Gen Z redefines romance in evolving dating landscape

In the ever-evolving landscape of digital interactions, one prominent phenomenon has taken centre stage — online dating.

A seismic shift is under way as the once-niche space of digital matchmaking has transitioned into the primary conduit for new connections among singles. Recent data underscores the pervasiveness of this trend, particularly among the Gen Z (18 to 25-year-olds) demographic.

Dating apps have become a bona fide stepping stone into the dating pool for many singles, with Tinder standing out as the number one most-downloaded dating app among Gen Z. 

Online dating has solidified its position as the most prevalent method for singles to establish fresh connections. According to Statista, since October 2022 the Tinder app accounted for a considerable 32% of the online dating market share in Africa.

Authenticity is the key

During the inception of Tinder, the 18 to 25-year-olds were categorised as millennials — an era marked by the flourishing age of apps. However, it was also a time when online dating platforms were more intricate and less user-friendly.

Tinder revolutionised the process of making new connections, simplifying the act of approaching someone at a party, on campus, or in a public space into the intuitive gesture of a “swipe right”.

This innovation streamlined the process of meeting new people, rendering it straightforward and unexpectedly enjoyable.

An intriguing shift occurred as millennials transitioned into older age groups, ceding the spotlight to Gen Z. These digital natives found comfort in the online space and rejected the notion of meticulously curated profiles or heavily filtered photos. They also discarded the need for dating mind games. Over half of surveyed millennials concur that dating among 18 to 25-year-olds is now healthier than during their own youth.

With Gen Z, a new set of relationship priorities emerged, focusing on honesty, open communication, and a commitment to mental wellbeing. This shift has given rise to a renaissance in the world of dating, largely driven by Gen Z — who comprise more than 50% of Tinder's user base.

They possess more self-awareness, openness and flexibility in their perceptions of gender, sexuality and dating compared to any preceding generation. These contemporary daters are transforming the dating landscape by discarding rigid timelines, conventional societal expectations and self-imposed pressures for conventional labels. Instead, they embrace a low-pressure approach to dating, unveiling meaningful relationship possibilities.

For Generation Z, Tinder represents limitless potential. Whether an interaction lasts a day, night, or a lifetime — young singles prioritise the experience over traditional notions of commitment.

Today's young singles are pursuing a deeper connection than the conventional concept of a “hookup”. For instance, a long-term relationship ranks as the most sought-after relationship goal on Tinder. About 40% of Tinder users employing the “Relationship Goals” feature indicate their intent to find a lasting partnership on the app.

A research paper titled Social Media and Everyday Life in SA by Tanja Bosch explores how South Africans use various social media apps as part of their daily lives. Bosch's research has shown that despite negative perceptions of the app and despite it functioning as a smartphone game — “many South Africans use Tinder because they believe they will find long-term romantic partners”.

For Generation Z, dating implies a sense of seriousness and a journey with a defined goal, in contrast to older generations who perceive dating as a more casual endeavour — devoid of a fixed outcome.

Young singles now prioritise cultivating friendship as a foundation, alleviating pressure and eradicating expectations. Gen Z is not rejecting the desire for romantic relationships; they are simply redefining them. 

Even though the top three priorities for 18 to 25-year-old singles are companionship, friendship or a “situationship,” 64% acknowledge the emotional uplift that accompanies a romantic relationship.

Gen Z has emerged as the torchbearer in the realm of relationships and online dating, infusing the landscape with their distinct blend of candour, fluidity and passion. This generation is not merely redefining dating; they are reshaping it to align with their values, aspirations and the evolving contours of the digital age.

About the author: Brendan Sterley is head of sales marketing for Entravision in Africa, an online media and ad technology business.

This article was sponsored by Entravision, a proud sponsor of the MOST Awards, which celebrate the media industry's leading players in service delivery, knowledge and innovation. 

The 2023 MOST Awards took place on September 14, click here for more information.