In 2024, there’s tons of thought and strategy that can go into dating online. While dating apps offer a convenient space to find potential partners, it’s become more complicated by the day to know just how to land a worthwhile match at all. With paywalls, roses, and Super Likes to push past while using dating apps, a common sentiment among singles is: do these apps really want us to find love at all?
Dating hopefuls are taking time to reevaluate their approach to dating as many discussions surrounding online dating are significantly influencing user behavior, particularly among Black singles. According to Jonathan Kirkland, Head of Brand and Marketing for BLK, these conversations shape the thoughts, expectations, and actions of singles and how they engage with dating platforms.
“The Black conversation shapes up the online dating world big time. We’ve seen how discussions around inclusivity, authenticity, and cultural relevance have driven more users to [dating] platforms, where they feel represented and understood,” Kirkland tells xoNecole. “But hey, it's all about personal vibes. Instead of buying into the hype, we're all about our community creating their own stories and shifting the narrative.”
How Online Dating Discourse Shapes Gen Z and Millennial Dating Preferences and Behaviors
Ilka & Franz/Getty Images
Across different age groups, distinct shifts in dating preferences and behaviors have been observed. Kirkland tells us that Gen Z prioritizes authenticity, social awareness, and online connectivity, while Millennials are focused on sharing values, pursuing their aspirations, and authentically representing their cultural identity.
These changes are not only shifting how singles are approaching the app, they’re influencing the flexibility in what was once seen as “non-negotiables" in long-term desires that are now becoming plausible considerations.
In a recent survey conducted by BLK, 100% of Gen Z and Millennials who participated in the study said they'd be open to starting a family with a friend. “It’s like, life's throwing them curveballs, and they're flipping the script on what family means,” Kirkland explains.
“Gen Z sees this whole platonic co-parenting thing as a game-changer for how we do families, making things more flexible and diverse. Millennials say it's all about building up your chosen family and locking down those intentional connections. Times are definitely changing.”
As culture evolves and social norms shift, these findings show that daters across generations are embodying a sense of adaptability in order to create the life they desire and love they deserve. That’s why we’ve tapped BLK’s Johnathan Kirkland to put us onto the 2024 dating trends that will help you win at love.
On the top trends singles can look forward to in the 2024 online dating space:
“One trend is ‘dawn dating,’ where you squeeze in dates before your workday kicks off. This offers a new level of convenience and efficiency,” he explains.
“And since it's an election year, get ready for 'partisan dating.' That's where singles prefer connecting with someone who's vibing on the same political wavelength. And with so many young voters more into the issues rather than the candidates, expect some real deep convos over policy matters.”
“Plus, we’re going to see more of a focus on looking after your mental health while you're dating. Platforms are rolling out initiatives to help you build solid relationships, while also prioritizing your own wellbeing,” he adds.
On the best icebreakers to hit a conversational flow with new matches:
Kirkland says that while breaking the ice can be difficult, one way to break the ice is to throw out questions that show your genuine interest. “Ask about their passions, where they love to travel, or maybe something cool they've experienced culturally lately.”
“It’s also nice to toss in a fun pop culture question, like, ‘So, are you #TeamMegan or #TeamNicki?’ It's all about getting that convo flowing.” he suggests. "BLK recently rolled out new profile prompts in our app last year to help spark these conversations. They're little conversation starters you can display on your profile, written or even voiced, so people can slide into your DMs without any awkwardness.”
On the best practices for users looking to connect with men who have aligned dating goals and avoid hookup culture:
“If you're on the lookout for that long-term love, you know it must be with someone who’s on the same page as you. That's where setting intentions in your profile comes in,” Kirkland shares.
“Be crystal clear about what you're after. And when you're scoping out potential matches, keep an eye out for those little signs that they're ready for something serious, too. Look for hints in their profiles, like if they're talking about their future goals or if your interests and values seem to click. But it's not all about what's written down. When you start chatting, keep it real and open. Lay it all out on the table early on—no beating around the bush.”
"Be crystal clear about what you're after. And when you're scoping out potential matches, keep an eye out for those little signs that they're ready for something serious too."
He continues, “Whether it's long-term love, a casual vibe, or just making new pals. No more wasting time on matches that aren't on the same page as you.”
On the advice he’d give to users who want to give dating apps another try, but are discouraged to do so:
“Let’s be honest. Dating apps are like any other technology —they're constantly evolving. So that app you checked out last year may have added new features, cool filters, and better ways to connect,” Kirkland says.
“If you're feeling a bit anxious about diving back into the dating app world, remember this: every swipe, chat, and date is a chance to learn something new about yourself. It's all about growth and discovery. Keep an open mind, but don't forget to set some boundaries and stay true to yourself. And if it all gets a bit overwhelming, take a breather.”
He adds, “Focus on some self-care, hit up your friends for a pep talk, or even chat with a pro if you need to. Because hey, who knows? The perfect match might just be a swipe away — so keep swiping.”
Let’s make things inbox official! Sign up for the xoNecole newsletter for daily love, wellness, career, and exclusive content delivered straight to your inbox.
Featured image by blackCAT/Getty Images
- The 2024 Dating Trends We're Marveling Over ›
- Dating Apps Are Out, Meeting People IRL Is In — And Here’s How To Do It. ›
- I Didn't Believe In Online Dating Until I Met The Love Of My Life On Tinder ›
- These Are The Best Dating Apps For Black Women — Trust Me ›
RELATED
VIEW THE FULL ITGIRL 100 LIST HERE.
Don’t forget to also check out the ItGirl Directory, featuring 50 Black-woman-owned marketing and branding agencies, photographers and videographers, publicists, and more.
THE ITGIRL MEMO
I. An ItGirl puts on for her city and masters her self-worth through purpose.
II. An ItGirl celebrates all the things that make her unique.
III. An ItGirl empowers others to become the best versions of themselves.
IV. An ItGirl leads by example, inspiring others through her actions and integrity.
V. An ItGirl paves the way for authenticity and diversity in all aspects of life.
VI. An ItGirl uses the power of her voice to advocate for positive change in the world.
Let’s make things inbox official! Sign up for the xoNecole newsletter for daily love, wellness, career, and exclusive content delivered straight to your inbox.
xoNecole sat down with Luke James to talk about his latest series and all the complexity surrounding it—from the challenges taking on this out-of-the-box role to the show's depiction of the perplexing history of the relationship between Black Americans and police. When describing the opportunity to bring Edmund's character to life, Luke was overjoyed to show the audience yet another level of his masterful acting talents.
"It was like bathing in the sun," he said. "I was like, thank you! Another opportunity for me to be great—for me to expand my territory. I'm just elated to be a part of it and to see myself in a different light, something I didn't think I could do." He continued, "There are parts of you that says, 'Go for it because this is what you do.' But then also that's why it's a challenge because you're like, 'um, I don't know if I'm as free as I need to be to be able to do this.' Little Marvin just created such a safe space for me to be able to do this, and I'm grateful for everything I've been able to do to lead to this."
Courtesy
Them: The Scare, like the first season, shines a light on the plight of Black Americans in the United States. This time, the story is taking place in the 1990s, at the height of the Rodney King riots in Los Angeles. While the series presents many underlying themes, one that stands out is Black people and the complicated relationship with the police. "For the audience, I think it sets the tone for the era that we're in and the amount of chaos that's in the air in Los Angeles and around the country from this heinous incident. And I say it just sets the tone of the anxiety and anxiousness that everybody is feeling in their own households."
James has been a longtime advocate against police brutality himself. He has even featured Elijah McClain, the 23-year-old Colorado man who died after being forcibly detained by officers, as his Instagram avatar for the past five years. So, as you can imagine, this script was close to his heart. "Elijah was a soft-loving oddball. Different than anyone but loving and a musical genius. He was just open and wanted to be loved and seen."
Getty Images
Luke continued, "His life was taken from him. I resonate with his spirit and his words...through all the struggle and the pain he still found it in him to say, 'I love you and I forgive you.' And that's who we are as people—to our own detriment sometimes. He's someone I don't want people to forget. I have yet to remove his face from my world because I have yet to let go of his voice, let go of that being [because] there's so many people we have lost in our history that so often get forgotten."
He concluded, "I think that's the importance of such artwork that moves us to think and talk about it. Yes, it's entertaining. We get to come together and be spooked together. But then we come together and we think, 'Damn, Edmund needed someone to talk to. Edmund needed help... a lot [of] things could have been different. Edmund could have been saved.'
Check out the full interview below.
Luke James Talks Ditching Sex Symbol Status For "Them: The Scare", Elijah McClain, & Morewww.youtube.com
Featured image by Getty Images
