Dating apps are on the decline. After the pandemic boomapps like Tinder they have been losing users. It doesn’t help that the apps are plagued by bots and? we are increasingly lazy to flirtbut now there is a new problem: everything is so expensive that dating has become a luxury, especially for the youngest. In this context, an app has had a rather risky idea.
The promotion. They tell it in Wired. There is a dating app that is raffling off cards worth $500 in gas for those who download the app and tag three friends. Their slogan is: “Dating shouldn’t have to compete with the price of filling up with gas.”
The app in question is BLK, a dating app for black people that was launched in the US, although it has expanded to other countries such as the United Kingdom. BLK belongs to Match Group, where we also find other apps like Tinder or Hinge, and was born as a response to the racism and prejudice that black people suffer when using these types of apps.
The price of gasoline. The price of gasoline in the US, where they launched this campaign, reached a peak last Memorial Day, according to AAA data. A gallon reached $4.56, an increase of $1.30 compared to the same period last year. If we convert it to liters it is around 1.22 dollars, which may not seem like much. looking at the prices we manage on this side of the Atlanticbut it is the highest price in the US in the last four years.
The reason is what we already know: the blockade of Hormuz due to the Iran war. And gasoline has not been the only thing that has risen, food and other prices are also rising. essential goods.
Looking for a partner is expensive. According to a Montreal bank studythe cost of going on a date in the US and Canada has increased by 12.5% in 2026. The average expense, including prior personal care and gasoline, is $189. This has caused the frequency of dating to decrease and almost half of singles (47%) consider that flirting is not worth it. Furthermore, 50% of Generation Z and 40% of millennials consider that the cost of dating significantly affects their finances and prevents them from achieving their financial goals.
Quotes low-cost. The most traditional dating culture in the US is what is known as “wining and dining”, that is, going out to dinner and drinking in elegant places, with the aim of impressing the other person; This is why the cost of appointments is so high. Given this scenario, there are more and more people who are choosing to stop dating directly, but others opt for other types of cheapest plans like going on a picnic or going for a walk.
Soft-socializing. That preference for cheaper plans fits into the fphenomenon of soft-socializing, which we could translate as “soft socialization” and which generation Z has made fashionable. It consists of meeting other people, but without the pressure of organizing something very intense or very expensive: for example, meeting at home to do a puzzle, participating in a book club or watching a movie together. For many young people, it is a way to continue socializing without assuming the costs of traditional leisure.
Image | Xataka with Magnific
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