Mumbai: Tinder, the world’s most popular dating app, launches today its Future of Dating Report 2023 which reveals that 18-25-year-olds (Gen Z) are supercharging dating in a way that no previous generation has done before them. 69 per cent of Gen Z believe that they are the ones to refresh dating standards for the future and more than half of millennials agree that dating is healthier for 18-25-year-olds today than it was when they were the same age!
https://drive.google.com/file/d/1LxGsfcCGO0sZPzqz0nSlo5irBB_9BhaU/view
“A Renaissance in Dating, Driven by Authenticity” is the second future of dating report from Tinder, following the original report from 2021, which exposed new dating trends influenced by the pandemic. With a return to a new normal over the past year, this year’s report highlights nine trends, built on three broad themes: Inclusivity, technology and the overarching theme of Authenticity.
“In 2023, Tinder is largely used by Gen Z. This is a group that continues to influence society and challenge constrictive norms in the most profound of ways. No other generation has made such a huge impact on the workplace, retail consumption, technology, politics and culture,” said Tinder COO Faye Iosotaluno. “It is this generation that we believe is driving the most change that we’ve ever seen in how we date, who we date and what dating actually is”.
Authenticity with a capital A
Authenticity is now front and centre of dating; openness, mental well-being, honesty and respect are key players in this new landscape. 80 per cent of 18-25-year-olds agree that their own self-care is their top priority when dating and 79 per cent want prospective partners to do the same1. Even more interesting, close to 75 per cent of young singles say they find a match more attractive if they are open to working on their mental well-being.
Gen Z is prioritising value-based qualities such as loyalty (79 per cent), respect (78 per cent) and open-mindedness (61 per cent) overlooks (56 per cent). And with a take-it-or-leave-it attitude, they are fine to leave any situation if that means being true to themselves. Tinder’s global relationship insights expert, Paul Brunson, referred to this as ‘all or nothing dating’.
The value of real connection and presenting their ‘true selves’ is high on Gen Z’s agendas when it comes to dating. Judgement needs to be clear and, therefore alcohol, or the lack of it, is playing a crucial role in dating today. 72 per cent of Tinder members confidently proclaim on their profile they don’t drink or only drink occasionally.
Influenced by the pandemic, time is valued. From ‘errand dating’ to ‘stack dating’, 51 per cent of Gen Z agreed that they’re open to new ways of fitting dating around their daily schedules. Over two-thirds (68 per cent) of surveyed Tinder members say they use the app while at work and Tinder work mode is visited every four seconds.
Dating games are definitely not for Gen Z! Tinder has seen first-hand that 18-25-year-olds are 32 per cent less likely to ghost someone than those over 33. Additionally, 77 per cent of Tinder members reply to a match within 30 minutes, 40 per cent respond within five minutes and over a third reply immediately. This is further reinforced when comparing how millennials viewed dating 10 years ago: three in four 33 to 38-year-olds (73 per cent) agreed that dating games – like playing hard to get, giving mixed signals, playing the field– were all accepted as “normal” when they were between 18-25 years old.
So what does this mean for marriage? Although this isn’t at the top of Gen Z’s wish list. Paul Brunson believes that “Gen Z will have the most successful marriages yet. Why? Because they’re investing in emotional well-being and clear communication.”
Inclusivity is limitless
Gen Z is challenging long-standing views of sexuality, gender and also ethnicity, culture and geographical restrictions. Polyamory, monogamy and the emergence of the ‘situationship’ have all attracted attention for good reason.
For Gen Z, it’s the individual and their personality that matters. 80 per cent of surveyed Tinder members say they have been on a date with someone of a different ethnicity. When asked about dating someone with a disability or neurodivergence half agreed that they would be open to it. Two-thirds (66 per cent) of members surveyed agree Tinder allows them to date more people outside of their friendship circle or connect them with someone they would otherwise never have met in their day-to-day life. This is particularly important for LGBTQIA+ members, as we’re often told that Tinder is the first place where they feel safe coming out before telling their friends and family.
Paul Brunson commented ‘On Tinder, LGBTQIA+ members are now the fastest growing group with people identifying as non-binary having increased by 104% within the past year. Gen Z’s acceptance of difference and their inclusive approach to gender and sexuality are the driving forces behind a new era. They are paving the way for future generations to embrace their true selves and live their best lives.’
And the role of technology?
Technology continues to positively disrupt how people meet with the majority of people under 30 using dating apps. Over half (55 per cent) have been in a serious relationship with someone they met on Tinder, whilst 37 per cent know someone who has.
But how are the digitally native generation of 18-25 years looking at technology and dating now?
There will always be expectations that technology should be easy and intuitive. Tinder was at the heart of making dating simple, safe and fun. It took the guesswork out of who may like you (or not like you) by putting the power in the palm of your hand for you to control.
Technology is redundant unless it meets and satisfies a need, Gen Z tells us so. While this young generation of singles is excited about the opportunities that AI may bring, it won’t be at the expense of realness. Gen Z is happy for AI to help them build out a dating profile (34 per cent) but at the same time, there’s little interest in generic, auto-filled profiles that lack the authenticity that is held in such high regard4. Perhaps AI’s most useful asset will be as a ‘digital wingmate’ as most 18-25-year-olds agree that Gen AI could be helpful as a first prompt to help get over the hurdle of starting a bio, or as an icebreaker to get the conversation flowing.
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