Source: Fortune
Summary
The rising cost of living, inflation, and tariffs are affecting Americans’ budgets, leading to a decline in discretionary spending, including dating. As a result, some Gen Z and millennials are opting for “solo maxxing,” a lifestyle choice that prioritizes independence and avoids the emotional and financial risks of relationships. According to a Bank of Montreal report, the average cost of a date in the US has increased to $189, with Gen Z spending $205 and millennials spending $252 per outing. A survey by MyIQ found that nearly half of adults aged 18-34 say being single feels more peaceful than being in a relationship.
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The numbers tell one story.
Gen Z and millennials are redefining what it means to be single, with 51% of respondents in a MyIQ survey saying independence has become more important to them over the past three years. The cost of dating is a significant factor, with 42% of Gen Z and 40% of millennials saying it’s getting in the way of their financial goals. Dating app executives are taking notice, with Match Group’s CEO acknowledging that traditional dating apps can be intimidating to users under 30.
The strategy enters a familiar phase.
Dating app fatigue is real, with 46% of respondents in the MyIQ survey saying dating apps have made relationships feel more disposable. Experts warn that solo maxxing can carry emotional costs, including loneliness and isolation.
The announcement sounds familiar.
Dating companies are adapting to the solo maxxing trend, with BLK, a Match Group-owned app, launching a campaign to help navigate the costs of dating. The real risk is when self-protection turns into permanent withdrawal, not because people do not want relationships, but because the process of finding one feels too costly.
Original observation: The cost of connection has become a luxury few can afford.
