The digital path to love has certainly become the norm. Beyond dating apps, Gen Z experiences love exchanges on TikTok, fueled by the creativity. Once a 1st connection is established, moving from app to app as the relationship develops is a distinct Gen Z trait (from Bumble to TikTok and WhatsApp to FaceTime, before meeting IRL).
According to Bumble, 46% of daters are ready to hit the reset button on their dating journey in 2022—and be able to love 100% with #nofilter.
Among Gen Z, there’s been a marked decrease in adhering to a gender binary, and more Gen Zers are willing to explore their sexuality. Roughly 50% of Gen Z identify as heterosexual, but many say they’re heteroflexible.
Another trend involves using horoscopes and spirituality to find love. Google searches for ‘manifestation methods’ to conjure love have increased an astronomical 15,492% in the past year. #WIKTOK has also become widely popular.
How can brands shift their values in this digitalized era of love and sexuality?
Sources: VeryWellMind, April 2021; Pacific Standard, 2019 & BBC, 2021