#68 Empty Nesters
It is no secret that many couples have experienced a transition from being romantic, passionate, and highly attuned to their partner in their childless years, to becoming meaningfully less partner-oriented through their childrearing/parenting years. During this period couples tend to sublimate intimate behaviour as they come to view each other more as co-parents/co-home managers versus romantic partners. When the children finally leave the nest and the couple is free to re-focus on each other, romance and intimacy may need to be re-learned. In fact, many find this period of readjustment quite challenging. Brands targeting this group should take into account the conflicting emotions – excitement with some awkwardness and ardour with some anxiety – acknowledging that this is a time of rediscovery, and positioning brands as a helpful and friendly hand toward a new beginning.