Couples

Ahead of Valentine’s Day, Tinder has partnered with food brand Knorr to encourage users to highlight cooking skills on their Tinder profiles. A whopping 93 percent of Gen Z Tinder users find a date’s ability to cook attractive.

According to Design Rush, the new campaign encourages Tinder users to “unlock their green flag” by touting their ability to cook in profiles and hopefully sparking conversation. Knorr is also helping Tinder users get inspired by offering recipes and cooking tips on TikTok and Instagram leading up to Valentine’s Day under the campaign hashtag #UnlockYourGreenFlag.

According to the joint press release, Knorr and Tinder conducted a study of users to find that 63 percent are more likely to swipe right on someone with cooking listed as interest. And about 28 percent of singles said they won’t consider dating someone who can’t cook.

Dating apps may be inadvertently helping contribute to greater income inequality, according to a new economic study.

According to The Independent, researchers at the Federal Reserve Banks of St. Louis and Dallas and Haverford College found that at least half of the rise in income inequality between 1980 and 2020 can be attributed to changing preferences and the rise of online dating. Because of how easy it is to filter based on preferences, people are more likely now to marry someone in the same socioeconomic bracket than they were before.

According to The Independent, researchers specifically tracked education, race, income, skill level and age of recently married people between 2008 and 2021, as dating apps became more popular. The findings suggest that people are marrying someone more like themselves than they were likely to in earlier years, which the researchers have tied to half of the increase in household income inequality during the same period. When higher-earning people couple up and lower earners do as well, it grows the disparity.

Bumble is giving 50 couples who met on its app a free wedding in Las Vegas.

According to People Magazine, the company announced its plan to celebrate couples who met via its platform with a free wedding, travel included. For one weekend, Bumble has rented out the famous Little White Chapel in Las Vegas and is turning it into a branded wedding venue for 50 lucky couples.

The chapel itself will be decorated in Bumble yellow, which the company is calling Little Yellow Chapel for the wedding weekend. The famous venue has hosted many celebrity weddings, including Jennifer Lopez and Ben Affleck in 2022, as well as Joe Jonas and Sophie Turner in 2019, according to People.

Image: Tinder

Tinder has debuted several new graphics and video spots to appeal to Gen Z daters in a new global ad campaign launched this week.

The campaign rolled out in time for “Dating Sunday,” or as some call it, the Superbowl of the dating app industry. The first Sunday of January is the busiest day for dating app traffic and companies like Tinder expect this year to be no different.

According to AdWeek, Tinder has reported the number of messages sent across the app surges by 22 percent on Dating Sunday, and likes increase by 18 percent. Dating app’s busiest season extends from Dating Sunday through Valentine’s Day, when people are making New Year’s resolutions to find love.

Image: eharmony

eHarmony has released the dating trends it expects to see in 2024, based on its extensive annual survey of users, including new perspectives on what it means to date someone who’s “out of your league.”

The study also reveals changing attitudes about asking dates how many people they’ve slept with, and shares the biggest love life regrets of users and how they can impact dating habits going into the new year.

According to eHarmony’s press release (local copy), different generations have different perspectives on what “out of your league” means. Among Gen Z daters, 68 percent define it in terms of physical attractiveness, 43 percent professional success, and 42 percent financial stability. However, when it comes to what they look for and value in a partner, the top quality is emotional intelligence (28%) followed by humor (23%) and intelligence (16%).

Several China-based dating apps have added location trackers as a premium feature to boost revenues, but it’s also boosting suspicions among users.

According to South China Morning Post, some of these features include real-time location tracking, daily check-ins with partners, and allowing your partner to check your phone usage. In theory, the idea is to increase transparency and build closer connections between partners, but in reality, the features are causing more tension between them.

Understandably, this trend has sparked controversy, especially among those who already have partners who are suspicious of their behavior. The features can be quite intrusive, including a subscription that allows mutual sharing of smartphone usage time, battery level, network status and screen unlock history. It is not clear how knowledge of these particular features contributes to improved relationships. In fact, they seem to be exacerbating existing problems in relationships.