Dating has changed over the last two decades. Driven by technology, dating has shifted from in-person interactions to online platforms and apps. With this shift, the attitudes and behaviors of singles have changed, showing different patterns among generations. Additionally, the economy is impacting dating, especially for the younger demographics. According to Match’s 2025 Singles In America survey, 69% of Gen Z respondents say they’re not ready for a relationship (even though many want one). Millennials use dating apps the most, while Gen X use dating apps much less than millennials or Gen Z, and instead prefer in-person meetings or introductions through friends. According to RAW, 79% of Gen Z report burnout from traditional dating apps. 65% of 2,000 U.S. consumers said inflation impacted their dating life. A quarter reported trying to spend less on dates, and one in five respondents said they were going on fewer dates to spend less, according to a 2024 LendingTree survey. Bank of America’s Better Money Habits report found that 53% of 915 Gen Z adults in the U.S. surveyed were spending $0 each month on dating, and a third of respondents said they spent less than $100 per month on dates. Vying for singles’ attention, brands are launching dating apps, collaborations, and IRL experiences to capture Gen Z.
DATING APPS
To attract Gen Z singles, dating apps are differentiating themselves by offering specific features. For example, RAW is a dating app targeting Gen Z, with a key feature of authenticity that prompts users to share real-time, unfiltered photos of themselves using a dual camera. Described as reverse catfishing, “instead of carefully curated selfies, profiles now feature just-woke-up faces, post-gym sweat, and full-on ugly-laughs showing the most unfiltered version of oneself to attract the right kind of match.” Tea is a women-only dating safety app designed for Gen Z women to vet potential dating partners. It includes background checks, sex offender searches, and an anonymous forum to “spill tea” on their experiences with men. However, the app had two security breaches in July 2025 and did the opposite of what it was designed to do. The data breach leaked users’ IDs, personal information, and photos, and endangered many of the women, suggesting that a purely technological approach to dating is not ideal.
DATING APPS COLLABORATIONS
Collaborations are trending in food, beverage, and beauty products and have spilled into dating apps. For example, Hinge partnered with psychotherapist and relationship expert Esther Perel, known for helping couples engage in vulnerable conversations. Aimed at Gen Z, Hinge added a collection of 10 new “Your World” prompts designed to help daters share more of themselves on their profiles. The questions focus on friendships, family, and even pets. Hinge requires users to answer three prompts in full, and the built-in friction is intentional. Purina ONE LiveClear launched a marketing campaign, which addressed relationship challenges caused by cat allergen sensitivities, and featured television host Nick Lachey. According to a survey by the Human Animal Bond Research Institute and Purina, 25% of households with cat allergen sensitivities report strained personal relationships due to these issues. Additionally, 13% of respondents indicated they had to choose between their cat and a personal relationship. As part of the marketing initiative, Purina ONE LiveClear partnered with Match.com and introduced Be My Purrfect Partner, profile stickers for users to display cat ownership status and to help connect with potential matches. In December 2024, the dating app Bumble and Italian artist Alex Valentina partnered to combine the app’s algorithms with real-life art. Bumble paired Miami’s downtown scene with The Art of Matchmaking installation by having singles answer a six-prompt questionnaire. Using immediate results, exhibition attendees received color-coded bracelets to match their dating archetype, pairing them with corresponding artwork. The dating archetypes included Harmonious Unifiers, Edgy Risk Takers, Hot Messes, Deep-Feeling Bohemians, and Hedonistic High-Maintenance Lovers. For example, the Hot Messes were given a blue bracelet to match All The Possible Futures, a chaotic blend of water, air, and earth elements exploring all corners of the screen, while the Hedonistic High-Maintenance Lovers received a black bracelet and paired up with U Were Savage, Eating Hearts Then Moving On, a black background reveals the remnants of a lavish meal.
IRL DATING APPROACH
In addition to apps and collaborations, some singles want IRL experiences. In response, dating apps are organizing in-person meetups and single women are taking matters into their own hands. Marble dating app is trying a different approach to the online dating scene. Users connect by inviting one another to in-person reservations at restaurants and cocktail bars. Marble members can book a reservation at a restaurant or cocktail bar, share it with the community, and choose who to go out with, or they can browse dates created by other members and join them on their reservation. The latest trend on social media, which is said to have started as a joke, is for women to “accidentally” steal a finance bro’s lunch order from Sweetgreen and Dig in Wall Street and Midtown. The strategy is “a calculated move to spark romantic connections.” Women steal the salad or meal and then return to the restaurant a few minutes later or use the name on the order to look them up on social media to message them something like “Oops! I think I grabbed your order by mistake. Let me make it up to you and buy you a new one.” The First Round is not a dating app, but is a similar concept of meeting like-minded people, ice breakers, and dining designed for New Yorkers on the Fever App. An interested user picks a date, reserves a spot, and answers a few questions to be put in a group of like-minded individuals. 24 hours before the in-person event, users are notified of the venue and location.
The World Health Organization (WHO) Commission on Social Connection report revealed that 1 in 6 people worldwide is affected by loneliness, with significant impacts on health and well-being. Between 17–21% of individuals aged 13–29-year-olds reported feeling lonely, with the highest rates among teenagers. In a 24/7 digitally connected world, technology is reshaping our lives, but the human connection is not to be overlooked. Watch as brands introduce unique dating apps, collaborations, and IRL experiences to keep singles connected.
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