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We may not be in an economic recession just yet. But GenZers and Millenials have been claiming on social media that a so-called “crush recession” has already emerged. It’s a drop in “interest rates,” meaning a major downturn in people’s enthusiasm and optimism about having crushes — and in dating in general. Now, the term “crush recession” is not an official one by any means, and there’s no official body that determines whether and when we enter such a recession and when you might want to put your love into a high-yield savings account as a precaution. Nevertheless, it does help to know when there is such a perception out there and what to do about it.
Is There Really a Crush Recession?
When it comes to economic recessions, in the U.S. the National Bureau of Economic Research (NBER) is the official arbiter. This body defines such a recession as a significant, widespread decline in economic activity that persists for more than a few months. If you are looking for a dating equivalent of the NBER, you’ll be looking for a long time. There aren’t measures such as nonfarm dating activity or number of times people are saying, “Do you like raisins? How about a date,” to track dating enthusiasm. However, surveys have suggested that dating enthusiasm has indeed been dropping. For example, the 14th Annual “Singles In America” from 20205, a survey of 5,000 singles released by the Kinsey Institute in partnership with Match, found that 53% of singles reported dating burnout, 46% percent took breaks from dating to recharge, and 63% noticed more passivity in making the first move. Data have shown that dating app use and marriage rates have been falling as well.
What May Be Causing a Crush Recession
There are concrete reasons why there might be a so-called crush recession. One is right on the money. I’ve written previously about dateflation — how rising prices over the past year have made many aspects of dating a lot more expensive and thus less attractive. At the same time, stagnant wages, unemployment, or the lack of a steady income may be crushing the ability to cover these higher expenses.
Another thing being stressed on social media is the stress that’s pervading much of the U.S. right now. A Gallup Poll showed that optimism among Americans in 2025 fell to a record low. And stress and pessimism can be like sweater vests when it comes to their effects on libido and attraction.
Then there’s frustration with how dating works these days—troubling trends like dating app fatigue and the rise of situationships. The argument is that such trends have sucked the romance out of dating and made it seem more like shopping for toilet paper, underwear, or some other commodity. Swiping through a bunch of dating profiles that all seem to say the same thing — “fluent in sarcasm,” “work hard, play hard,” “I love to laugh,” “partner in crime, “don’t want drama” — can sort of swipe away one’s enthusiasm for dating.
How a Crush Recession Might Affect Your Dating
So what then should you do about a crush recession, assuming that you don’t have unilateral power to raise people’s interest in dating? It does help to know that this may be going on so that you don’t necessarily take any jaded and less-than-enthusiastic attitudes personally. Of course, it will remain important to distinguish between those who are a bit down on dating in general and those who are down on you specifically. Don’t assume that when he or she says, “The bar was already on the floor, and you still showed up with a shovel,” it’s due simply to crush recession.
Remember: Any trend may not necessarily apply to you. Just look at economic downturns in the past. The Allstate company, for example, started during the Great Depression; Amgen, Genzyme, and MTV during the 1980s recession; and Slack, Uber, AirBnB, and WhatsApp during the 2008 recession.
In the same manner, cut yourself some “Slack” when it comes to dating, Just because many people around you may seem down on dating doesn’t mean that any romantic attempt of yours will go down as well. Being pessimistic can become a sefl-sabotaging and self-fulfilling prophecy. Instead, stay open to possibilities and, as my medical school apartment-mate used to say, cautiously optimistic. You probably haven’t heard too many people say, “Yeah, times were tough but what really got me through everything was my pessimism.”
Make Appropriate Adjustments in Your Dating
This doesn’t mean that you shouldn’t make any adjustments in your dating approaches, though. Don’t act like the main character on The Bachelor or The Bachelorette and assume that everyone else will automatically adapt to you. After all, during economic recessions, even Warren Buffet didn’t stick to the same spending habits, expectations, and goals. Similarly, during a crush recession, while you shouldn’t change who you fundamentally are, consider the following tweaks:
- Opt for less expensive dates: Rather than breaking the bank, maybe go for a stroll along the river bank.
- Change your expectations of dating: Again, don’t expect people to be all hyped or amped up during dating. There may be some bumps and even some pessimism. So, don’t fret if you and a date are not singing Taylor Swift’s “Love Story” by the end of the night.
- Change your goals for dating: Rather than being laser-focused on finding “The One,” maybe your goal is more to simply meet and learn about different people. In the meantime, you might find that the right match for you comes in an expected package.
Again, it will be more important than ever to say authentic so you don’t waste time and energy with the wrong people. But these tweaks can help keep interest rates high, so to speak. Plus, you never know: Someone you may not have any interest in initially may end up crushing it.
