A Dating App Is Offering ‘Chivalry Mode’ and ‘Marriage Timeline’ to Get Gen Z Married
Dating app Upward is rebranding to appeal to Gen Z singles by focusing on traditional values and marriage goals. The platform is moving away from its original Christian-only niche to capture a broader market of young adults seeking long-term commitment.
Why it matters
This shift reflects broader trends in the dating industry where apps are pivoting to address declining engagement and changing user preferences toward traditional relationship milestones.
So when she swiped on a guy’s profile that listed “a progressive donkey or a ‘Trump is King’ elephant” as his relationship deal-breaker, she was shocked. “I hadn’t expected to see a moderate libertarian” on the app, she says.
It only got more bizarre from there. There was the guy advertising his Snapchat with the username “Yaboi Blaze reallysexgod.” Another dater, for reasons she still can’t fathom, included a photo of him at a funeral, standing in front of a poster-size image of the deceased.
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