From dating app fatigue to love bombing burnout, the idea of actively searching for a romantic match is rapidly declining in its appeal as the years roll on. Modern dating has become something of a chore for many single people who are tired of endless swiping and inauthentic, short-lived connections.
But is this the reason dating has gone out of style? Alongside what seems to be a universal dissatisfaction with how we find romantic love in this generation, there seems to be a shift towards a feeling that even the very act of looking for love is cringeworthy, embarrassing or just downright uncool.
We all read the British Vogue article that asked ‘Is having a boyfriend embarrassing now?’, and judging by the viral reaction to the piece, it is an agreeable sentiment that vocally endorsing dating is potentially the least fashionable thing you can do in 2026.
Here to explain the growing phenomenon, we asked celebrity dating coach and expert James Preece why the sudden shunning of dating and how we can turn the tide to start viewing the concept of romantic love in a more positive light.
Rebels with a cause
The sudden shift in the narrative around match-making has taken the internet by storm, and what was once a coveted thing idealised in every rom-com and Disney movie is now something to keep to yourself and do on the down-low.
Dating out in the open has become an unfashionable no-no, as this era’s It-girls declare the concept embarrassing, but why have we changed our minds?
James thinks it has more to do with a slow-burning out and a resistance to the state of dating in 2026. He told HELLO!: “There is so much dating fatigue and burnout in the world right now that some people are starting to rebel against the idea of it. Everyone hates dating apps so much that it’s just not cool to be swiping away endlessly anymore.
“I don’t think that dating has become unfashionable, as people still want to find love. It’s just that they want to be more private about it and don’t want everyone else interfering or commenting on it.”
Losing ourselves in the process
While dating can be exciting, it can be stressful and make us second-guess ourselves as we work for a stranger’s approval over a glass of house wine in a dimly lit bar. Of course, everyone’s experience with dating is different, but at the moment, it appears to be widely considered an untrendy pastime.
“Some people worry that dating could lead to a loss of identity – especially when it happens too quickly. It’s not so much that having a boyfriend is embarrassing, but rather forcing the idea that you have to prove it,” James surmised as the reason behind the increase in opinion that dating is cringeworthy.
He added: “A lot of the cringe factor comes down to fear. This is the fear that it will end, and you’ll face public embarrassment. Or the fear that you’ll never find someone and are destined to be alone.”
Begone the ‘hard launch’
One thing in particular that enraged the online community amidst this narrative was the overhaul of relationship posts and videos shared to social media. Online users dubbed the sharing of a significant other unfashionable and shunned the practice as being something of the past.
James weighed in on why something once beloved has become such a faux pas, and said: “I think there’s a huge underlying jealousy element that nobody wants to admit to themselves… Most people realise that dating isn’t easy, especially if the apps aren’t going as well as they hoped.
© Getty Images“So, when they see someone else happily coupled up, it’s a little irritating. Hence, the ‘cringe’ label, because, let’s face it, that’s the easy way out. For some, it’s so much easier to hide the fact that they badly want love by mocking the possibility.”
The expert continued: “If you are interested in the life of an online personality, then there’s also the slight fantasy that you could be friends or date them. If they are no longer available, it can feel like a rejection and even a betrayal.”
The future of dating in 2026
With all this in mind, what could possibly be the future for how we find romantic connections in 2026 and beyond? The expert predicts it is actually a continuation of what we have known before, but with a little more of a hush-hush attitude.
“I’m busier than ever with dating coaching clients, so I strongly believe that people are craving human connection. They are just really struggling to find it,” James said. He shared: “I don’t see them doing less dating, but perhaps they will do it a little more discreetly.
“Less posting on social media about bad dates or going to friends with questions. They will stop looking for validation from others and take things at a slower pace, which can only be a good thing anyway.”
© Getty ImagesChanging the minds of the disillusioned
Right now, the general attitude towards dating stinks, and with good reason. We are fed up with looking online for significant others. In my experience, it feels almost like window-shopping for clothes without being able to try them on for size. So, how do we change this and start creating a more appealing landscape from which to start over and date with optimism rather than pessimism?
James suggested: “We have to remember that caring about someone or wanting companionship is normal and not cringeworthy. If we want to make dating fashionable again, then we all need to stop putting pressure on ourselves.
“We have to make sure we feel safe and supported, while maintaining boundaries and having higher standards. When this happens, people feel empowered, and dating becomes a joy and not a chore.”
He concluded: “Ultimately, if you want to be successful at dating, then you need to show up one hundred per cent for it and give it as much positive energy (and action) as possible. The ones who win are the ones who were honest about what they wanted and stopped pretending they weren’t bothered.”
© James PreeceJames Preece is one of the UK’s leading dating coaches. He has been working in the industry for over two decades and has helped tens of thousands of men and women worldwide find love, build confidence and improve their relationships. His strategies and advice make sure you know exactly what to do in order to have happy, long lasting and meaningful relationships. He is the host of the ‘Love Machine’ podcast.
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