Head of Strategy at The Nursery, Pauline McGowan, considers what modern love stories reveal about loneliness, vulnerability and connection today.
Watching Heated Rivalry a few weeks ago (I feel as a Gen Xer I should say this was a request by my teen to watch with them !) it reminded me so much of the impact of Normal People during lockdown – two stories of intense connection and yearning that makes us feel human to our bones, especially during times of crisis.
This fierce desire for connection jumps out of our data too as one of the starkest findings in our recent Generations Study showed that half Gen Z and Millennials say they often feel lonely and wish for stronger relationships (and forget that male loneliness epidemic, it’s equally true for men and women). For context, this is over twice the figure for Boomers.
The data also reveals the paradox between being more connected but lonelier. Those who feel most lonely say that social media positively impacts relationships. Mounting evidence suggests that while social media does a great job of creating lightweight connections, it is physical connection, intimacy and vulnerability that truly reduces loneliness.
Cue Normal People and Heated Rivalry. Two shows about a slow burn hidden romance where physical intimacy is a vehicle for expressing unspoken feelings. Both shows embrace wider topics relevant to life today: mental wellness, professional ambition, familial relationships and neurodivergency. The way that the characters in both shows become intimate so quickly is also in tune with dating trends today which move from sex to love rather than vice versa.
There is of course so many more reasons why both shows became viral, not least what they say about modern day masculinity. Yet it is how they reveal much about the vulnerability and risk inherent in real relationships that is so compelling to digitally connected / physically disconnected world.
The Nursery delivers inspiring research around people, brands and creativity. Our methods are designed to explore audiences, inform and measure brand effectiveness and nurture new ideas. Our 50 researchers and data scientists work across the world from our London hub. For us, research is an investment and we use our skills and experience to make the most of that investment. We always focus on the future, seeing the possibilities for your brand to grow. Get in touch hello@the-nursery.net to learn more.