MACROTRENDS

FALL / WINTER 2015

The One

To get consumers to fall in love with a brand and stay committed, marketers should take an approach similar to that one would take with a romantic partner.

The (DIS)Connect

FALL / WINTER 2015

Digital tools and communications are adding a new layer of complexity to the way young people connect with, attract, and form romantic relationships.

Modern Love

FALL / WINTER 2015

An overview of what romance looks like today, from relationship markers to displays of affection.

By Date

Marketing Tips

FALL / WINTER 2015

Use the following directives and examples as guidelines for applying the overarching concept of love to inspire and engage global youth.

Show Me Love

FALL / WINTER 2015

Young people are prioritizing their relationships with themselves and expect brands to reflect this as an essential form of love.

The New Friend Zone

FALL / WINTER 2015

“Coupling up” no longer means “settling down”; friends are playing active roles in each other’s lives regardless of their relationship status.

Break It UP

FALL / WINTER 2015

Calling it quits in a serious relationship is always difficult, but young people are starting to see it less as an ending and more as a beginning.

Money Talks

FALL / WINTER 2015

Young adults work to maintain financial identities and habits as individuals in relationships and strive to be transparent about money with their partners.

Brand We

FALL / WINTER 2015

As young people's mindset surrounding marriage evolves, so too are the ways in which they approach weddings.

The Sexual Mehvolution

FALL / WINTER 2015

Young people around the world are avid consumers of sexual content, but many aren't making the act itself a top priority.

(Gender) Role Playing

FALL / WINTER 2015

Around the world, less restrictive gender roles are giving rise to new romantic and sexual freedoms among youth—but with new freedoms come new anxieties.

Pairing Off

FALL / WINTER 2015

Young people are looking to digital tools to connect them with romantic partners in the real world rather than online.

Dual Intentions

FALL / WINTER 2015

Young people are finding new benefits to dating, causing them to view it both as an engaging game and an important conduit for life experiences.

Relationship Goals

FALL / WINTER 2015

The open-minded, progressive outlook of today’s youth has provided them with a more nuanced view of what an aspirational romantic relationship can look like.