Prioritizing Love in a Busy World: Who’s Looking to Spend More Time with Their Partner?

In today’s fast-paced, always-on culture, one of the biggest challenges individuals face is making time for what truly matters—our relationships. Whether it’s career demands, financial pressures, or parenting responsibilities, life often gets in the way of quality time with our significant other BUT who is feeling this the most? And how can brands respond to this pressing need?

Who’s Prioritizing Time with Their Partner?

Fresh from IMI Pulse, IMI International’s proprietary platform, keeping a consistent pulse on the consumer, below are some insights that shed some light on the subject.

Who are the demographics most eager to spend more time with their spouse or partner:

• Millennials (70%) and Gen X (65%)

  are leading the charge in wanting more quality time with their partner. These age groups are balancing careers, personal ambitions, and family responsibilities, making it difficult to prioritize relationships.

• Parents with kids under 18 (71%)—especially those with children aged 3-12 (73%)—report the highest need for more time with their spouse.

  Parents in this stage are often managing packed schedules with little downtime for personal connection.

• Income plays a role:

  Those earning $100K-$190K (76%) express the highest desire for more time with their spouse. With increased financial stability often comes more demanding jobs and responsibilities that can strain relationships.

So, what does this mean and most importantly, what can brands do to help?

Understanding these insights opens up opportunities for brands across various industries to position their products and services in a way that helps consumers prioritize their relationships. Here’s how:

1. Travel & Hospitality: Make Reconnection Easy

Busy couples are looking for simple ways to reconnect. Travel brands can promote weekend getaways, “staycation” packages, and relationship-focused retreats to help couples escape their daily routine. Offering flexible options for parents (such as child-friendly resorts or babysitting services) can be a game-changer.

2. Food & Beverage: Celebrate the Small Moments

Couples don’t always need grand vacations to feel connected. Dining brands and CPG companies can create campaigns around “date night in” meal kits, wine pairings, or special promotions that encourage partners to carve out meaningful time together at home.

3. Health & Wellness: Strengthening Relationships Through Self-Care

With stress and time constraints being a major barrier, wellness brands can promote couples' spa treatments, fitness memberships, or even mindfulness apps that help partners bond over shared health goals.

4. Financial Services: Alleviating the Burden

Since higher earners ($100K-$190K) report the highest need for more time together, financial services brands can offer solutions that streamline money management, reduce stress, and free up time—whether that’s through automated savings tools, financial planning assistance, or time-saving fintech innovations.

5. Entertainment & Technology: Bringing Couples Together

Streaming services, gaming companies, and social apps can develop features that foster shared experiences, such as personalized “date night” content recommendations or interactive activities that couples can enjoy together.

The Key Takeaway: Make it Easy for Couples to Connect

The modern consumer wants to prioritize relationships but struggles with time constraints and competing responsibilities. Brands that position themselves as facilitators of meaningful connection - whether through travel, food, wellness, finance, or entertainment—will not only resonate with their audience but also build deeper emotional connections with their customers.

🤔 How is your brand helping consumers prioritize their relationships? Let’s start the conversation!