future of dating
DESCRIPTION
By Patrina ChanTRANSCRIPT
THE FUTURE OF DATING
FOR URBAN MILLENIALS
FALL 2012 PATRINA CHAN, EMILY LO
FALL 2012 CHAN
3 Forces
Economics Technology Social Shifts
Economics
• Critical issue: Job/Unemployment • 1/8 Americans moved back in with parents after recession • More prepared to adapt and are more flexible • Going to college more, full-time and not part time • College degree is the best defense against a recession
FALL 2012 CHAN
MILLENIAL
GEN X
BOOMER
MILLENIAL
GEN X
BOOMER
31%
46%
52%
88%
76%
46%
SOURCE: PEW RESEARCH CENTER
Earn enough now!
Will earn enough in the future!
Dissatisfaction and Youthful Optimism!
Technology • Major efficiencies in communication, workflow and processing • Life events flow through technical communication channels • Sharing information immediately and obviously
FALL 2012 CHAN
• Grown up being comfortable with virtual relationships • Shift in privacy attitudes: figuring out how to balance what is virtual and
what is real
Social Shifts • Delay in marriage • Higher education, higher standards • Greater acceptance of interracial relationships • All about the network
FALL 2012 CHAN
FALL 2012 CHAN
Confident. Connected. Open to change. Urban Millennials are…
Hypothesis:
The future of dating for Urban Millennials is mobile. Dating is one of the few applications of technology that requires an in-person meeting for success.
FALL 2012 CHAN
4 Trends
Communal Dining Meet-up Services Singles Parties Algorithms
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Communal Dining • Casual ambiance for solo and social diners • Deep seated human need for community • New etiquette of dining and socializing
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Meet-up Services
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Singles Parties
• Urban Girl Squad: “Friend of a Friend” Singles Party • Pheromone Parties: “Sniff” your way to a partner
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Algorithms • Limitations to the data-driven approach • Nerve.com: Algorithm free dating site
FALL 2012 CHAN
2 Subculture
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Christian Singles Yogis
Christian Singles
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Yogis
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Client Profile FALL 2012 CHAN
• Ambitious growth plans: 3,000 new stores in Americas by 2017 • China will be Starbuck’s second-largest market • Will double global channel development • Bought tea company Teavana, which will supplement existing Tazo brand
Trend Actions Update the Verismo
FALL 2012 CHAN
1
Build future Starbucks coffee houses around communities 2