In the face of economic crises, climate anxieties, and global wars, people are seeking solace through connection. They want to be sure someone will hold their hand in the face of hardship. As a result, they have higher expectations of care and understanding from interactions with brands, social systems, and p...

Hinge has released an iteration of its ‘Designed to be Deleted’ campaign targeted squarely at Gen Z. Using TikTokkers as narrators to establish an air of authenticity, the ad draws on the desires of a new generation of daters who are seeking a genuine romantic connection and fulfilling experiences.

With early relationships often impacted by gendered expectations, Bumble is hoping to tackle outdated stereotypes. The dating app's campaign, 'The Romance Gap', positions the brand as a progressive platform that understands shifting gender norms and the social friction involved in dating.

Things are changing in the dating scene as app use is down, lower-cost dates are in, and many are not pursuing relationships at all, despite an uptick in loneliness among Gen Zers and Yers. How can dating brands adapt to these changes and what is the future of dating through a recession?

The pandemic has made people the world over re-evaluate their priorities. In Japan, singletons are increasingly seeking the stability of marriage. With an inability to meet people IRL due to COVID-19, matchmaking company Sunmarie is offering creative solutions to forge relationships online.