Tinder’s ad uses a tale of caveman romance to show what dating was like before the imposition of society's rules – and likens that freedom of choice to modern dating. As people lay criticism on swipe culture, Tinder’s ad uses primitive man to redefine what counts as natural in the pursuit of love.

While dating apps have been a major disruptor in the ways we find love, Gen Yers in the UK have seemingly grown tired of swiping at a screen. Instead, many are turning back to the old ways, seeking real-life experiences and more spontaneous human interactions as they search for romance.

As swiping right has become the default in digital dating, OkCupid is reinforcing its core value of ‘substance over selfies’ with an ad campaign that reclaims the acronym DTF. By exploring the ways people get to know each other beyond the physical, it’s making a statement against hook-up culture.

Why are more and more social media users opting to post on private and ephemeral channels? How are digital dating apps clamping down on harassment? Where are Gen Z migrating to as their elders sign up to Facebook and Instagram? And why are people joining niche online communities?