Every generation has new ways of finding love. For millennials, it was all about the apps. Tinder, Bumble, Hinge – we were the first generations to embrace being introduced by an algorithm rather than friends or work colleagues. This article from Business Insider suggests that Gen Z are rejecting the dating apps and going back to meeting in person.
In particular, more and more Gen Z’s are dating a friend. A survey from the Centre on American Life found that around one-third of 30-49 year old women (millennials) were friends with their partner before dating. This rises to one-half when looking at 18-29 year old women (Gen Z).
A big reason for this is the growing dissatisfaction with dating apps. In 2019, a Pew survey reported 42% of Americans had an overall negative experience with dating apps. That is up to 46% in 2023. Another Pew survey found that four-in-ten women under 50 have been called an offensive name while using a dating site and more than half have been sent a sexually explicit image they did not request.
As a result, Gen Z’s are finding new ways to meet partners and fall in love. For the online dating giants – Match Group (owner of Tinder and Hinge) and Bumble – they have their work cut out to try and improve the online dating experience and attract the next generation of users.
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