What if brands actually helped Gen Z date differently?

As the sun sets on hot girl summer, a familiar chill is in the air, signalling the advent of cuffing season. And us singles are under pressure to find a date. But dating? In this climate? *shudder*.

The good news, though, is that amidst all the dating app fatigue, there’s scope for brands to take a loving role. Especially when it comes to Gen Zers, for whom the post-pandemic economic decline has created a level of pragmatism that’s taken out the giddy, butterflies-in-your-stomach feeling from finding romance.

Love conquers all... except inflation

The 2023 Spenny report, which explores how the cost of living crisis impacts British youth, developed the ‘Cost of Loving Index’ which estimates the average cost of a date in London is £100. Multiply that by the number of dates it takes to get to the ‘let’s define our relationship’ conversation, and you’re considering a pretty hefty investment.

Overall, the cost of living crisis is causing young people to be more introspective about their love life choices. One thing that can be said for certain, in Gen-Z love stories, the success and happiness of self comes first. According to Julie Arbit, former Global SVP of Insights at Vice Media Group, this generation “realise[s] that they might have different partners at different times in their lives who may fulfil different needs”. Combined with economic pressures, no wonder they’re being choosy.

Dumping the apps

Unlike other aspects of their life, Gen Z don’t rely solely on technology to find ‘the one’. They’re flocking instead to offline venues: bars, cafes, supermarkets (remember when placing an upside-down pineapple in their trolley in Spanish supermarket Mercadona showed you were game?). Run-clubs were another popular hot-spot this summer.

Brands have already started capitalising around these offline social spaces by creating experiences that cater to this shift in behaviour. Perhaps the best example is Bumble partnering with the Hoxton and Daisy Green pubs for singles looking to get together IRL. Thursday nights are now for singles and upon showing the bartender your Bumble profile, you can start the night with a free drink.

So what can brands do?

Support Singlehood

For singles, brands can tap into this period of independence by offering exclusive singles deals or hosting fun, inclusive singles events. Promoting self-love experiences, such as wellness retreats, self-care workshops, or confidence-boosting classes, can also resonate with Gen Z’s focus on personal well-being. Imagine Three partnering with Picturehouse Cinemas to offer half price tickets to singles coming alone this winter. Or Blok devising with a sign-up offer encouraging people to ‘get started with their winter arc’. Such events would allow brands to champion Gen Z’s self-empowerment narrative, building communities that reflect shared values.

Facilitate Friendships

Cultivating friendships is just as crucial as nurturing romance. Brands can create spaces where genuine connections can form, through events and activities that encourage collaboration and shared interests. Bumble could draw emphasis on their BFF feature by holding a speed-mating event and Ben’s Cookies could host friends for an afternoon of baking delicious Ben’s Cookies recipes together. By doing this, brands could help Gen Z find their tribe, generating an opportunity to connect with those not currently looking for a romantic partner.

Set The Mood

In terms of romantic relationships, brands can help forge the kind of genuine, meaningful interactions Gen Z desires by realising opportunities for young people to meet serendipitously. I can envisage Caffe Nero taking inspiration from Mercadona and launching a traffic light-esque mug colour campaign, where the colour mug you request signals to others that you’re open to being approached romantically. The popularity of youth-run communities also presents an opportunity for brand-supported meet cutes. Run clubs, sip and paint, pottery workshops, coffee tastings, and even yoga classes offer ideal settings for brands to curate these moments of serendipity that young people yearn for.

Be Their Knight In Shining Armour

Simply put, brands can play a joyous role in spreading the love by helping Gen Z dating meet fellow young people at every stage of their romantic journey: from their single era to that all-important moment of commitment.