Alternative Relationships
Traditional family structures are losing their former relevance, and people are seeking new ways to define intimacy and connection. New relationship models are emerging that go beyond conventional romantic partnerships. There is a growing awareness of the value of social connections for well-being, and with the rising cost of living, many are choosing to live together for practical reasons, regardless of romantic involvement.
Gen Z has introduced a new type of relationship known as a "situationship," which exists in the gray area between friendship and serious romantic commitment. According to the Cambridge Dictionary, a situationship is a romantic relationship between two people who do not yet consider themselves a couple but share something deeper than friendship. These relationships fulfill the need for both intimacy and companionship while eliminating expectations of long-term commitment. They break free from the traditional relationship cycle that typically leads to engagement and marriage.
In 2023, Netflix released the reality show "Situationships," following a group of young people embracing this type of relationship. The show brought attention to this phenomenon and sparked discussions around it. By 2024, the term reached peak popularity on Google Search, highlighting its global relevance across ethnicities, genders, and sexual orientations.
Meanwhile, the growing issue of loneliness, both globally and locally, is driving the development of various AI-based solutions. According to an Institute for Family Studies (IFS)/YouGov survey, one-quarter of American young adults believe that AI can replace real-life romance with other humans.
This concept was depicted in director Spike Jonze’s 2013 film "Her," which, at the time, portrayed the future—specifically, the year 2025. The film’s protagonist, Theodore, buys a revolutionary AI-powered operating system named Samantha after going through a divorce. Over time, Theodore falls in love with Samantha, despite the fact that she is merely software.
The development of modern technology proves that such products and relationships have become a reality. One of the most well-known examples is Replika – an AI companion that positions itself as a "always-present friend" who listens and provides support. Users are given the option to choose the type of relationship they want—whether it's just a friend, a romantic partner, or a mentor. Replika currently boasts over 30 million users, and the hashtag #Replika on the TikTok platform has garnered more than 110 million views.
Current trends in relationship-building suggest that brands must adapt to the constantly evolving social changes. To create a stronger connection with consumers, it is essential to offer solutions that support and respect various types of relationships, not just traditional romantic ones. Furthermore, consumers expect brands to provide not only relevant products but also stories and values that align with their lifestyle and worldview, creating opportunities for identification and a sense of being addressed.
Embracing the Future of Love and Connection
Modern relationships are evolving rapidly, shaped by technology, shifting social norms, and new ways of defining intimacy. While the desire for love remains universal, how people experience and express it is changing. For brands, this presents both a challenge and an opportunity—those that understand the nuances of modern relationships will be better positioned to connect with consumers in meaningful ways.
Whether it’s fostering confidence in real-life connections, responding to the growing demand for romance, or acknowledging alternative relationship models, brands that align with these shifts will remain culturally relevant. By crafting authentic narratives, developing products that enhance relationships, and creating campaigns that resonate with consumers’ evolving needs, brands can play a vital role in shaping the future of love and connection.
[i] Ipsos
[ii] Foresight Factory
[iii] Contagious
[iv] Circana Bookscan
[v] Contagious
