Bumble, the pioneering dating and social networking app advocating a women-first approach, has today shared intriguing insights from its recent survey. The results unravel how singles, particularly those from Singapore, have dynamically shifted their expectations in their quest for a ‘great partner’ over the past half-decade.
The study highlights a definitive paradigm shift among Singapore’s Gen Z and Millennial singles. It unveils that a substantial majority of 70% have reshaped their conception of an ideal partner. Of those surveyed, a significant 43% are not inclined to date individuals who lack time for them, while 34% avoid those exhibiting toxic behaviors. Emotional unavailability and mind games are deal breakers for 31% and 28% of respondents, respectively.
Lucille McCart, the APAC Communications Director at Bumble, throws light on this transformation. She notes, “Our findings in Singapore reflect how singles have redefined dating locally, and what it means to be a great partner. As Singaporeans embrace a new approach to dating marked by open-mindedness and authenticity, we want to encourage singles to leave any toxic behaviour or relationships in the past.”
‘Kind over Matter’: The New Mantra for Singapore’s Singles
Among the participants, 81% stressed the importance of kindness over physical attributes in a potential mate. Honesty and compassion topped the list of traits defining kindness in a relationship at 53% and 45% respectively. Moreover, the respondents defined an ideal partner as someone who respects personal space and values relationship equality, with 49% and 43% emphasizing these aspects, respectively.
On examining generational preferences, Gen Z singles prioritized respect for personal boundaries (70%) and relationship equality (59%) significantly more than Millennials (46% for both traits).
The Changing Face of an Ideal Partner for Singaporean Singles
Over the past five years, the perception of an ideal partner among Singaporean singles has been heavily influenced by various factors. Past unpleasant relationships or experiences have been a major contributor (42%), alongside growing awareness of gender equality and women empowerment (38%), and pop culture representations (35%). Nearly half of the female respondents (43%) asserted that they would not entertain a partner who failed to dedicate time to them.
Whitney Wolfe Herd, the founder and CEO of Bumble, stresses the importance of kindness in dating, asserting it as a cornerstone of Bumble’s mission to foster healthy and equitable relationships. Bumble’s recent feature, “Compliments,” enables users to kickstart conversations positively, further emphasizing kindness.
‘Kindness is Sexy’: Bumble’s Campaign to Champion Kindness in Dating
To help Singaporean singles reshape their perception of attraction, Bumble, in collaboration with local actor Glenn Yong, has launched a campaign titled “Kindness is Sexy.” As singles increasingly acknowledge the significance of kindness in their dating decisions, compliments have become an essential part.
Bumble‘s survey revealed that 68% of participants deemed giving a compliment as one of the kindest actions, with a whopping 78% of Gen Z echoing this sentiment. The majority of Singaporeans (71%) confessed that receiving a compliment from a potential partner made them more interested in the person. Additionally, over two-thirds (69%) reported an increase in self-confidence after being complimented.
Glenn Yong, exemplifying kindness in his interactions in the campaign video, shared, “Be kind to everyone around you and always choose kindness without any hidden agenda.” The campaign video showcases the role of compliments in initiating conversations.
This evolution in Singapore’s dating scene presents a new wave of romantic dynamics emphasizing kindness, respect, and equality. Bumble, with its user-centric features and campaigns, continues to nurture this progressive relationship culture.