Trend Taster: solo dating edition
In this week’s edition of the Trend Taster, we round up the snackable trends, stats and insights from around the world, including:
The future of maiden names
Adult Gap Years
Digital side hustling
Property climate threats
What is a “Death Café”?
Solo Dating
Influencers' information value
The future of maiden names
A nuanced shift is emerging in marriage name traditions, with 77% of married women versus 64% of unmarried women planning to adopt their partner's surname, signalling a generational recalibration of naming practices. Gen Z and Millennials are leading this evolution, with 65% and 63% respectively still intending to change names, but with a twist: 27% now strategically maintain their maiden names professionally while adapting personally. This trend reflects a broader cultural conversation about identity, professional branding, and individual choice in an era of increasing personal agency.
Adult Gap Years
Breaking traditional travel norms, the "adult gap year" is transforming how we view career breaks and personal exploration across generations. No longer exclusive to recent graduates, travellers aged 30-65 are embracing extended journeys that blend remote work, personal development, and immersive experiences, with one-third of gap year participants now over 30. From voluntourism to skill-based learning adventures, these travellers are challenging stereotypes by choosing authentic, budget-conscious travel that prioritizes personal growth over luxury, proving that wanderlust knows no age limit.
Digital side hustling
Digital side hustling is reshaping the American work landscape, with a new breed of entrepreneurs leveraging online platforms to create flexible income streams. Morning Consult's latest research reveals that 36% of digital side hustlers earn through social media content creation, highlighting a significant shift in how younger generations approach work. Gen Z is leading this trend, prioritizing self-expression, community, and adaptability over traditional employment models. These digital entrepreneurs are not just earning money, but redefining the boundaries between personal branding, creativity, and professional opportunity.
Property climate threats
Zillow is revolutionizing real estate transparency by integrating climate risk data into property listings, reflecting a critical shift in home-buying behaviour. With 80% of prospective buyers now considering environmental hazards—especially Millennials and Gen Z—the platform now offers interactive maps showing risks like floods, wildfires, and air quality, signalling a broader consumer demand for climate-informed decision-making. As insurance premiums rise and environmental concerns grow, this data-driven approach represents more than a feature—it's a fundamental transformation in how people evaluate property value and personal risk.
Engaging with Grief at the Death Café
At the Death Café, people gather to discuss mortality in an open, non-judgmental setting—no lectures, just conversation over tea and cake. These global meet-ups, inspired by a 2004 Swiss initiative, offer a unique space to confront death and the emotions it stirs. There are now more than 17,800 death cafés in 89 countries. Participants leave feeling more connected to life and each other, breaking the silence around a topic often avoided.
Solo Dating
Solo dating is emerging as a powerful form of self-care and personal growth, transforming solitude from a stigma into a celebrated experience of self-discovery. Driven by a generation seeking authentic connection and personal empowerment, individuals are embracing intentional solo activities—from concerts to dining out—as opportunities to develop deeper self-understanding and independence. Psychological experts like Dr. Natalie V Bailey highlight the trend's roots in cognitive behavioural therapy, emphasizing that solo dates are not about loneliness, but about building emotional resilience, challenging social anxieties, and creating meaningful personal experiences without external validation.
Influencers' information value
As digital landscapes evolve, a recent YouGov survey reveals a fascinating global perspective on social media influencers' information value. Across 17 international markets, travel emerges as the top category where influencers provide useful insights, with 60% of consumers finding their content informative. Notably, markets like Indonesia, India, and the UAE show the highest trust in influencer-generated travel and media content, while Nordic countries demonstrate more sceptical views. This trend highlights the growing role of digital storytellers in shaping consumer perceptions and travel decisions.
