The Four Dating Trends Impacting Brands in 2023
The rise of dating apps brought about a seismic shift in people’s approach to dating in the last couple of decades. But as we enter “Roaring 20’s version 2.0,” the combination of rising costs, climate anxiety, Covid safety shifts, and the mainstream adoption of online dating are changing the dating landscape in arguably bigger ways. Considering that singles spend nearly $118 billion on dating each year, brands that pay attention stand to reap the very real benefits of being first to meet daters’ needs as they navigate new expectations and opportunities.
Dating trends and terminology seem to change every few months, but the four listed below connect to broader social shifts that are poised to stick around for the long term.
Tap into these trends to connect with daters and win over hearts, minds, and wallets. Here are our picks for the four most impactful dating trends in the Roaring (20)20’s:
Eco-dumping
Gen Z’s commitment to the environment even extends to their dating lives. In fact, an increasing number of younger daters have reported “eco-dumping,” or ending relationships because of misalignment on environment-related views. With so much else going on in their lives and so many potential partners on dating apps, singles aren’t interested in wasting their time with people whose views do not align with their own. Environmental considerations are quickly joining political and social justice views as immediate dealbreakers for many daters. Climate change has become one of the most popular topics of conversation on dating apps, even occupying the number one spot on OkCupid, an app that matches people based on their interests and passions.
This trend of ending things based on environmental differences is projected to increase in 2023, with research from dating app Plenty of Fish indicating that 20% of daters have, or know someone who has, “dumped someone because their views on climate change and the environment didn't align.” Similarly, 39% of daters say they’re looking for someone with a “keen interest in the environment.”
Why brands should care
In an era where nearly every consumer choice is also a value statement, brands across categories – especially those looking to win over younger audiences – should be paying close attention to their sustainability strategies and highlighting their progress along the way. Fast fashion brands may fall out of favor as people look to externally demonstrate their eco-values through fashion choices, while restaurants with plant-based menus are likely to see an increase in popularity as first date venues.
Inflation-era dating
As sticker shock continues to effect daters (and everyone else), people are looking for free or lower-cost ways to get to know potential partners. A recent study from Match Group, the owner of several leading dating apps including Tinder and Hinge, found that singles’ top three concerns heading into 2023 are all financial: inflation, the state of the economy, and their long-term financial futures.
These concerns — and the various ways daters are seeking to mitigate them — have led to the new term Infla-dating: the act of dating as rising costs cut into one’s buying power. Walks, runs, picnics, and cheaper meal options are poised to become more popular date options this year, with roughly 48% of millennial and Gen Z daters reporting that they’ve embraced Infla-dating. In addition to allowing daters to enjoy shared experiences and connect without spending too much, Infla-dating has also allowed singles to express their creativity in planning date nights.
Why brands should care
Brands looking to win over cost-conscious daters can consider creating or highlighting thoughtfully-timed discounts, loyalty programs, and free or low-cost events to help daters and lovebirds enjoy time together on a budget. In addition to supporting daters through products, sales, and interactive events, brands can also win daters over with content that provides memorable and inexpensive DIY date ideas.
Sober dates
As Gen Z continues to consume less alcohol overall, more young singles are pursuing “sober-curious” lifestyles. With people of all ages drinking less, grabbing a drink is no longer the classic date night choice it once was. Dry dating, or getting to know potential partners in alcohol-free settings, can create a less stressful experience for singles and allow them to have more fun. Recent research from Bumble indicates that 1 in 3 users are now likely to consider going on a dry date.
Although a more holistic focus on mental and physical health, which often includes a reconsideration of alcohol consumption, was a trend spurred largely by the pandemic, the mindset appears likely to stick around. As people increasingly focus on wellness, more singles are opting for water, sodas, or mocktails. Research from Tinder in 2022 reveals that over 25% of surveyed singles reported drinking less on dates than they had in the previous year. Many bars have adapted, however, as more places offer non-alcoholic drinks to keep up with the increasing number of sober-curious patrons who still enjoy a night out.
Why brands should care
As singles seek alcohol-free or alcohol-optional opportunities for adventure or fun, interest in shared experiences has increased. Hikes, festivals, and museums may become even more popular date activities, which creates an opportunity for hospitality, CPG, and beverage brands to get in on the action. For instance, non-alcoholic beer brand O’Doul’s recently partnered with Match.com to provide Virtual Date Kits to sober-curious daters as they get to know potential partners.
Digital Nomad Dating
Over the past few years, virtual tools have brought together people across the country and world, making geography much less of an issue for connection than it was before. These technological advancements have reshaped how singles think about relationships, with 33% of daters now reportedly more open to partners in different cities beyond their own. With more employers allowing remote work, daters have increased flexibility to move somewhere new to pursue relationships, so there's reason to expect the trend to continue.
Why brands should care
As daters broaden their geographic horizons, brands should consider ways to use virtual platforms and other distance-reducing technology to provide long-distance daters new opportunities to connect.
Interested in learning more about these trends, or need help figuring out how your brand can connect authentically with customers? Reach out to us to start the conversation and see whether we’re a match!
This article was co-authored by Lee Banov and Noelle Algeo.