Gen Zs are breaking up with dating apps. For a generation raised on smartphones, it might seem ironic that Gen Zs are quietly falling out of love with dating apps. But the truth is, swipe culture, which once promised endless possibilities, now often leaves users feeling fatigued. Filtered pictures, performative profiles, and repetitive conversations have made it hard to connect authentically. It’s no surprise that many young people are now turning to their communities — friends, siblings, and colleagues — for more authentic recommendations.
At the centre of this shift is a renewed appreciation for shared experiences, particularly cooking. Food has become a powerful social connector, offering a natural way to show care, effort, and personality. For many Gen Z singles, cooking communicates more about compatibility than a curated bio ever could.
This is where leading seasoning brand, Knorr, stepped in as a cultural facilitator. Through its #ServingSingles campaign, Knorr encouraged people to champion their single friends who love to cook, replacing endless swipes with trusted referrals and real-life interactions. Across social media, friends nominated single friends and challenged them to show off their cooking skills for a chance to find a match for a Knorr-sponsored cooking date.
Blending food, friendship, and modern romance, the brand helped turn kitchens and good taste into meeting points for genuine connection. From event and TV host Hawa Magaji serving up her signature pasta dish on camera, to Big Brother Nigeria’s Kola Omotoso, creating his Knorr-inspired stir-fried rice and lamb chops, to travel and lifestyle creator, Tobe Ugeh, cooking his favourite go-to meal, pasta and chicken for their cooking dates, Knorr’s #ServingSingles set social media abuzz on Valentine’s Day, redefining Gen Z dating culture.
As Gen Z continues to prioritise authenticity and intention, dating is becoming less about finding “the one” online and more about being truly seen and appreciated by the people around you. In a world oversaturated with options, Knorr’s approach offered Gen Z singles a chance to build long-lasting, meaningful connections over a good meal.
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