Love is pricey. Here's what young Americans are doing about it

Data: Zelle New Economics of Dating Report; Chart: Avery Lotz/Axios Rising costs are changing dating for more than eight in 10 Gen Z and millennial daters, leaving some to stop courting altogether, per new data from Zelle. The big picture: Young Americans are pushing off milestones under cost pressures — and the milestones themselves, from getting hitched to buying a home, are getting pricier once they get there. Driving the news: For younger Americans, just planning a date is a costly ordeal, with 17% of active Gen Z and Millennial daters saying they've gone into debt trying to maintain the dating lifestyle. Nearly one-third say they've gone on fewer dates amid rising costs. A smaller share, 11%, say they've stopped dating because they couldn't afford it. Members of Gen Z are more likely to split the cost of a date because of rising costs (26%) than Millennials (18%). Daters have changed strategies to lighten the cost burden — like suggesting free activities and spending more time on dates at home, which were used by 37% and 33% of active daters, respectively. The intrigue: As costs weigh on younger Americans, perhaps it's unsurprising that checkbook chemistry plays a big role in their love stories: Half of active daters say financial compatibility has at some point mattered more than romantic chemistry when deciding to keep dating someone. Men are more likely to say that than women (56% versus 45%), as are Gen Zers (53%) than Millennials (46%). But be warned: Talking money too much can kill the mood. For example, complaining about the price of everything or chatting too much about income would both give 47% of daters the "ick." What they're saying: "Dating has always come with unspoken rules, but rising costs are forcing a rewrite," Denise Leonhard, general manager of Zelle, said in a statement. "Financial compatibility is becoming part of the chemistry test. The new flex isn't running up the tab; it's reading the room, respecting the budget and showing thought." Zoom out: It comes as nearly all younger Americans (96%) reported being concerned about the cost of rent, groceries, gas or utilities, according to a recent Axios-Generation Lab poll of 18- to 34-year-olds. With the Game of Life ahead of them, high costs are leaving younger Americans struggling to even get on the board. Methodology: This online survey of 1,800 U.S. adults ages 18 and older was fielded August 14–25. Statistical testing is reported at the 95% confidence level. Go deeper: Youth poll: Thumbs down on everything

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