Home and Relationships

Research has found that consumers are more likely to opt for lower-quality experiences if it means they can spend time with family or friends. With feelings of loneliness spreading, the findings have implications for how brands can better cater to consumer desires and help people connect.

A study has found that casual language is becoming more common in the office as Gen Zers look for ways to connect, bond, and show their personalities. It comes as younger generations are challenging long-standing workplace conventions and redefining what it means to be a young working professional.

Put off by curated feeds, social media users are posting less and turning to group chats and 'dark socials' for deeper online connections with like-minded people and niche communities. Platforms can embrace this shift by leaning into the organic metamorphosis of these online spaces.

La-Z-Boy has unveiled an AI-powered ‘decliner’ chair as part of a campaign inviting audiences to clear their social calendars to embrace their inner homebody. As the cost of living crisis is imploring some to cut back on socializing, appealing to coziness may be a way to empathize with consumers.

Budweiser Canada has launched a friendship-focused campaign, asking men to consider what life would be like without their friends. Given that many adult men admit they struggle to maintain relationships with their buddies, the campaign aims to remind them of the power of friendship.

A survey has found that Gen Zers and Yers are losing friends over their spending habits, eschewing the development of personal relationships for financial reasons. The cost of living crisis is exacerbating loneliness among young people – one of potentially several unforeseen social consequences.

Ecover has released a range of household cleaning products made from food waste – offering a clean conscience, as well as a clean house. As people expect the products they use to be sustainable from the inside out, brands are having to reconsider how they approach product innovation.

Making its debut with the Live Better campaign, consumer electronics brand Nu is targeting Gen Yers who are now driving the bulk of real estate demand in India. As more young homeowners look to upgrade their living spaces, they’re seeking out affordable luxuries that can last a lifetime.

Attempting to reflect sentiment around online dating and emotional maturity, Match has launched a campaign in hopes of bringing the fun and excitement back to dating. Amid increased dating burnout, the campaign is encouraging more mature approaches to love and relationships.

Research from the dating app Hinge has found that most daters are looking for shared senses of humour and are using memes as a barometer. As people look for more meaningful connections via focused dating apps, this data highlights how compatibility can be shaped by our social and digital lives.

Tinder's Future of Dating report has revealed that Gen Zers are prioritising authenticity and emotional intelligence in their dating lives, with qualities such as loyalty and communication trumping looks. It highlights how young people are ditching dating games in favour of authentic connections.

Data reveals that younger generations are increasingly concerned about how rising costs will impact their future. With financial restrictions limiting their interest in and ability to start a family or buy a home, Gens Y and Z are turning to brands for targeted support to plan their futures.

Tangible is a construction decarbonization tool that allows people and real estate developers to find low-carbon building options. As people seek to align their climate values to their homes, there is an opportunity for brands to bring disruption to the unsustainable construction sector.

Depression rates have hit record levels among Americans, with under-30s and women among the most vulnerable groups. As the country faces a significant mental health crisis, brands have the opportunity to offer support focusing on emotional wellbeing and much-needed community care.

Record-high search volumes for how to meet and make friends reflect the continuing loneliness epidemic in the US. As Gens Z and Y struggle to form meaningful connections, brands can combat loneliness by fostering authentic relationships and using technology to support human interaction.

Mealworm nutrition supplier Ÿnsect has rolled out its new pet food ingredients brand Sprÿng, made using mealworms. Claiming to be both nutritious and sustainable, the rollout provides options for environmentally friendly pet owners and nods to a different approach to food and supply methods.

IKEA has launched a campaign that sees its products portrayed as supporting characters in a larger tale of family love. Taking an emotional approach, the brand humbly takes the backseat and rather than focusing on products, highlights the irreplaceable bond between children and their parents.

Gen Zers are soft-launching their romantic relationships, posting subtle hints of their significant others on social media. The movement is indicative of a wider shift towards using social media in a way that seems much more effortless as people look to adopt a perpetually aloof persona online.

Research has found that Asian Americans report that they have hidden parts of their culture due to a fear of judgment and discrimination. As people look to reconnect with their heritage, the survey demonstrates the need for change to allow them to express themselves without fear of discrimination.

Demand for luxury housing is booming in India thanks to the rise of an upper-middle class who are drawn to homes that help them achieve aspirational lifestyles. Emphasising bespoke and values-driven wellness, these premium living spaces reflect evolving notions of luxury among Indian HNWIs.

Olipop offers customers healthier alternatives in the soda space, with functional options that are good for the mind and the body. Collaborating with Camila Cabello to show how eating and drinking with family is better, Olipop appeals to the demand for holistic products that are tasty and healthy.

Research shows that developments in property market technology – or 'proptech' – have created an imbalance in the US housing market that disproportionally impacts tenants. While tech advances are often welcomed by businesses, there are opportunities to mitigate the negative effects felt by consumers.

Poll data shows that Britons want topics such as gender identity to be taught in schools. With sex education still a contentious issue in many communities, there's a growing desire for more knowledge about sex and gender to be shared in schools to cultivate openness around these topics.

The combination of the lingering effects of the pandemic, climate change worries, and the economic downturn is changing people's attitudes towards death. Off the back of the permacrisis, people are looking for budget-friendly and eco-friendly alternatives to honour their death.

In efforts to better support vulnerable women who are needing affordable and safe housing options, Women’s Pioneer Housing is redeveloping a tower block for women. This initiative aims to provide a first-of-its-kind solution to tackle the gender pay gap and provide female independence.

People in India are increasingly opting for eco-friendly mud houses that are cheaper and allow them to feel closer to nature. As people look to form stronger connections with the outdoors and national culture, as well as practice natural stewardship, they're looking for alternative living solutions.

Oscar-nominated director Darius Marder has made a short film based on TENA's research, illuminating that many who care for loved ones don't identify as carers – often causing them to feel lonely and lost. An ageing society is changing life trajectories, redefining what it means to get older.

Pearº is a near-field communication ring that indicates to others that the wearer is looking for love and is open to being approached. The company aims to address dating app fatigue that plagues modern daters – but there's still more to do to protect them from harassment and unsolicited approaches.

Love Better, a campaign from the New Zealand government, is shining a light on the struggles teens are facing when it comes to relationships. Featuring real stories, the initiative uses authenticity and empathy as part of a broader effort to support mental health in young generations.

Recent years have seen a steep decline in marriage and births in China, with many challenging the government's desire to boost these rates. In that vein, the government has launched a state-sponsored dating app, sparking mixed reactions and debate on the reach of the state into private life.

CerHom has joined TBWA\Paris to crack down on unsolicited pictures on dating apps and raise cancer awareness. As safety concerns create dating app fatigue and men put their health at risk by continuing to avoid seeking medical help, this ad playfully addresses two pressing issues.

Young Americans are moving in with their partners at an alarming rate in an attempt to avoid 'singles tax'. However, the pressures this puts on some relationships are causing some regret, highlighting how the cost of living crisis is affecting people's lived experiences at home.

Hull Truck Theatre’s play Mumsy received critical acclaim for its sensitive handling of the cost of living crisis. Centred around three generations of mothers living under the same roof, the play puts a spotlight on the non-traditional family dynamics birthed by economic hardship.

Wist is giving people the opportunity to relive their most cherished memories through AR technology. The immersive app leverages the familiarity of the past to counter the anxiety sparked by an uncertain future and entice those who remain unconvinced about the potential of the metaverse.

Forget the climbing gym: more and more Australians are installing custom rock walls in their homes. While this may be an extreme manifestation of the sport’s growing popularity in the country, it also reveals what Gen Y and Z look for in their ideal home – a personalised recreational paradise.

Working alongside Clear Channel, M&C Saatchi released a Mother’s Day campaign that highlighted the devastating effects of knife crime. Using an AI system that recognises sirens on the way to major trauma hospitals, the ad featured real text exchanges between worried mothers and their sons.