Group Dating: The More the Merrier

Hook-up culture among young adults has been getting a lot of (potentially overblown) hype lately, and though some say the digital age has brought about the “death of courtship,” a new movement is beginning to define Millennial date nights. New apps and platforms are using Millennials’ fast paced lives to their advantage, providing instantaneous events and ideas that get them away from trolling online profiles and instead connecting IRL, and some young daters are turning to new services that are ushering users out the door to find their next connection, friend, hook-up, soul mate, or otherwise—with their friends in tow.
 
Group dating is on the rise, with a growing number of services, apps and sites being created to take the awkwardness out of a one-on-one night with a stranger. The trend only makes sense for the group-oriented generation; who view their friends as their safety net and thrive in using the digital world as a tool to foster offline connections. Group dating takes friend connections to a new level by increasing the possibilities for a match and erasing the fear many young people have about blind dates. Some older dating sites like Match.com have been experimenting with offline group “non-dates” to bring users from behind their screens. But services focused on organizing group-dates are catching the attention of more and more single Millennials who are looking for easy, comfortable ways to meet up, and are bypassing the trappings  and troubles of online dating. 

 

Grouper
Ever wished you could bring a wingman on a date? Grouper, a group date site and app that seems to be leading the group date movement, lets you bring two. You are matched with another group of three friends, putting the odds ever in your favor by providing three viable romantic choices at once.…

 
 

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The Newsfeed

Quote of the Day: “I follow movie critics/sites on Twitter - this is the best way to find out latest news and upcoming films.”—Male, 23, AL

McDonald’s new ad is brand-free and interactive. In the TV spot starring Mindy Kaling, she never says the brand’s name and no logo appears—though she is wearing a yellow dress in front of a red background. Instead, Kaling asks viewers to go to Google and search "that place where Coke tastes so good" to find out for themselves. Requesting the viewer to take action “play[s] on how teens and twentysomethings use their phones while watching TV, while also acknowledging "how they're discovering information" they trust. The ad has been viewed almost 4 million times since being posted earlier this week. (Inc.MediaPost

Nintendo might have plans to dominate the holidays (again). Last week, the brand announced the discontinuation of the wildly popular NES Classic Edition after very limited availability—news that was not received well by gamers worldwide. But now rumor has it that the brand is working on a SNES Classic Edition that could come in time for Christmas 2017, according to Eurogamer's sources. If their response is any indication, Millennial nostalgia will guarantee a success for the relaunch of the classic console. (Let’s just hope Nintendo makes enough this time.) (WWG)  

“Satisfying videos” are trending, and brands are taking notice. Clips that feature “repetitive tasks, perfect patterns in motion or machinery processes being completed in slow motion, with relaxing music” are providing Millennials and Gen Z an escape from stress—as we explored in our In Their Heads trend. These videos—which include things like paint mixing, slime squeezing, and cake icing—are only getting more popular online: over 265,000 posts on Instagram currently live under the hashtag #satisfyingvideos. Prism TV is one brand capitalizing on the trend, with a promotional video series that shows painters mixing colors together in slow motion. (DIGIDAY

Teens are ushering in a new era of “webrooming.” According to a new Dealspotr survey, 47% of 20-year-olds and younger are using their phones as their primary source for online apparel shopping, compared to 39% of Millennials and 37% of Gen X and Boomers. However, since they are less likely to have digital payment options, they were also the most likely age group to shop in-store, signifying they are using mobile to “reverse showroom” or “webroom.” The survey also found that H&M leads as the most popular retailer for the group, followed by Forever 21. (Yahoo FinanceDealspotr

Beauty brands regularly market to Millennials by speaking to their too-busy, “chicly rushed lifestyles,” but is it the right approach? Newcomers Milk Makeup and Allies of Skin are just a few examples of brands growing their beauty empires by offering simple products that are easy to apply, have multiple uses, and can shorten routines for the busy consumer. But when it comes to beauty, quality may come before convenience, especially for young consumers who enjoy spending time on makeup routines: a Ypulse survey found that 55% of 13-33-year-olds like experimenting with different looks. (Racked

Quote of the Day: “I am passionate about beauty, and I look to Ulta, Sephora, and Bluemercury to learn what news products are out on the market and how to use them.”

—Female, 24, FL

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