From situationships and beige flags to fruity boyfriends and black cat girlfriends (see below for definitions), the ubiquity of internet culture terminology that’s sprung up to describe the romance zeitgeist signals a pop culture reckoning with dating and relationships.

Seeking stability and consistency, 81% of global Gen Zers fantasise about monogamy (Feeld, 2024), but it’s tough out there: 43% of single people worldwide say it’s getting more difficult to find love (Ipsos, 2023). In a show of camaraderie, content creators are chronicling their bumpy journeys towards (and post) love, from dating/break-up vlogging to “cringe sharing”, with smart brands matching the romantic-but-realistic tone. 

In the US, 79% of Gen Zers and 80% of millennials feel burnt out by dating apps – levels of dissatisfaction echoed elsewhere in the world, including in the UK and Australia (Forbes, 2024; see Key Stats). In response, singles are sharing their creative alternatives for finding matches, from gaming existing apps to activity-based dating.

The online vernacular describing the minutiae of modern romantic situations is constantly shifting. We spotlight the terms with the most staying power. These terms aid in signalling shared experiences, delivering a shorthand for romantic behaviour and attitudes that’s ripe for migration into mainstream parlance, including ads, brand campaigns and scripts.

As illustrated by the popularity of BBC documentary series Couples Therapy (featuring real-world relationship counselling sessions), parsing romantic relationships’ strengths and weaknesses has become an audience preoccupation. Relationship advice and experience-bonding, earnest coaching, light-hearted relationship tests and illuminating deep dives into toxic partner behaviour are proving especially popular.

For some, the dire state of the dating scene is engendering extreme responses. From the same corner of the internet as “trad wives” and “stay-at-home girlfriends” (see Internet Trends 101: Anti-Ambition) come the “high value women” influencers, promoting subservience to secure an “alpha” male. Meanwhile, the rise of “date-me docs” (multi-page digital personal ads) represents a semi-analogue antidote to algorithm-led dating.

Audiences in their millions are complementing internet culture’s real-life romance content with romance and romantasy (romance + fantasy) fiction (as outlined in Pop Culture & Media Futures, 24/25). From relatable romcom novels to the sprawling worlds of love-and-magic multi-book series, publishing (and film/TV adaptations) is providing a hit of romantic escapism for audiences across generations.