The search for love is a challenge almost as old as time. It’s been chronicled more intensively in literature and film than any other subject and, if you listen to the majority of conversations in bars and offices, our interest in analysing the intricacies of love is as strong as ever.
This year, our search for love has intensified: 95% of the 11,309 people questioned as part of The LoveGeist Report 2009 survey said they aspire to be in a long term relationship and love has risen up the priority list for many with 65% saying it is more important to them than it was a year ago.
But although the search for love is old, the love landscape that we are confronted with has changed beyond recognition.
People now turn to the internet to help them find love, as naturally as they do to manage any other aspect of their lives. The interesting aspect of this change isn't the technology story, or even the question of our relationship with technology. At match.com, the thing we're most fascinated by is people's attitudes towards love and the big change that we have seen over the last ten years is that people are increasingly determined to take control of their own romantic destiny. Fatalism used to be mistaken for romanticism: true love was not something you found, it was something that found you.
By 2009, the data suggests that romantic fatalism has gone the way of the chastity belt and the chaperone. We've realised that not only can we take charge of our own destinies, but it's right that we do. Love is a prize worth working for. The internet has played its part in driving this change by giving us the tools we need –since 2005, 6.5 million people in the UK have turned to match.com in their search for love - but I think the change is part of a wider trend. The age of deference is receding and we have found the courage to shrug off Cupid and Fate.
And that's lucky, because the challenge of finding love isn't getting any easier. Demographic studies suggest that the single population in this country is growing fast – according to reports, there will be 16 million singles in the UK by 2010, compared with 14 million in 2007.
The LoveGeist Report 2009 suggests we are getting more selective about our partners too. The natural corollary to the decline of romantic fatalism is a rise in our expectations. Over the past year, 52% of people questioned said that they had become fussier in what they look for in a partner. Some people might regard that as a worrying trend - that it suggests our expectations are becoming unrealistic. I don't believe that. When you examine what people actually say they're looking for, their expectations seem pretty reasonable to me: mutual values, personal drive and a shared sense of humour are what matter most to us.
Online is never going to be a replacement for meeting face to face, and we would never want it to be. But when you consider the things we say we're looking for, the internet is ideally suited to the search. Written exchanges between two people can reveal much more about ourselves than a chat in a pub and - as writers have known for hundreds of years - it can be an incredibly intimate medium. The internet has actually re-introduced us to the power of the written word. In that respect, perhaps the tools we use in our search for love aren't so new after all.
63% of Brits value “true love” more than ever and the Welsh are most romantic of all
The largest and most comprehensive study of contemporary love and dating in modern Britain commissioned by match.com has found that love and romance are increasingly important to the country’s single population. Two thirds (63%) say they are prioritising “true love” more now than they were one year ago and flings are out of fashion.
The LoveGeist Report 2009 has further identified a “reality gap” between romantic aspirations and the number of UK singles forecast to continue its rapid growth from 12 million to 16 million by 2011*. Whilst marriage rates have fallen to their lowest since records began**, the report indicates an increasing belief in long-term commitment, working hard to find the ‘right’ partner and sustaining relationships. In fact, 95% of singles surveyed say they are looking for long term love.
|
Romantic Belief Score | |
|
Wales |
67.10 |
|
East Midlands |
66.41 |
|
West Midlands |
66.38 |
|
Northern Ireland |
66.13 |
|
South East |
65.72 |
|
East |
65.28 |
|
North East |
65.10 |
|
South West |
65.05 |
|
Yorks & Humber |
64.93 |
|
North West |
64.87 |
|
Scotland |
64.45 |
|
Greater London |
63.25 |
Dr Monica Whitty, psychologist at Nottingham Trent University and report author explains; “A new cultural shift is afoot. The report suggests Britain is moving away from its throw away culture in favour of sustainable long term relationships and finding the right match. Over half of singles say they have become more fussy about who they date and 86% say they will work harder to fix problems in future relationships.”
These findings are among those in The LoveGeist Report 2009 commissioned by match.com, the site that helps millions of people find love and compiled by Dr Monica Whitty and Tom Buchanan, scientists from the universities of Nottingham Trent and Westminster respectively. The definitive annual study will track the UK’s changing attitudes to love and relationships and studied over 16,000 people, through a huge survey, trend analysis from match.com’s members, focus groups (single and married men and women), in-depth interviews and opinions from leading experts in psychology, relationships, dating and anthropology about our future of love.
The full LoveGeist Report 2009 is available online and features a fully-interactive UK map with a breakdown of the key findings by region and 34 major towns and cities: www.lovegeist.co.uk The headline findings of this year’s study include:
Welsh Are Most Romantic...
The LoveGeist Report 2009 used The Romantic Beliefs Scale originally developed by academics Sprecher and Metts, to measure levels of romance across the country and found a comfortable romantic belt around the UK’s middle. People in Wales are the most romantic, followed by the East Midlands, West Midlands and Northern Ireland, with the Scots and those in Greater Londoner trailing at the bottom.
Londoners maybe the least romantic, but they are the most pragmatic in love, with 66% of singles wanting to get married to cement a long term commitment (12% higher than the national average).
The Welsh are certainly the most romantic at heart, but when it comes to splashing the cash, single men in Swansea are the least likely to pay for a first date (62%). Lucky ladies in Middlesbrough will find the highest contingent of chivalrous men in the country with 100% saying they will open doors for their date and 93% will also pay for a first rendezvous.
The End of Fast Food Love...
Contrary to our ‘fast food’ throw away culture of late The LoveGeist Report 2009 has found not only are 86% prepared to work harder to solve issues in future relationships, but there’s a sense that love is not something that should be rushed. Getting to know someone properly is key. 68% said they need to know someone for a period of time before they fall in love and only one third felt they would be able to fall in love immediately, even if they met the right person.
Love is…What is love? is a question that has long perplexed scholars, writers and poets.
The LoveGeist Report 2009 found love in modern Britain runs deep and emotional satisfaction and personal development are important. Gone are the grand gestures in the name of love we’ve seen throughout history. Nearly nine in ten (86%) said they’d prefer a partner to show their love through considerate gestures rather than lavish gifts. Furthermore, 77% believe that falling in love means being with someone who helps to make them a better person. 68% reject the notion that love is a ‘thunderbolt’ saying that ‘true love’ grows over time and people want relationships that are selfless, helping them to be more confident, more challenged, more motivated and happier.
The One
Men proved significantly more romantic than women on the Romantics Beliefs Scale, so it’s perhaps not surprising that it is men who are more likely to believe in ‘the one’, a person out there who you have a deeper connection with above all others. Women are more pragmatic and believe ‘the one’ is about the right time and the right place. For singles of both sexes finding a long term relationship is a priority with the majority clear about exactly what and who they are looking for.
Jason Stockwood, managing director at match.com ,believes the recent surge in memberships to online dating sites reflects the increasing priority for long term relationships; “Dating sites allow you to be really specific about what and who you are looking for identifying potential deal breakers early. Sophisticated matchmaking technology facilitates really compatible matches based on expectations, values, likes and dislikes.”
PR 16/07
Britain’s drinks industry today announces a £100 million social marketing campaign aimed at encouraging more responsible drinking among young adults and shifting attitudes towards drunkenness.
This initiative represents the largest ever media spend on responsible drinking messages. Developed by over 45 companies as the Campaign for Smarter Drinking, it is launched in partnership with independent charity Drinkaware and the Government and is intended to run for 5 years.
The campaign will use outdoor advertising, signs, drink mats in pubs and bars, on-pack and point of sale displays in retailers to deliver its message under the strapline “why let good times go bad?”
It is designed to maximise the potential offered by the direct relationship drinks brands have with consumers.The campaign will not talk down to young adults or tell them what to do, which has been shown not to work. Instead it will emphasise the benefits of responsible enjoyment and offer practical tips such as reminders to drink water or soft drinks, eat food and plan to get home safely.
By both asking questions and reminding consumers about the importance of making smart choices, this campaign aims to shift the culture around alcohol by targeting those who drink to excess without punishing the majority of responsible drinkers.
Jonathan Neame, Chief Executive, Shepherd-Neame and signatory of Campaign for Smarter Drinking, said:
“For years people have asked what needs to be done to encourage a responsible drinking culture in Britain and reduce alcohol misuse among young adults. This initiative is part of the answer and the drinks industry is in a unique position to help deliver such a shift in our culture. In the end, we can only achieve change if people take responsibility for their own behaviour and this campaign will help them make informed choices.”
Andy Burnham and Alan Johnson have confirmed they will support the Campaign for Smarter Drinking in its launch year, with further support conditional on the results of an independent audit of the campaign’s funding and effectiveness, as well as a review of future funding commitments from the industry for Drinkaware.
Secretary of State for Health, Andy Burnham said:
“While the vast majority of people who drink enjoy alcohol in moderation, we’re facing a growing public health problem where people are regularly drinking too much or are dependent on alcohol.
“Clearly the industry has a responsibility to play their part in tackling this problem and I hope this campaign will make a real difference to people’s attitudes to drunkenness and their drinking behaviour.”
Home Secretary Alan Johnson said:
“We are determined to tackle alcohol related crime and disorder which costs the UK billions every year in police and hospital resources not to mention the effect it has on the lives of millions of decent people.
“Alcohol-related violent crime has fallen by a third since 1997, but no-one is suggesting the job is done and educating people about the dangers of binge drinking is a responsibility not just for the Government, but for us all. That is why I am pleased that the industry is making a commitment to do exactly that.
“This campaign will complement the wide range of actions we are already undertaking to address binge drinking, including giving police more tools and powers to tackle disruptive drinkers and consulting on new rules to ensure that businesses that sell alcohol are doing it responsibly.”
Drinkaware Chairman Derek Lewis says:
“We welcome industry’s increased participation in tackling irresponsible drinking. The impact of alcohol misuse is a blight on individuals, communities and society with the financial, social and health impacts affecting us all. Making sure young adults have the right information about the effect of alcohol misuse on their health and wellbeing is an essential part of tackling the problem. From September, Drinkaware will deliver the campaign to consumers, ensuring they have the facts they need to make informed choices about drinking. Changing behaviour starts with education – and society as a whole stands to gain.”
The campaign will launch the first set of advertisements nationwide later this year in bars, pubs, supermarkets and high street retailers.
The campaign is supported by a group of partners in the drinks industry including major producers, retailers, supermarkets and trade associations.
NMA Jul 17th - Alex Farber
Match.com has launched an interactive channel on the BT Vision IPTV service as part of the dating site’s cross-platform strategy.
BT Vision’s 423,000 subscribers can now search for potential partners via their TV using the Match.com service, which includes all of its primary functionality such as viewing messages, sending ‘winks’, searching and updating profiles.
The channel is available to access via the BT Vision EPG.Jason Stockwood, Match.com MD, said this was a vital component alongside existing online and mobile channels.
“There has to be greater convergence for audiences,” said Stockwood. “When we advertise on TV we see massive spikes to the site within seconds, so people are used to interacting in more consistent ways.”
He added that he hoped offering the service via TV would make browsing for a potential partner a more social experience compared with the online service, which tends to be done alone.
Jeremy Rosenberg, business development manager for BT Vision, said he was keen to work with a series of interactive channel partners. “From a functionality point of view, the Match.com channel is very new for us. There’s a great opportunity to take advantage of our IPTV browser application,” he added.
In January Honda launched a dedicated video channel on the BT Vision service, Honda TV.
I was in a meeting with Chris and Ben from Drinkaware yesterday and realised that about half way through that I had started to morph into a 3rd rate Anthony Robbins or a 154th rate urban Lao Tze (always trying to reference that Philosophy degree:-). I thought I jot down a few of the things they were unfortunate to hear me spewing under the general idea of things I wish I’d worked out earlier in my life. It’s clearly not exhaustive, in no particular order and I am aware some of this is paraphrased so apologies for not citing the references;
· Celebrate your successes and learn from your mistakes but don’t dwell too long on either. Sail a steady course through the middle of all your experience and keep learning as you go.
· Trust your instincts. You have them for a reason. Try and marry them to data where possible, they make a beautiful couple. Alone they can make unreliable friends.
· Don’t try to be something you are not. For me the greatest qualities people can have are honesty, humility, humour and passion.
· The smartest people are not necessarily the people managing the organisation.
· Hire people who are smarter than you and will push you to improve. If you are the smartest person in the room you are probably in the wrong room.
· All of the people I know who have been successful have been prepared to work hard for it.
· The purpose of formal education should be to give you the tools and appetite so that you can spend the rest of your life learning.
· As a manager at any work function it’s invariably always a good idea to leave if people start drinking shorts.
· 99% of all things you worry about do not happen so try not to worry.
· The 1% of things that do happen invariably you can’t change so don’t worry about them.
· Ask for help if you need it as most people are hardwired to be good – see www.horsesmouth.co.uk
· Never tell people not to do something. Show them the arguments and trust them to make their own decisions. The best advice is to surround yourselves with good friends who look out for you when doing something inadvisable.
· If you work with Americans it is useful to express yourselves through sports and war metaphors if you want to be understood.
· Irony isn’t lost on all Americans.
· No one can adequately explain double-irony.
· Marketing isn’t that complicated. Think of the problem you are trying to solve for people and message that with a multi-million pound TV and SEM budget.
· In Marketing never let any work be criticised for it’s production values. Your idea’s should be the focus of attention, anything else is just lazy.
· There is no such thing as a selfless act.
· Be generous with your ideas and time. You will get it back.
· Remain inquisitive.
· Everything is possible.
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