奥美：2026重要他人：Z世代社交结构变迁下的品牌联结策略研究报告（英文版）（21页）.pdf

1、How Brands Can Connect with Gen Zs Shifting Social StructuresSignificant OthersSources:NY Post,Survey Center on American Life 46%of Gen Z are single vs.28%of Millennials56%of Gen Z experienced a romantic relationship in their teens vs.78%of Boomers,showing this isnt a life stage effectITS EASIER THA

2、N EVER TO MEET SOMEONE.YET,GEN Z IS THE MOST SINGLE GENERATION EVER.SOCIETY IS TREATING THIS LIKE ITS A BIG PROBLEM.Sources:The Washington Post,The Economist,NBC News,Fortune,Tinx and Professor Scott Galloway on TikTok,The New York TimesTikTok has been inundated with“dating experts,”from entrepreneu

3、r and professor Scott Galloway,to influencer Tinx,to anyone who is willing to share their dating horror stories with the entire internet.Recent socio-political movements look to incentivize marriage and families with baby bonuses and increased investment in fertility technology.Online think pieces o

4、n how to fix dating and solve declining marriage rates have multiplied exponentially.SOME BRANDS ARE BANKING ON“ENDING LONELINESS”TO BOOST THEIR BOTTOM LINE.BUT THIS BET IS HURTING THEIR BUSINESS.Bumbles rebrand to relate to“a community frustrated by modern dating”marked a departure from the women-f

5、irst dating model it was known for.The brand received significant backlash for its provocative OOH campaign and new option for men to message first in opposite-sex matches.Bumbles misguided attempt to address singleness made its audience feel judged for choosing to date less.Revenue Growth Outlook D

6、ropped8-11%1-2%Stock Price Dropped70%YoYSources:Marketing Brew,YouGovNEWCOMERS WHO TRY TO PLUG HOLES IN RELATIONSHIP PROBLEMS WITH TECHNOLOGY ARE MET WITH OUTRAGE.The AI start-up recently spent$1 million to buy out the NYC subway system,hoping to reach lonely New Yorkers with their$129 wearable AI p