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

FALL 2012 CHAN

Communal Dining •  Casual ambiance for solo and social diners •  Deep seated human need for community •  New etiquette of dining and socializing

FALL 2012 CHAN

Meet-up Services

FALL 2012 CHAN

Singles Parties

•  Urban Girl Squad: “Friend of a Friend” Singles Party •  Pheromone Parties: “Sniff” your way to a partner

FALL 2012 CHAN

Algorithms •  Limitations to the data-driven approach •  Nerve.com: Algorithm free dating site

FALL 2012 CHAN

2 Subculture

FALL 2012 CHAN

Christian Singles Yogis

Christian Singles

FALL 2012 CHAN

Yogis

FALL 2012 CHAN

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