You’re in a Marketing Situationship: This Is How To Adapt to Non-Committal Consumers
In recent years, the term "situationship" has become increasingly popular to describe a romantic relationship that is not defined or exclusive. Even if it sounds like the hook for a hookup comedy, in reality it’s a broader generational shift away from more traditional relationship structures.
More than half of Millennials are not married, and less than a third live with a spouse and their own child – that’s significantly less than previous generations at a similar age (Pew Research, 2020). At the same time the vast majority of Generation Z do not want to get married (Indy100), with people approaching monogamy from a more personalized perspective and essentially customizing what the rules of a relationship look like to them.
According to Ph.D., sex therapist and author, Dr. Tammy Nelson: “Young people today are more independent, have their own lives, have their own jobs, their own sense of self.” (Indy100)
This trend reflects a growing desire among younger consumers for flexibility and freedom in their personal lives, which has important implications for brands looking to engage with this demographic. For a start this is a cohort of individuals that want to live a more customized life, rather than settling down early into steady familiarity like their parents and grandparents. This can be seen in, among other things, attitudes towards brand loyalty, with Alter Agents research finding that only 37% of GenZ define themselves as brand loyal, compared with 56% of boomers (Forbes). So how can brands build relationships with consumers in the age of situationships?
Here are some valuable insights to adapt content marketing for consumers who aren’t in the market for long-term commitment.
#1 Promote Experiences Over Material Possessions
Consumers in situationships may be more focused on experiences over material possessions since they are not tied down to a committed relationship. Brands that offer unique experiences such as events, classes, or travel packages may be particularly appealing to this demographic. By promoting experiences over material possessions, brands can better connect with consumers in situationships.
#2 Emphasize Flexibility and Freedom
Consumers in situationships may value their flexibility and freedom more than those in committed relationships. Brands that can showcase the benefits of being in a situationship, such as the ability to travel more or focus on personal goals, may be particularly effective in engaging this demographic.
#3 Use Influencer Marketing
Influencer marketing can be a powerful tool for brands looking to reach consumers in situationships. By partnering with influencers who are relatable and can share their own experiences in this type of relationship, brands can better connect with this growing demographic.
#4 Target Specific Demographics
Brands may benefit from targeting their content marketing to specific demographics within the situationship trend, such as younger consumers or those living in urban areas. By understanding the unique needs and desires of these groups, brands can better tailor their content marketing to effectively engage with them.
#5 Highlight the Benefits of Trying New Things
Consumers in situationships may be more open to trying new products or experiences since they are not tied down to a committed relationship. Brands can promote the benefits of trying new things, such as learning new skills or discovering new places, to better connect with this demographic.
#6 Use Relevant Social Media Platforms
Brands can use social media platforms that are popular among people in situationships, such as TikTok or Instagram, to reach their target audience. By using these platforms effectively, brands can increase their visibility and engagement with this growing demographic.
#7 Partner with Other Brands
Brands that appeal to consumers in situationships, such as dating apps or travel companies, may be effective partners for brands looking to engage with this demographic. By partnering with other relevant brands, brands can increase their reach and effectiveness in engaging consumers in situationships.
#8 Conduct Market Research
Finally, brands should conduct market research to better understand the needs and desires of consumers in situationships. By gaining insights into this growing trend, brands can better tailor their content marketing to effectively engage with this demographic.
Younger generations are redefining and personalizing their own norms for relationships, and this is reflected not only in romantic lives, but in the way young people perceive and engage with brands. For marketers this means recognizing that consumers are not necessarily looking to settle down for life with any brand, and understanding the need to adapt content marketing to better engage with this key demographic.
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