THE CONTEXT
A Look Into The Future Of Japan’s, America’s, and London’s Dating Scene.
The task of this project is to help find out what the current dating scene for various countries across the globe is and take these trends to make predictions to see what the dating scene of the future might look like and how a brand like flowers directly benefits from this data.
Dating in Japan is evolving as younger generations prioritize careers, personal interests, and financial stability over traditional relationships. This has led to a rise in dating apps like Bumble and Pairs, which offer convenience and a wider pool of matches for busy individuals. Meanwhile, long-distance relationships supported by technology and the growing popularity of speed dating reflect changing societal values and new approaches to forming romantic connections.
dATING IN JAPAN
the current landscape.
Between 2010 and 2018, surveys showed that in Japan, 65.6% of women aged 18–24 and 24.4% of women aged 35–39 were single. In comparison, the rates for Britain were 41.5% and 14.0%, and for the U.S., 62.6% and 16.6%. This indicates that Japanese women are more likely to remain single as they age compared to their British and American counterparts.
Japan’s dating scene has been on the decline for quite some time now.
Social behavior trends: The Herbivore Man
The term "Herbivore Man," coined by sociologist Maki Fukasawa in 2006, describes Japanese men who show little interest in romantic relationships or marriage, though they are not asexual. Over 60% of Japanese men identify with this label, which reflects shifting cultural values and is linked to Japan’s declining birthrate and rise in virginity among young adults.
Experts suggest the trend stems from post-war societal changes, where traditional masculinity and the need to assert dominance have diminished over time. Many men in Japan become a "Herbivore Man" due to the pressures of work culture and economic instability, which make dating and marriage feel like burdens rather than goals. They often prioritize personal freedom, hobbies, and career development over traditional romantic commitments.
dATING IN AMERICA
the current landscape.
The current dating scene in America is focused on self-love and prioritizing mental health, with many singles choosing to "date themselves first," according to experts. A significant portion of people, about 36%, are not actively dating, reflecting a trend of focusing on personal growth rather than entirely seeking partners. Additionally, many individuals are dating multiple people at once and prioritizing casual encounters, motivated by a desire for empowerment and variety. Despite these shifts, most Americans feel either positive or indifferent about dating, with men showing slightly more positive sentiments than women.
Social behavior trends: Dropping the L Word
Most people in America think you should say “I love you” within four to six months of dating, with many feeling this is the right timeframe—especially among older age groups. Younger individuals, aged 18 to 26, tend to prefer saying it sooner, typically within one to three months. Experts say that when it comes to timing, it’s really about how well you understand yourself and your relationship needs, rather than what society says. The more self-aware and confident you are, the more likely you are to feel comfortable expressing love when it feels right.
Signals Of Change & Emerging Trends:
The death of Hook up culture
Hookup culture, once defined by casual and spontaneous encounters, is fading as more people seek meaningful and authentic connections. Many Hinge users have become more selective since the pandemic, with 39% now being pickier about who they date to avoid wasting time on the wrong person. There’s a growing emphasis on honesty about feelings and relationship goals early on, helping to prevent long-term heartbreak. Most singles now prioritize finding a deeper, meaningful connection, with over half seeking serious, long-term relationships. Overall, people are clearer and more intentional in their dating approach, driven by a desire to move beyond casual flings and make up for lost time.
DATING IN LONDON
the current Landscape.
The current dating scene in London is characterized by a blend of technology-driven and experiential approaches, with popular apps like Tinder, Bumble, and Hinge remaining central to meeting new people. There's a growing emphasis on authenticity, safety, and inclusivity, alongside an increase in offline events and activities that encourage genuine connections. Younger generations are favoring casual, values-based, and diverse dating options, while technology continues to enhance how matches are made and dates are arranged. Overall, London's dating culture is dynamic, diverse, and adapting to evolving social and technological trends.
Social behavior trends: Activity-based dating.
Dating in London has shifted towards more activity-based experiences, as people increasingly seek engaging and memorable ways to connect beyond traditional dinners or drinks. Activities like virtual reality experiences, outdoor adventures, and group classes are becoming popular options for couples and singles alike. This trend reflects a desire for more genuine interactions and shared experiences that foster deeper connections.
Signals Of Change & Emerging Trends:
The Rise of the Run Club
The trend has also expanded beyond the app, with running clubs described as “dating clubs” in some circles. Jamie is part of a run club in London, and says there is a fair amount of intra-dating. “People have made comments about not shitting where they eat,” he says. “But if you get a bunch of people of similar ages, they’re going to gravitate towards each other.” Run dates, he says, are a natural activity for people who’ve met via the club.
For exercise enthusiasts like Jamie, bonding over shared interests makes sense. “I think it’s nice to know that a potential future partner would also be into the same activity, and that we can do it together.”
THE FUTURE OF DATING
Japan & America
Hyper-tech intimacy future could feature romantic relationships with AI companions that learn and adapt to users’ emotional needs. People might use augmented and virtual reality to go on immersive dates with holographic partners or avatars.
Physical intimacy could be simulated through advanced robotics, haptic feedback devices, and sensory tech. In this world, emotional fulfillment may no longer depend on human interaction, blurring the lines between technology and traditional love.
London: The Rise of Activity-Based Dating Spaces
Since London values activity-based dating, businesses are creating spaces that offer engaging and memorable experiences, such as cooking classes, outdoor adventures, and interactive events. These venues are becoming popular spots where people can connect through shared activities, making dates more meaningful.
By providing diverse and unique ways to socialize, they cater to the city's trend of experiential dating. As a result, these activity-focused spaces are thriving and shaping the future of London’s vibrant and dynamic dating scene.
BRAND COLLABORATIONS
flowers direct:
In a changing dating scene, the simple gesture of bringing flowers on a first date often gets overlooked, but reviving this old tradition can still make a powerful impression. Companies like Flower Direct are bringing new life to this timeless act, proving that love can blossom in beautiful, unexpected ways.
In a world where dating’s always changing, don’t forget to enjoy the little things—because when you stop to smell the roses, you'll see love blooming everywhere around you.
flowers direct with bumble
Flowers Direct and Bumble have teamed up to make your first date even more special by offering next-day flower delivery. This collaboration helps couples reignite the timeless tradition of giving flowers as a gesture of affection and new beginnings. Now, you can surprise your date with fresh blooms just in time for that memorable first impression.