Why 50% of Couples Regret Moving In Together (And How We Helped SharkNinja Start the Conversation)

Moving in together is one of the biggest decisions a couple will make. It's right up there with getting engaged or having kids, except almost nobody prepares for it the same way.

The latest study found that 50% of people regret moving in together within the first year. Not because the relationship failed. Because the logistics, the compromises, and the "who's buying what" conversations never happened before the boxes did.

That's the insight we built a campaign around. Here's why it matters, and how we brought it to life for SharkNinja.

Why a home appliance brand have something to say about this:

On the surface, vacuums and air fryers have nothing to do with relationship advice. Look closer, and it makes total sense.

Moving in together is one of the biggest joint-purchasing moments in a couple's life. You're not just combining lives, you're combining kitchens, cleaning routines, and opinions on what "tidy" actually means. It's a genuine life-stage moment, and it's one where the brand has a real, relevant role to play rather than just bolting itself onto a trend for attention.

That's the difference between a forced tie-in and a campaign that earns its place in the conversation.

The moment: two brands becoming one

SharkNinja had just completed a huge migration, merging the separate Shark and Ninja domains into a single home.

One brand, one site, one experience.

This campaign was the first integrated category activation to launch off the back of that move, the first time Shark and Ninja content, products and creative came together under one idea, rather than living in two separate worlds.

There's a nice symmetry there. A campaign about two people becoming one household, launched by two brands becoming one home.

The strategy and the work

We didn't want to just announce a domain merger. Nobody outside a boardroom cares about that on its own. We wanted a story people would actually engage with, and a stat like "50% of people regret moving in together within the first year" does exactly that. It's surprising, it's relatable, and it gives people a reason to stop scrolling.

From there, we built the "Should We Move in Together" Quiz, 7 simple questions designed to help couples work out whether now's really the right time to take the next step. It's not a gimmick. It's a genuinely useful tool, sitting on a campaign page that ties the whole experience, content, quiz, and product together under the new unified SharkNinja site.

The bigger takeaway

The easy option, when a brand merges two domains, is to put out a "we've moved" announcement and hope people care. The harder, and far more effective, option is to find the human insight that makes the moment matter to someone outside the business.

That's the thread running through this campaign: a real cultural truth, a useful tool, and a brand moment that actually has something to say.

Curious whether you and your partner are really ready to move in together?

Take the "Should We Move in Together" Quiz: Click here