Living Apart Together: An Exploratory Study on This Type of Couple in Brazil and the Evolution of Relational Consumption

Abstract

This study investigates Living Apart Together (LAT) relationships in Brazil, where couples maintain separate households. While LAT has been studied in Western contexts, its exploration in Brazil, with its distinct cultural expectations around family and consumption, remains limited. Using Consumer Culture Theory (CCT) and Self-Determination Theory (SDT), the study analyzes eight in-depth interviews to explore how autonomy, identity, and intimacy are negotiated. Findings reveal that LAT relationships are intentional lifestyle choices, not transitional arrangements, driven by past relational experiences and a desire for individuality. LAT couples favor experience-oriented consumption, contrasting with traditional couples who prioritize material goods. The study positions LAT as a stable relational model, contributing to the Second Demographic Transition and expanding the Household Life Cycle framework. It also highlights LAT couples as a growing consumer segment, with values of autonomy and shared experiences challenging conventional cohabitation-based marketing strategies.