Relationship Renaissance: Consumers want new intimacy forms

Brands can help consumers in finding points for connection.

Consumers are now seeking new forms of intimacy and connections to improve their mental and physical health after years of establishing relationships virtually, according to a report by Mintel.

In a survey, Mintel found that 66% of Brazial consumers spend time with someone they like to cope with stress, whilst 39% of Chinese customers want to make new connections with others through hobbies or clubs.

Brands will play a crucial role in catering to this trend as they helped in creating self-care products that build a cocoon of comfort for users, Mintel said.

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“Now, brands are being challenged to pull people out of the self-care cocoon and back into the social world to improve personal health,” it said.

“ Consumers don’t just want to be cared for; they want to care for others too, as demonstrated by the increase in the number of pets and plants in the household. Some brands will help consumers find points of connection,” it added.

One of the brands that addressed this trend is the Chinese fragrance brand Documents which opened a community-based store in Shanghai where consumers can read themed books for free at the store.

Tokyo-based Tomodachi ga Yatteru Cafe’s staff pretend they know every customer to make them feel like long-time friends.