New dating trends revealed in Tinder’s 2023 annual report

Young singles are no longer doggedly pursuing their “happily ever after”, new data has revealed, marking a “major shift” in modern relationships.

Young singles are no longer doggedly pursuing their “happily ever after”, new data has revealed.

According to Tinder’s annual Year in Swipe – which shares “the State of the Date in 2023” – singles are less concerned about where their relationships are headed, and more interested in creating opportunities to have new memorable experiences.

“This year in particular marked a major shift where the journey is more important than the outcome,” Tinder chief marketing officer Melissa Hobley said.

“This new generation of daters is showing us what it means to date for the possibilities, freeing themselves from traditional expectations, allowing them to write their own, worthwhile stories.”

Gen Z, Tinder Australia spokesperson Kirsty Dunn agreed, “continue to usher a renaissance in dating, and this generation is certainly straying away from labels and the more traditional expectations”.

“Sixty-nine per cent of young singles agree that dating standards need refreshing to fit a more modern and diverse society,” she told news.com.au.

Young singles are no longer doggedly pursuing their ‘happily ever after’, new data has revealed. Picture: iStock

What is ‘NATO’ dating?

To any military buffs – no, it does not stand for North Atlantic Treaty Organization (at least in the context of modern love).

Instead, it’s an acronym for Not Attached To an Outcome – an approach to dating that’s been embraced by Gen Z this year, and “helps open up the possibilities of any/all connections” instead of being “fixated” on a specific endgame, Ms Dunn explained.

“Users are not ‘looking’ for anything. They’re not putting pressure on themselves, or others, by setting that expectation of only looking for a relationship or only looking for something casual,” she said.

“It’s very much in line with what we’ve been seeing over the last couple of years – particularly last year, as situationships became increasingly more prevalent.

“They’re focusing on getting to know someone, being in the present and living in the moment. They’re leaving it open-ended so that they can explore whatever path they want – which can be quite freeing and liberating.”

‘Users are not ‘looking’ for anything. They’re not putting pressure on themselves, or others.’ Picture: Tinder/Supplied

Both Tinder’s Year In Swipe and Future of Dating reports, Ms Dunn said, highlighted the different values and priorities of young singles – who focus “on what would better themselves” and seek “qualities like intentionality and transparency, with self-love and personal fulfilment, [which] has evidently spilt over into how they approach dating”.

Almost one-in-three Aussies aged 18 to 25 who use Tinder’s Relationship Type feature said they’re “open to exploring”, while 37 per cent are “still figuring it out”.

“Gen Z’s aren’t focusing on those conventional milestones like being married or having two kids and a white picket fence house by a certain age,” Ms Dunn said.

“They’re focusing on making all sorts of connections, getting to know many people, being in the present and living in the moment.”

Tinder Australia spokesperson Kirsty Dunn. Picture: Supplied

Given the ubiquity of TikTok among Gen Z, it’s also not surprising, Ms Dunn said, that another trend Tinder has identified in 2023 is users “dating for the plot”.

“I think we’ve all been guilty of thinking, ‘Well, at least it will make for a good story’,” she explained.

“And with the ‘for the plot’ trend on TikTok going viral, it was only a matter of time before users embraced the idea on Tinder.

“2023 saw ‘the end’ of goal-orientated dating, with young singles really being open to new experiences and adventures, playing up their main character energy for ‘the plot’ – which we think is iconic.”

'With the ‘for the plot’ trend on TikTok going viral, it was only a matter of time before users embraced the idea on Tinder.' Picture: TikTok

‘I think we’ve all been guilty of thinking, ‘Well, at least it will make for a good story’.’ Picture: TikTok

While this year might’ve seen the end of goal-oriented dating, Ms Dunn said it doesn’t necessarily mean “the end” of traditional relationships.

“Long-term relationships are still one of the most popular Relationship Goals on Tinder – so although we’re seeing a shift, there are still many users who value tradition,” she said.

“NATO dating has just given something that we’ve seen over man years an actual term … it simply means that daters are relieving themselves of the societal pressures and timelines that are placed on them, and allowing them to enjoy ‘the plot’ and the phase of making connections and getting to know people.”

For Gen Z, “this makes Tinder a place of possibility”.

“Whether things last for a series of messages exchanged in-app, a day, a night, or a lifetime, young singles are less focused on ‘commitment’ in the traditional sense. For this generation, committed relationships come in all forms – from monogamy to open relationships to, yes, a situationship,” Ms Dunn said.

“While Millennials may have defined ‘hooking up’ as a one-night stand, for Gen Z it’s simply part of the dating process and a way to explore a connection without the pressures of labels – not something to be ashamed of or secretive about.”