What Brands Can Learn About Ys From Pedestrian’s Love In The Time Of COVID Survey
Youth publisher Pedestrian Group has released the findings of its love in lockdown survey – a network-wide reader survey created to get the low-down on how COVID-19 has impacted the love, sex and dating lives of Millenials.
The survey collected data from just under 7,000 respondents across all six Pedestrian Group
sites (Pedestrian.TV, Business Insider, POPSUGAR, Gizmodo, Kotaku and Lifehacker) with nearly three quarters falling in the 18-34-year-old demographic.
There were plenty of interesting findings and key takeaways, such as the fact singles have actually been more hard done by from COVID than couples.
A significant 66 per cent of all single respondents say they’re feeling more lonely than usual as a result of COVID-19, while 54 per cent of coupled-up respondents say they’re more in love with their partner now than they were pre-pandemic.
And, 50 per cent of all single respondents said they’ve stopped dating during COVID-19, and the
reasons why have far more to do with their mental health than any physical restrictions (51 per cent of singles say they’re not in the right emotional and mental headspace to date right now).
Interestingly, 40 per cent of couples are arguing about being too busy for ‘quality time’, even though they are
spending more time together than ever before. Not to mention the majority are also having sex less frequently than they did before COVID-19.
On what was the most surprising or interesting takeaways from the survey, Pedestrian publisher Vanessa Lawrence said it was the real difference in impact COVID had on single young Aussies versus those who were in a relationship.
She told B&T: “For us and probably for the market is this perception that couples have fared worse throughout COVID and lockdown. What we found however is the opposite is true. Couples are feeling more loved than ever before – they’re thriving. It’s actually singles that are on the down and out.
“One of the key findings for us was that 66 per cent of singles are saying and more lonely now than they were before COVID started. That contrasts pretty significantly to the couple’s data we got where couples are saying that they’re more loved up, they have more respect for their partner, and they’re communicating better than before, so that’s a pretty rosy outlook. And, 93 per cent said they’re grateful to have had a partner to navigate COVID with.”
How can brands tap into this sentiment? Pedestrian commercial director Rachel Tikey said there are a few ways.
“From a singles point of view, brands can be helping them with their mental health, getting back out there and getting into a better place, so that they feel confident to date. And then from a couples point of view, it’s about tapping into how to create quality time.”
Lawrence added: “Although we found that couples have had a pretty rosy outlook amid COVID, obviously no relationship is immune to issues, so we looked at the most common cause of arguments between couples.
“There were the usual suspects like money and not doing enough around the house, but the second most common reason for fighting between couples was actually over a lack of quality time, which is really interesting because needless to say we’re all spending more time together than ever.
“What we found, however, is quantity doesn’t equal quality, so this provides a pretty unique opportunity for marketers and brands to leverage that and give couples the quality time they’re craving.”
Another interesting finding from the survey was how singles are dating during COVID, with most using an app to meet new partners and not just a casual fling.
There was once a stigma around using apps for finding a partner, but Pedestrian’s research found Millenials are now using apps to find serious partnerships.
Tikey said: “The research debunked that myth, with three in five respondents actually having met their partner on Tinder. We also found 43 per cent are using apps in the first place to find a partner, which we found really interesting.”
The three key takeaways for brands
- Quality over quantity: Coupled-up Aussies are spending more time together than ever before, but that’s not translating into time well spent. The opportunity here is to help bring couples who are feeling the distance closer together with experiences/products/ideas that will help keep the love alive.
- Money for hunny: Regardless of gender, sexual orientation or relationship status, young Aussies are willing to drop a considerable amount of money on date night and gifts for their significant other. Brands need to be presenting this demo with the experience/products worthy of time/money and let their wallets take care of the rest
- Self-care, sweetie: The pandemic has kicked the crap out of single young Aussies’ desire to date, weighing heavily on their mental health and ability to think of anything beyond surviving 2020. Here, brands have an opportunity to help get them out of their self-imposed dating and sex rut, encouraging them to regain their confidence through self-care and getting back out there.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.