By Patrina Chan

1. THE FUTURE OF DATING
FOR URBAN MILLENIALS
FALL 2012
PATRINA CHAN, EMILY LO

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CHAN
3
Forces
Economics
Technology
Social Shifts

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Economics
Dissatisfaction and Youthful Optimism!
SOURCE: PEW RESEARCH CENTER
Earn enough now! MILLENIAL
31%
GEN X
46%
BOOMER
52%
Will earn enough in the 88%
MILLENIAL
future!
GEN X
76%
BOOMER
46%
• 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

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Technology
• Major efficiencies in communication, workflow and processing
• Life events flow through technical communication channels
• Sharing information immediately and obviously
• Grown up being comfortable with virtual relationships
• Shift in privacy attitudes: figuring out how to balance what is virtual and
what is real

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Social Shifts
• Delay in marriage
• Higher education, higher standards
• Greater acceptance of interracial relationships
• All about the network

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Urban Millennials are…
Confident. Connected. Open to change.

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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.

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4
Trends
Communal Dining
Meet-up Services
Singles Parties
Algorithms

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

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Meet-up Services

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

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

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2
Subculture
Christian Singles
Yogis

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Christian Singles

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Yogis

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Client Profile
• 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

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Trend Actions
1
Update the Verismo
2
Build future Starbucks coffee houses around communities