DATING TRENDS BUILD BRAND LOVE FOR PLENTY OF FISH

Are you read to smash the Date-triarchy or try a bit of Contra-dating in 2024? UK singles are, according to our latest campaign for dating app, Plenty of Fish, which uncovered the top trends set to shape the UK dating landscape over the next year.

Bringing a new meaning to ‘it’s not you, it’s me’, our research revealed singles are less inclined than ever to settle for the relationship norm (Smashing the Date-triarchy) whilst many more are broadening their horizons and dating outside of their usual type (Contra-dating). And a whole bunch of us are taking our first dates to the same place every time just because of the comfort of familiarity (Groundhog Day-ting).

The campaign, now in its seventh year, aims to help British singles define their shared experiences, drive awareness, and position the dating app as a low-pressure, welcoming destination for singles to find love.

Partnering with TV’s Married at First Sight star, Sophie Brown, to provide dating tips and advice aimed at helping UK singles navigate modern dating drove noise on social, while one to one briefings with news and lifestyle media and a power-house sell-in team  generated 192 pieces of coverage in just two days. What’s not to love about that?

Married at First Sight star, Sophie Brown