Entertainment: Rating the ‘Romantic Value’ of New York’s Single Men

Why it is the topic trending:

• A24, to promote its film "Materialists," staged a marketing stunt at the New York Stock Exchange.

• The stunt involved an algorithmically determined "romantic value" for single men based on attributes like income, height, and homeownership, displayed on the NYSE ticker.

• The stunt aimed to highlight the transactional and commodified nature of modern dating, a theme in the movie.

• The article contrasts this materialistic view with findings from a Match.com survey that indicate singles prioritize emotional connection and shared values over income and height.

• The stunt and the survey results together raise questions about the evolving landscape of dating and what people truly value in a partner.

Overview: To promote its film "Materialists," which explores the materialistic aspects of modern dating, A24 devised a controversial marketing stunt at the New York Stock Exchange. For a brief period, the NYSE ticker displayed the "romantic value" of single men based on data they input about their physical and personal attributes, as determined by an algorithm. This stunt was intended to reflect the transactional nature of dating as depicted in the film. The article juxtaposes this with findings from a Match.com survey, which surprisingly revealed that singles prioritize emotional connection and shared values over traditionally valued materialistic attributes like income and height, suggesting a potential disconnect between the movie's theme and actual dating priorities.

Detailed Findings:

• Movie Promotion: A24 studio promoted its film "Materialists" with a marketing stunt.

• Stunt Details: Single men were invited to input attributes (height, income, age, home ownership, hair, turn-ons, icks) on a website.

• "Romantic Value" Algorithm: The data was fed into an algorithm to create a "romantic value" for each man.

• NYSE Ticker Display: The romantic values were streamed in real-time on the New York Stock Exchange ticker for about 30 minutes.

• Mobile Billboard: The ticker will also be displayed on a mobile billboard around New York City landmarks.

• Data Authenticity: The genuineness and accuracy of the inputted data (especially income and height) are questionable.

• Anonymity: The names or pseudonyms of the men flashed briefly and were not contactable.

• Home Ownership: Few men on the ticker reported owning their living quarters.

• "Materialists" Plot: The film features a matchmaker (Dakota Johnson) struggling to choose between a wealthy boyfriend (Pedro Pascal) and a broke ex-boyfriend (Chris Evans), weighing their attributes.

• Director's Inspiration: Director Celine Song's experience at a high-end matchmaking company where clients listed partner preferences like stats and figures inspired the film.

• Transactional View of Dating: Both the film and the stunt aim to highlight the commodified and materialistic aspects sometimes present in modern dating.

• Match.com Survey: Released coincidently, it found that only 9% of singles ranked income as a top priority. Height was also deemed irrelevant by most.

• Prioritized Qualities: Singles prioritize "emotional connection and shared values like honesty, loyalty, trust, kindness and empathy."

• Ineffable Qualities: The qualities most valued in dating are not easily quantifiable for a stock market-like valuation.

Key success factors of product (trend):

• Provocative Marketing: The stunt successfully generated attention and discussion around the movie's themes.

• Highlighting Film's Core Message: The activation directly reflected the materialistic nature of modern dating as depicted in "Materialists."

• Juxtaposition with Real-World Data: The contrast with the Match.com survey results added another layer of intrigue and discussion.

• Use of a High-Profile Location: Leveraging the New York Stock Exchange ensured significant visibility.

• Multi-Platform Presence: Using both the NYSE ticker and a mobile billboard expanded the reach.

Key Takeaway: A24's marketing stunt, ranking single men's "romantic value" on the NYSE ticker based on materialistic attributes, served to provoke thought and discussion about modern dating trends, particularly the tension between transactional approaches and the desire for deeper emotional connections, as highlighted by a coincidental Match.com survey.

Main Trend: The main trend is the ongoing exploration and critique of modern dating practices, particularly the influence of technology and the potential for superficial or materialistic evaluations of potential partners, contrasted with a persistent human desire for genuine emotional connection.

Description of the trend: The Price of Love? Examining Transactional vs. Emotional Value in Modern Dating

What is consumer motivation:

• Finding a Compatible Partner: The fundamental motivation in dating is to find someone with whom to build a meaningful relationship.

• Seeking Emotional Connection: Many individuals prioritize finding someone they connect with on an emotional and intellectual level.

• Desire for Shared Values: Compatibility often stems from having similar values and beliefs.

• Avoiding Superficiality: Some are turned off by dating approaches that focus solely on superficial attributes.

• Long-Term Partnership Goals: Many singles are looking for a partner with whom they can build a lasting future.

What is driving trend:

• Prevalence of Dating Apps: Technology has fundamentally changed how people meet and evaluate potential partners, sometimes leading to a more transactional approach.

• Focus on External Attributes: Online profiles often emphasize physical appearance and quantifiable achievements.

• Media Portrayals of Relationships: Movies and TV shows can sometimes perpetuate or critique materialistic views of romance.

• Disillusionment with Superficial Connections: Many singles experience fatigue with shallow interactions and seek deeper connections.

• Wellness Trends Emphasizing Emotional Well-being: A growing focus on mental and emotional health encourages prioritizing meaningful relationships.

What is motivation beyond the trend:

• Companionship and Intimacy: Humans have a fundamental need for connection and closeness.

• Shared Life Experiences: The desire to build a life and share experiences with a partner.

• Support and Understanding: Seeking a partner who provides emotional support and understanding.

Description of consumers article is referring to:

Best Description: The article refers to single men who participated in A24's marketing stunt by inputting their attributes, as well as singles across generations who participated in Match.com's "Singles in America" survey. The former group engaged with a potentially superficial evaluation, while the latter expressed a preference for deeper emotional connections.

• Single Men Participating in Stunt: Individuals willing to engage with a gamified and potentially objectifying portrayal of dating.

• Singles in America Survey Respondents: A broader demographic of single individuals across different age groups.

• Individuals Seeking Romantic Partners: The common thread is that both groups are, in some way, involved in the dating landscape.

Who are the consumers implied by article:

• Who are them: Single individuals actively or passively participating in the dating scene.

• What kind of products they like: Dating apps, resources on relationships, entertainment (like movies exploring dating themes), products that enhance their appearance or lifestyle.

• What is their age?: The Match.com survey included singles across generations. The A24 stunt likely targeted a younger demographic more active on social media and familiar with internet trends.

• What is their gender?: The A24 stunt specifically focused on single men. The Match.com survey included both men and women.

• What is their income?: The A24 stunt highlighted income as a factor, but the Match.com survey suggested it's not a top priority for most. The survey respondents likely represent a range of income levels.

• What is their lifestyle: Varies widely depending on the individual, but all are navigating the complexities of finding romantic relationships in the modern world.

• What are their category article is referring shopping preferences: Those engaging with dating apps might be more inclined to online interactions. The Match.com survey hints at a desire for authenticity over superficiality in partner selection.

• Are they low, occasional or frequent category shoppers: Those actively dating are frequent participants in the "dating" category, whether through apps, events, or other means.

• What are their general shopping preferences-how they shop products, shopping motivations): Likely vary greatly. The article doesn't provide specific details on general shopping habits beyond the context of dating.

Conclusions: The article highlights the tension between potentially superficial and materialistic aspects of modern dating, often amplified by technology, and the underlying human desire for genuine emotional connection and shared values in romantic relationships. While marketing stunts can provoke discussion, surveys suggest that true priorities in dating often lie beyond quantifiable attributes.

Implications for brands:

• Authenticity in Dating Platforms: Dating apps might consider features that promote deeper connections beyond surface-level attributes.

• Marketing that Resonates with Deeper Values: Brands targeting singles could focus on themes of emotional connection, shared experiences, and personal values rather than just superficial qualities.

• Entertainment that Explores Dating Realities: Movies and shows can continue to explore the complexities of modern dating, including both the superficial and the meaningful aspects.

Implication for society:

• Ongoing Conversation About Dating Values: The article contributes to the ongoing societal discussion about what truly matters in romantic relationships.

Implications for consumers:

• Reflection on Personal Priorities: The contrast between the stunt and survey results might prompt individuals to reflect on their own priorities in dating.

Implication for Future:

• Continued Evolution of Dating Norms: How people meet and form relationships will likely continue to be shaped by technology and evolving societal values.

• Potential Shift Back Towards Deeper Connections: There might be a growing counter-movement against superficial dating trends, emphasizing more meaningful connections.

Consumer Trend (name, detailed description): The Search for Meaning Beyond Metrics in Dating: While modern dating is often influenced by quantifiable attributes and superficial profiles, there's a persistent underlying consumer desire for deeper emotional connections and shared values when seeking romantic partners.

Consumer Sub Trend (name, detailed description): Dating App Fatigue and the Yearning for Authenticity: The initial novelty of dating apps has led to fatigue for some users who are seeking more genuine and less transactional ways to connect with potential partners.

Big Social Trend (name, detailed description): The Tension Between Materialism and Emotional Fulfillment: Society often presents a conflict between valuing material success and the pursuit of deeper emotional well-being and meaningful relationships.

Worldwide Social Trend (name, detailed description): Evolving Norms in Romance and Relationships: Across the globe, cultural norms surrounding how people meet, date, and form relationships are continuously evolving, influenced by technology and changing societal values.

Social Drive (name, detailed description): Desire for Connection, Love, and Belonging: The fundamental human need for love, connection, intimacy, and a sense of belonging continues to be a primary driver in seeking romantic relationships, often transcending superficial metrics.

Learnings for brands to use in 2025:

• Acknowledge the Desire for Deeper Connections: Marketing to singles should tap into the longing for meaningful relationships.

• Go Beyond Surface-Level Attributes: Avoid focusing solely on superficial qualities in dating contexts.

• Highlight Shared Values and Emotional Compatibility: Emphasize the importance of these aspects in finding a partner.

Strategy Recommendations for brands to follow in 2025:

• Dating Apps Focusing on Shared Interests: Develop platforms that prioritize connecting people based on hobbies, values, and emotional compatibility.

• Experiences that Foster Genuine Interaction: Create opportunities for singles to meet in real life through events centered around shared interests.

• Marketing Campaigns Emphasizing Authenticity in Dating: Promote messages that encourage individuals to be themselves and seek genuine connections.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it: The trend of The Search for Meaning Beyond Metrics in Dating highlights a yearning for genuine emotional connections over superficial evaluations, and in 2025, brands and companies in the dating and relationship space should strategically focus on fostering authenticity and shared values in their platforms and messaging to resonate with singles seeking meaningful partnerships.

Final Note:

• Core Trend: Search for Meaning Beyond Metrics in Dating: Prioritizing deeper connections over superficial attributes.

• Core Strategy: Foster Authenticity and Shared Values: Focus on genuine connection in dating platforms and marketing.

• Core Industry Trend: Evolving Dating Norms: Technology and societal values are continuously shaping how people form relationships.

• Core Consumer Motivation: Desire for Connection, Love, and Belonging: Fundamental human needs drive the search for meaningful partnerships.

Final Conclusion: While A24's marketing stunt cleverly highlighted the potential for a transactional view of dating, the Match.com survey reminds us that the core human desire for love and connection often transcends superficial metrics. The future of dating likely lies in finding a balance between leveraging technology and fostering genuine emotional bonds based on shared values and authentic selves.

Core Trend Detailed: The core trend of The Search for Meaning Beyond Metrics in Dating reflects a growing sentiment among singles who are navigating the modern dating landscape that prioritizes genuine emotional connections and shared values over superficial or easily quantifiable attributes like income, height, or physical appearance. This trend emerges as a reaction to the often transactional nature of dating apps and the superficiality that can sometimes dominate online profiles and initial interactions. Individuals are increasingly seeking partners with whom they can establish a deeper connection based on mutual understanding, shared beliefs, and compatible emotional needs, recognizing that these less tangible qualities are more crucial for building lasting and fulfilling relationships than purely materialistic or physical characteristics.

Key Characteristics of the Core trend:

• Prioritization of Emotional Connection: Singles place a high value on finding a partner with whom they share a strong emotional bond.

• Focus on Shared Values: Compatibility based on similar values, beliefs, and life goals is seen as essential for long-term relationships.

• Desire for Authenticity: Individuals are seeking genuine connections with partners who are true to themselves.

• Rejection of Superficiality: A growing disillusionment with dating approaches that focus primarily on external attributes.

• Longing for Meaningful Relationships: The ultimate goal is often to find a partner with whom to build a deep and lasting connection.

Market and Cultural Signals Supporting the Trend:

• Public Discourse on Dating App Fatigue: Many articles and social media discussions express frustration with the superficiality of some dating apps.

• Emphasis on Mental Health and Emotional Well-being: The increasing societal focus on mental and emotional health encourages prioritizing meaningful connections.

• Popularity of Content Promoting Authentic Relationships: Books, podcasts, and social media accounts that emphasize genuine connection in dating resonate with many singles.

• Backlash Against "Hookup Culture": While casual dating exists, many individuals ultimately seek more meaningful and committed relationships.

How the Trend Is Changing Consumer Behavior:

• More Intentional Use of Dating Apps: Singles may be using dating apps with a greater focus on profiles that highlight personality and values.

• Seeking Out Events and Activities Focused on Shared Interests: A preference for meeting people through hobbies or activities that indicate common ground.

• Prioritizing Deeper Conversations Over Superficial Small Talk: Singles are likely to want to move beyond surface-level interactions to establish genuine connections.

Implications Across the Ecosystem:

• For Brands and CPGs: Dating platforms might need to adapt their algorithms and features to facilitate connections based on deeper compatibility factors.

• For Retailers: Brands that promote experiences and activities that bring people together around shared interests could benefit.

• For Consumers: Singles may feel more empowered to prioritize their own values and seek out more authentic connections in their dating lives.

Strategic Forecast:

• The search for meaning beyond metrics in dating is likely to continue as individuals seek more fulfilling and lasting relationships.

• Dating platforms and services may evolve to better cater to this desire for deeper connections.

• Societal conversations around dating will likely continue to emphasize authenticity and emotional well-being.

Areas of innovation

• Personality and Values-Based Matching Platforms: Develop dating apps that go far beyond basic demographics and photos, focusing instead on in-depth personality assessments, value alignment quizzes, and detailed information about users' interests and life goals to facilitate more meaningful connections.

• "Anti-Metric" Dating Features: Introduce features on dating apps that de-emphasize superficial metrics like height and income, perhaps by making them optional or less prominent, and instead highlighting user-submitted stories, open-ended questions, or creative expression.

• Experiences Over Profiles: Innovate by shifting the focus from static profiles to shared experiences. Create opportunities for users to connect based on participation in virtual or real-world activities, allowing personalities and values to shine through more organically.

• AI for Emotional Connection Analysis: Explore the ethical use of AI to analyze communication patterns in initial chats (with user consent) to identify potential for genuine emotional connection and compatibility beyond surface-level attraction.

• Matchmaking Services Rooted in Shared Values: Reinvent traditional matchmaking by focusing heavily on understanding clients' core values, life philosophies, and emotional needs, moving away from solely matching based on tangible assets or physical preferences.

• Tools to Facilitate Deeper Conversations: Develop features within dating platforms that encourage more meaningful and in-depth conversations, such as suggested open-ended questions or icebreaker prompts that go beyond superficial topics.

• "Slow Dating" Features: Implement features that encourage a slower and more intentional approach to online dating, such as limiting the number of profiles users can interact with daily or promoting longer, more thoughtful interactions.

• Platforms for Connecting Based on Shared Passions and Purpose: Create niche dating platforms that cater to individuals with specific passions, hobbies, or a shared sense of purpose (e.g., environmental activism, artistic pursuits), allowing connections to form around common ground.

Final Thought (summary): The desire for meaningful and authentic connections in dating, as opposed to purely transactional or superficial evaluations, represents a fundamental human need that transcends fleeting trends. The future of dating likely involves finding ways to balance the efficiency of technology with the essential human elements of emotional connection, shared values, and genuine authenticity.

Source: https://www.nytimes.com/2025/06/11/style/materialists-new-york-stock-exchange-single-men.html