships, while metaverse experiences offer opportunities for immersive intimacy.
In everyday life, we see the rise of boutique gyms and leisure experiences designed to bring people together – whether for romantic or platonic purposes. Even family dynamics are changing: some parents are going as far as paying their children to be full-time, stay-at-home dependents, while couples are turning to Slack and similar tools to manage and maintain their relationships.
Data evidence
51% of consumers globally say they would be interested in an AI friend for companionship
Commercial examples
Date Like Goblins
In July 2024, Date Like Goblins, an app that allows users to find potential matches through gaming, launched via Kickstarter. All users need to do is set up a profile which involves answering prompts to make their interests known. Once they’ve completed this, they can search through other profiles to find a potential match. But rather than message each other, the users book some time via each other’s calendars for a gaming session.
Heineken Laundromat
In April 2024, Heineken launched the “LaundroMatch” campaign, turning select 24/7 laundromats in South Korea into social hubs to watch UEFA Champions League matches. Due to time zones the European teams play in the middle of the night in South Korea, so it can be hard to find open venues broadcasting the matches. Fans were able to scan time-sensitive QR codes at certain locations of WashEnjoy, one of the country’s largest laundromat franchises, to gain 30-day streaming access to SPOTV in time for the quarter- and semi-final soccer matches. LaundroMatch kicked off with a 500-person event at WashEnjoy’s flagship Electrolux Laundry Park in Seoul, where Heineken offered beer tastings in a faux sports stadium.
Action for brands:
Balance self-care with social connection. Consumers are navigating the balance between seeking meaningful relationships and maintaining personal wellbeing. Explore how to address this dual need with solutions that support individual wellness and social engagement. Develop offerings that help consumers protect their boundaries while still nurturing their connections with others, ensuring they can thrive both independently and within their relationships.
These insights are from our Trending 2025 report: The Era of Initiative. For more data, commercial examples and strategic actions for brands, download the report preview now.
