eHarmony has launched a new global campaign celebrating the everyday vulnerable and goofy moments in a relationship. Taking a raw approach, the ad aims to redefine the narrative around modern dating, embracing the idea that genuine connection stems from understanding one another on a deeper level.

From himbos to daddies to bisexual heartthrobs, mainstream ideals of masculinity are evolving, partly due to cultural shifts and social movements influenced by women. How can brands tap into these changes and create more nuanced and inclusive products and services for their audiences?

'Babygirl' has arisen as a Gen Z term of endearment for rugged yet sensitive men, like heartthrob actor Jacob Elordi – offering a tongue-in-cheek way to lovingly describe a new masculine archetype. Expectations of masculinity are shifting as people pick and choose aspects of conventional identities.

Offering an alternative to those escaping hook-up culture, Hinge succeeds by prioritizing meaningful and consistent connections. The app holds loyal users through conversation-stirring prompts, helpful filters, and an anti-swipe algorithm that urges conscious intention over temporary validation.