Lovescapes and Hellscapes: Dating in 2025

With love in the air today, it’s the perfect time for 52INSIGHTS to dive into all things romance, connection, and, yes, even disconnection. From dating apps dominating our screen time - to social media and financial realities shaping our perceptions, and now AI chatbots and lovebo entering the mix amidst a growing loneliness epidemic, there’s no denying that modern love is more complex than ever. Let’s unpack it all.

VALENTINE’S DAY 

It’s a love-it-or-hate-it season—literally. Valentine’s Day isn’t for everyone, and let’s be real, the loudest critics tend to be the newly single or those totally over the whole love thing. With 69% of Gen Z identifying as single in 2024 (according to GWI), this year’s Valentine’s Day isn’t exactly starting off with hearts and rose 

But that doesn’t mean people aren’t celebrating. Around 40% of singles are flipping the script—choosing to create unique experiences, spend time with loved ones, or treat themselves. Add to that the rise of Galentine’s Day on February 13, a celebration of female friendships popularised by Parks and Recreation’s Leslie Knope in 2010. With over 6.7 million TikTok posts under “Hosting A Galentines Party,” young people are embracing platonic love and connecting with friends like never before. 

“West Coast Cooler understands the power of friendship. Our West Coast Cooler brunches and events are ways to raise a glass in celebration of friendship, giving us the perfect opportunity to take some time out and come together to make lasting memories with our nearest and dearest pals. Whether it's Galentine's Day or any day, friendship is always worth celebrating.“ - Sean Noonan, marketing manager, Irish Distillers Pernod Ricard 

With the rise of ‘Galentine’s’ celebrations and a shift from Valentine’s Day being solely about romantic love to celebrating love in all its forms, one thing remains constant—we’re still spending big. In Ireland alone, Valentine’s Day spending is projected to hit €50 million, with couples shelling out an average of over €300. Still looking for gift inspo? TikTok is your friend with “Valentine’s gift for BF” and “Valentine’s Nails” searches on the rise.

HOW IS ROMANCE SHAPING UP IN 2025?

AI as a Solution to the Loneliness Epidemic? 

Last Valentine’s Day, we broke the news that The World Health Organization had launched a Commission on Social Connection, to combat the epidemic of loneliness, which can be as bad for people’s health as smoking 15 cigarettes a day. This year we're here to tell you, it's only gotten worse with around 33% of adults globally report feelings of loneliness, with younger adults (ages 18–29) being particularly affected. Similarly, according to a 2024 Irish market report, one third of Irish adults describe themselves as lonely or isolated. The report highlighted key factors contributing to the rise in loneliness as the death of IRL spaces and the intense demand for productivity at the expense of interpersonal connection. 

Loneliness has traditionally been linked to older age groups, but recent reports suggest it follows a U-shaped curve, with young adults experiencing levels of loneliness comparable to those of older adults. 

The void left by the loneliness epidemic is helping AI companions like Replika and Character AI become a go-to for teens seeking emotional support and even simulated relationships. Always available, non-judgmental, and tailored to individual needs, these AI “partners” are filling the gap left by a lack of real-world connection. 

But while AI offers short-term comfort, it raises big questions about the safety of poorly moderated chatbots with disturbing outcomes of these relationships already coming to light. For now, though, it’s clear: in a world struggling with disconnection, AI is increasingly stepping in where traditional relationships fall short. 

Dating App Dilemmas: 

The dating app market continues to evolve to meet niche needs. Platforms like Club Pillar and Drybaby cater to the sober-curious, offering alcohol-free dating experiences that fost genuine connections. This comes as 39% of those surveyed in an Axios study stated that they will make sober dating a priority for 2025, the increase in intentionally seeking sober dating can be attributed to the sober curious movement worldwide. It was even witnessed back in early 2023 when dating app Bumble showed that 66% of Irish daters feel they form stronger bonds and more meaningful connections on sober dates, something dating app users sometimes struggle to fin 

Meanwhile, apps like Feeld and Hinge are gaining traction for their focus on deep compatibility and values-based matchmaking, signaling a shift away from the superficial swiping culture th has dominated online dating for years. 

These aren't the only new players in the game, with ‘Breeze’ the ‘dating app that takes online dating offline’. This app jumps on the increased desire for more meaningful offline connec with 79% of Gen Z suffering from dating fatigue - “feeling mentally and emotionally exhaust from swiping through endless profiles”. Breeze works by automatically arranging the first 

with your matches, and only opening the chat function two hours before the date. This is one of many apps popping up focused on ensuring in person connections, Timeleft - a service designed around the premise of dinner with six strangers has taken off with the platfo hosting weekly dinners in over 300 cities worldwide. 

Despite the newcomers to the market, there is an undeniable lag in interest in online dating, in the UK Ofcom revealed that the top four dating apps had seen a dip in use since 2023, with Tinder losing 600,000 users, Bumble 368,000, Hinge 131,000, and Grindr 11,000. 

“Dating apps in 2025 are a nightmare. It’s just a bunch of ghosting, dry conversations, and people who say they want something real but don’t actually mean it. Endless chat and it feels like everyone’s just keeping their options open, and I’m over here trying to have an actual connection. It’s exhausting.” - Julie, 32, Cork 

Evolving Relationship Dynamics - Will Marriage Soon be a Thing of the Past? 

With more young people looking less for ‘quick romance’ and more for something deeper—genuine connections, emotional security, and relationships that truly align with their values—2025 may be the year where dating becomes less about grand gestures and more about creating meaningful moments and connecting at a deeper level with. Enter Micro-mance—“grand gestures are out and everyday thoughtfulness is in” and Future-proofing—“assessing potential partners based on shared values, life goals, and emotional stability rather than just instant chemistry.” These nuanced approaches are all about building more authentic, intentional relationships. 

Marriage is also in flux. The dream of marriage is no longer the sole aspiration of young adults, with only 54% of those in Ireland aged 25-34 stating they plan to get married or have children. In the US, married people are for the first time in the minority. Among the many reasons for this declining interest, financial constraints are a major factor—70% of individuals in this age group in Ireland report that the cost of owning a home is causing them to delay marriage and having children. 

With online conversations sparking debates about the practicality of marriage, one emerging trend is the reappropriation of the term "lavender marriages," now used by some to describe partnerships focused on shared responsibilities rather than intimacy. These arrangements are seen as a pragmatic solution to navigating the financial and emotional challenges of modern life, reflecting a broader shift in how relationships are being reimagined. 

Embracing life without kids is also on the rise with young couples leaning into the greater financial flexibility that comes with not having kids, along with more time to invest in personal

growth and experience. ‘DINK’ status (Dual Income, No Kids) continues to increase in popularity across Europe and the US, with the aforementioned growing ‘Single’ population behind ‘Galentine’s’ increasingly leaning proudly into their status, especially high-earning females who are proudly quitting the modern world of dating. 

Television still hot for romance: 

One thing that is certain, is that our collective appetite for TV romance is still strong. If you’ve scrolled through your streamers lately, you will have noticed a plethora of reality dating shows promising to help singles meet their perfect match—or at least provide some entertainment in the process. 

In recent years, the dating show genre, previously viewed as a guilty pleasure, has surged into the mainstream. Iconic franchises like the American series The Bachelor and the British powerhouse Love Island have inspired numerous spin-offs and imitations across the globe. 

Anything goes in this space, and you don't even have to be single to get involved. The Ultimatum is the show where several couples 'break up' for a month to see if the grass is greener, but the twist is all the couples live in the same compound and date each other. Or there’s this week’s viral hit, Temptation Island, where José Carlos Montoya became an internet sensation overnight, with his campy, over the top reactions to seeing the love of his life pairing off with another contestant, sprinting down the beach screaming in anguish, “You’ve destroyed my life!” 

All are notoriously soapy, contrived, and seemingly more concerned with stirring the pot than helping contestants really find love. Love might be better found in the micro-mance moments of every day - with friends, family or someone special….

Celebrate Friendships: Friendships will always trump romantic relationships in number, so get busy celebrating friendships and fostering opportunities for new friendships to thrive. Foster Community: Take advantage of your brand's ability to foster connection, and create opportunities for meaningful, authentic connection. 

Think Beyond the Norm for Audience Segmentation: Do you really know your target audiences? Is it time to rip-up the playbook and rethink customer segmentation more in line with new relationship dynamics? 

You’re Loved: A little V Day Love note to all our wonderful clients - WE LOVE WORKING WITH YOU. May you feel the love today and everyday…