The most-watched TV show among Gen Z is Friends, a version of dating that skips the hard parts and wraps everything up in 22 minutes. But that’s not the reality they’re living. Gen Z is navigating their first adult relationships in a world shaped by COVID-19, economic stress, and shifting social norms.
They’ve watched countless dating stories on Netflix, but few that reflect what they’re actually going through.
Why Dating Feels Different for Gen Z
That disconnect isn’t just about entertainment. It reflects a deeper generational shift. Gen Z isn’t approaching relationships the way millennials did
According to youth insights firm YPulse, young people’s perspectives on dating have evolved significantly since the millennial era. As their January 2025 Dating & Relationships Report explains, “Many young people are stepping away from traditional romantic pursuits in 2025, but they’re not entirely closing the door on making connections.”
MaryLeigh Bliss, Chief Content Officer at YPulse, adds: “Gen Z has grown up hyper-connected by technology, but they’re feeling more disconnected in dating than ever. Half of Gen Z young adults are single, but only 27% are actively looking to date. More of them are sliding into DMs than swiping right, and 67% say dating apps aren’t as good as they used to be.”
Hinge’s Answer to Gen Z’s Changing Expectations
The popular dating app Hinge saw the shift firsthand. Its data scientists identified emerging patterns in user behavior, while the marketing team heard directly from Gen Z app users through feedback and research. The message was clear: Gen Z needed a new way to think about relationships.
That insight called for more than a campaign. Hinge needed to adapt its approach to offer something Gen Z daters weren’t getting anywhere else
Building With, Not For, a New Generation of Gen Z Daters
.What Hinge heard from users and researchers became the foundation for a new strategic philosophy.
“Whether designing a product feature or collaborating with a writer, we start by listening,” said Jackie Jantos, President and CMO of Hinge. “We bring people into the process.”
That principle “build with, not for” now guides everything from product development to creator partnerships. It’s a shift away from marketing at an audience and toward building alongside the people you’re trying to reach
No Ordinary Love: Storytelling as Strategy
The clearest expression of that approach is No Ordinary Love, a storytelling series created with Dazed Studio. Now in its second season, the project pairs real Hinge couples with contemporary writers, including Jen Winston and Hunter Harris, to share dating stories that reflect the lives of young adults today. Roxane Gay, the New York Times bestselling author and professor, introduces the series
“I love that this project highlighted love stories with less-than-perfect beginnings,” said Winston. “Dating can be tough, and thinking you’re alone in that toughness can be even harder.”
Why Substack Makes Sense for Love Stories
Season two launches May 12 on Substack, where the first season also debuted. The platform was intentionally chosen for its long-form format and opt-in readership. It offers space for deeper storytelling outside the pressure of the algorithm.
“We see creators not just as partners but as peers,” said Jantos. “They know more about their audiences than we ever could. That makes them an incredible source of insight, not just amplification.”
Creators Help Hinge Shift Perception One Story at a Time
The project also features other popular Substack writers, including Upasna Barath, Tomasz Jedrowski, and William Rayfet Hunter. To bring the stories to life visually, Hinge worked with photographers, designers, and other collaborators each chosen for their Gen Z perspective.
“I love that this project highlighted love stories with less-than-perfect beginnings,” said author Jen Winston. “Dating can be tough, and thinking you’re alone in that toughness can be even harder.”
Real Impact: From Storytelling to Brand Consideration
Hinge’s strategy is already delivering results. Season one of No Ordinary Love led to a 10.5% increase in brand consideration in the U.S.
“No Ordinary Love is a great example of what branded content can be; it’s not an interruption, but a meaningful contribution to the creative ecosystem,” said Christina Loff, Head of Lifestyle, Writer & Creator Partnerships at Substack. “By supporting writers and creators as artists, Hinge is launching on Substack in a way that values creativity, trusts independent voices, and builds genuine connection with communities.”
To extend the series, Hinge is distributing printed versions through book clubs in New York and London and sharing story excerpts on Pinterest and subway ads, places where people pause.
“We think about places where people slow down,” said Jantos. “You can’t always reach people by moving faster. Sometimes, you reach them by meeting them in the quiet moments.”
Hinge knows this generation isn’t looking for fairy tales, they’re looking for stories they can relate to. That’s why the brand has partnered with creators who hold credibility with Gen Z. These storytellers aren’t promoting product features; they’re helping a generation make sense of dating and relationships
Most brands use creators to drive visibility. Hinge saw the real opportunity: collaborating with people who shape how Gen Z sees the world, not just their brand.