Dating app targets Gen Z marriage goals
Upward has shifted its focus from Christian singles to a wider group of young people seeking traditional relationships.
By Yasmin Kovalenko ·
Match Group has overhauled its Upward app to attract a new wave of young daters. The platform, which started in 2020 for Christians, now targets any single person who values traditional family structures. This move aims to capture a generation that says it still wants to marry.
The change follows a recent study on American singles. It found that 72 percent of Gen Z respondents want to get married. Another 25 percent of those aged 18 to 34 identify with traditional views on family and community. Match Group used these numbers to justify the broader appeal of the app.
Lauren DeFord, a brand marketing director at Match, explained the shift. She said the app now welcomes people who share traditional goals without needing to lead with faith. Christian singles remain central to the mission, but the brand is no longer exclusive to them.
The app works like other swipe-based platforms. Users add a faith statement and can choose new features. Chivalry Mode encourages men to message first. A Marriage Timeline tool lets users state when they hope to wed. These tools aim to make intentions clear early on.
Marketing for the relaunch uses a retro Americana theme. One video shows a man in a cowboy hat performing traditional romantic gestures. The campaign is called Wanted For Life. It leans on Western imagery to signal a return to older courtship norms.
Experts are not all convinced. Daniel Cox, a sociologist, notes that Gen Z has less clear relational priorities. He points to a drop in social and civic life that creates a hyperindividualistic culture. A survey found that 44 percent of Gen Z men had no teen relationship. Cox sees this trend as a search for a social script rather than a true cultural shift.
Other data complicates the picture. A 2023 Pew study showed that only 23 percent of adults view marriage as vital for a fulfilling life. More people cite close friendships as important. The share of high school seniors expecting to marry has fallen since the 1990s. Cox also warns that Match’s survey may skew results by including older, already-married or divorced individuals.
User reactions have been mixed. Some find the app useful for finding like-minded partners. Others are frustrated by odd profile options and user behavior. One user quit within two days, saying the experience turned her off. Another questioned why agnostics were allowed to join. The app has also faced technical complaints since its launch.
Match Group has not released active user numbers for the relaunch. The company believes the broader focus will help it grow. For now, it is betting that young people are ready to trade casual dating for a more structured path to the altar.
Source: Wired
