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Last month, UK-based housing site SpareRoom began trialing a DNA kit to assess housemates’ compatibility. SpareRoom’s kit, developed with Swiss-based genetics firm Karmagenes, requires users to submit a saliva sample and questionnaire. Measuring 14 personality traits, the test tells housemates how likely they are to get along, and which types of people they’ll best be able to tolerate(!)

Let’s start by acknowledging that this is a total gimmick. We know (as we’re sure SpareRoom do too) that a DNA test won’t guarantee domestic harmony. That’s not the point. Two trend takeaways for you to discuss with your team:

First, this is an attention-grabbing way to raise awareness of an epic social macro-trend. House prices are rising (by 4.6% globally in 2017) and, especially in urban areas, cohabitation is a necessity for growing numbers. How might you signal to customers, even if through a marketing stunt, that you’re attuned to their emerging pain points?

Second, this is a signal about where customer expectations around relevance are headed. SpareRoom’s kit is just one of the many, many recent innovations we’ve seen – from customized vitamins to travel sweepstakes – that use DNA to uncover (and then serve!) the most intrinsic aspects of consumers’ identities. What would it look like if you were to cater to your customers on an equally deep level?

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