UK Singles Increasingly Focus on Purposeful Matchups

A new UK-focused sexuality and relationships report from Lovehoney suggests that 2026 will mark a notable shift in how people approach sex, dating, and intimacy, driven by cultural fatigue with apps, economic pressures, and growing interest in holistic wellbeing. Framed as “Twenty Twenty Sex: The Year of Pleasure,” the analysis draws on multiple surveys from 2024 and 2025 to outline changing attitudes across generations, particularly among Gen Z and Gen X.

According to the report, 2025 laid the groundwork for this transition, with conversations around bodily autonomy, sexual wellness, and non-traditional relationships moving firmly into the mainstream. While Gen Z is often described as having less sex than previous generations, the data paints a more nuanced picture. Just over half of Gen Z respondents reported having sex at least once a week, only slightly below millennials. The key difference is intent: younger adults are more likely to attach meaning to sexual encounters and to prioritise emotional connection over casual experiences.

This shift has coincided with a decline in one-night stands, especially among younger people. Fewer Gen Z adults report meeting partners in clubs, a trend the report links to the closure of late-night venues, lower alcohol consumption, and practical barriers such as rising housing costs. Living with parents, which remains common among people in their late 20s and early 30s, was cited by many respondents as having a negative impact on their love lives.

At the same time, the report points to waning enthusiasm for dating apps. UK dating app usage fell sharply in late 2024, and burnout is now widespread. Concerns about artificial intelligence are also playing a role, with fears around “chatfishing” and AI-generated profiles undermining trust in online dating. As a result, in-person alternatives such as speed dating, singles events, and workplace connections are seeing renewed interest.

In other words, users are being more careful about who they date and who they hook up with – not just for their own safety, but also for practical reasons.

Technology is not disappearing from intimacy altogether, however. The report highlights growing use of AI for relationship advice and sexual wellbeing, alongside rising interest in digital companions and erotic content. While users may be more focused on pleasure, they aren’t necessarily hedonistic, being careful with when and where they focus their interest.