(Written by Rhea Arora and Taarini Balsara)
THE SPARK ⚡️
Dating apps seemed like the perfect solution to the problem of modern love – everyone was busy, the world was increasingly online, and apps like Tinder, Bumble, and Hinge offered solutions. Swipe, match, chat, meet – it promised to be foolproof. However, Gen Z has been feeling disillusioned, with the thrill and convenience of dating apps wearing off in favour of spontaneous and communal in-person experiences in a post-pandemic world. In 2024, annual downloads for Tinder in the U.S. were over 30% less than the app’s peak in 2014 and in 2023, paying users fell by 8%. In the UK, 1.4 million people have abandoned dating apps and in India, Tinder, Happn, Aisle, Truly Madly and OkCupid have registered a decline of 20% to 55%.
THE DRIVERS 🚗
Increased digital fatigue. Swiping for love on top of an already sky-high screen time is beginning to feel like overkill for Gen Z - in their pursuit to reduce screen time, dating apps may take the first hit. A recent survey found that 43% of Gen Z prefers the low-pressure, more organic vibe of festivals and events for meeting potential partners. Hinge’s 2024 D.A.T.E report also explains that 44% of Gen Z'ers have little to no dating experience and 47% are “more likely than millennial daters to say the pandemic made them nervous talking to new people.” This rejection anxiety and internalised cringe – exacerbated by the need to curate your online dating persona – are major drivers for Gen Z’s increasing disillusionment with dating apps.
Craving meaningful connections. According to Indian dating app QuackQuack's survey, 36% of Gen Z daters prefer meaningful, daily gestures to grand ones and over a third of users prioritise “niche-based matches over appearance-based ones.” Bonding over a mutual love of food, tv, pets, and plants, “micro Interests are what seals the deal” for Gen Z.
THE MOVE 🚀
Embrace all kinds of love. In an era when it’s getting harder to form sustainable connections, brands can tap into friendship, sisterhood, self love and independence. A network of local movie theatres in London was offering seasonal half-price movie tickets for single people – can PVR jump in on this?
Support interest-based meet-cutes. Mumbai’s Cat Café Studio has hosted speed-dating events and art-themed date nights for lovers to bond over a mutual love for cats. By blending fitness with socialising, Bumble and Puma hosted a singles-only running event and mixer in Bengaluru. Tinder too has been hosting “Tinder Mixers” and even partnered with WOW Skin Science, to curate games and icebreakers centered around skin care. BookMyShow now has a dedicated “Meetups” tab curating social mixers and dating events as well, expanding its portfolio beyond traditional entertainment.
Signal commitment. Situationship, nanoship, carouselling… Gen Z is fed up with fleeting connections and wants something real. In response, the iconic candy hearts brand Sweethearts is now offering commitment hearts instead of its previously more cheeky and flirty messaging.
TL;DR?
The swipe economy, once celebrated for democratising romance, has instead commodified it. This digital generation is rethinking intimacy and how it’s initiated and sustained in an era where social capital is built online but trust is formed offline.
For brands, this is an invitation to design ecosystems where relationships – romantic or otherwise – can form in ways that feel organic. The real opportunity lies in bridging the gap between digital discovery and real-world trust – transforming passive audiences into engaged communities. In a world that’s constantly optimising for efficiency, Gen Z is optimising for meaning. Brands that understand and facilitate this shift will not only earn loyalty but will become architects of modern connection.
