New Cultural Exploration by Leo Burnett Reveals Surprising Truths About Modern Day Relationships

/ PRNewswire / — A new cultural exploration by global advertising agency Leo Burnett reveals the lyrics to the age-old children’s playground song “first comes love, then comes marriage, then comes baby in the baby carriage” may have reached their expiration date. Today’s romantic relationships don’t come with a guidebook, timeline or predestined result.
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“Relationships are like culture and technology, always evolving and always in motion, in real time,” said Mick McCabe, Leo Burnett’s chief strategy officer. “In some ways, relationships offer a window to broader culture at a particular point in time.”

Exploring this notion, Leo Burnett unveiled Humans Being™ Relationships, an interactive, online platform providing cultural analysis, research findings, expert interviews and intimate conversations with real people on the state of relationships in 2014. It’s part of advertising agency Leo Burnett’s commitment and interest to understanding the changing face of human behavior, and the ever-changing, and never-changing, human condition.

Research Findings: What You Don’t Already Know
Humans Being Relationships outlines its top findings in this brave new world of relationships. Among the topics discovered, what’s good in the boardroom doesn’t necessarily work in the bedroom; People treat relationships like financial investments; We live in an “updating” culture where the increasing normalization of breaking up over text messaging is rampant.

Interactive Infographic: TV’s Portrayals of Relationships By the Decade
TV shows throughout the decades have pushed the envelope in their portrayal of romantic relationships. Because of workplace trysts, LGBT relationships, teen sex, competitive dating and frequent one-night stands, our culture has gained greater acceptance of what relationships can look like beyond the traditional family of the 1950s. The “TV’s Promiscuous Portrayals of Relationships” infographic reveals how TV relationships compare across the past six decades.

Spotify Playlist: The Seven Stages of Dating
“The Ears & the Heart” Spotify playlist provides music for all seven stages of dating from “I want to know everything about you” to “I want to forget I ever met you.”

Glossary: “What’s a Wallet Got to Do With It?”
The “What’s a Wallet Got to Do With It?” section provides a glossary of terms that cashes in on how relationships are like financial investments. It’s not the most romantic way of looking at things, but the parallels between financial investments and the investment of personal resources like time, attention and consideration in relationships are undeniable.

Quotes: Real People Weigh In on Hot Relationship Topics
The “Voices” series on Humans Being Relationships quotes real people and their thoughts on a range of water cooler relationship topics such as sex & power, dating & expectations and technology & trading up. The online platform provides an additional forum for experts and amateurs alike to add their own two cents to the relationship dialogue.

Research Infographic: “By the Numbers”
Catch the down and dirty on dating in a “By the Numbers” infographic full of unexpected statistics about dating in the digital age. For example, more than 40 million Americans have used an online dating service and have spent $239 per year on average on matchmaking websites1. It also compares top reasons men cheat versus why women cheat on their partners. And, it reveals that men who kiss their wives in the morning live five years longer than those who don’t2.

Video: Relationship “Playbook” Clips
Life Coach Dave Booda and Sex Therapist Emily Harrell provide a peek under the covers at understanding matters of the heart in this “Playbook From the Pros” video series. The experts touch on topics like “Your driving says a lot about your relationship style,” “Women don’t want men to be their girlfriends” and “The effect of media on sexual relationships.”

Explore Humans Being Relationships at and join the conversation on Twitter using #humansbeing.

About Humans Being
Inspired by Leo Burnett’s HumanKind philosophy, Humans Being is part of an ongoing exploration that pieces together the story of us. It’s a study on the changing face of humanity in culture, society, emotion, values and the human condition. We explore the intersection of where cultural trends become norms and ultimately mores. Humans Being Relationships follows the “Technology” edition that explores the changing role of technology in society including the art of disconnecting and the decline of the spoken word. Some interesting findings include “as phones get smarter, we get dumber” and with social media “everything is a celebration or a complaint.” Visit for more information.

About Leo Burnett®
With nearly 80 years of creating iconic campaigns, Leo Burnett Worldwide believes that creativity can change behavior. A HumanKind communications company, it operates with a simple and singular approach: put a brand’s purpose at the center of communications to truly connect with people. Part of Publicis Groupe, Leo Burnett Worldwide is one of the world’s largest agency networks with 98 offices and nearly 10,000 employees. In 2013, the global network was named “Most Awarded Network” by the International ANDY Awards and received “Network of the Year” nods from Dubai Lynx, AdFest, Kinsale Sharks, EPICA and the Cristal Awards. Leo Burnett works with some of the world’s most valued brands including The Coca-Cola Company, Fiat, Kellogg’s, McDonald’s, Nintendo, P&G, Samsung and Tata among others. To learn more about Leo Burnett Worldwide visit our site, our Facebook page and follow us via Twitter @leoburnett.