Back in my day (yes, when dinosaurs roamed the earth) generally the most common way to meet someone, outside of work, was down the pub or in the nightclub - but as the internet increased its death grip on society, more and more people switched to the digital space to find partners and love.
But now according to data from Ofcom, the top 10 dating apps saw a fall in users of nearly 16% in November 24 and a study in the US said college students and other Gen Zers were turning their backs on online dating.
All of which, considering that today is Valentines Day, should spell good news for pub operators.
Generally, our sector has struggled to connect with the younger generation, a group that we hear is eschewing traditional socialising and turning their backs on drinking and pubs.
However, all is clearly not rosy in the digital garden either, and if younger people are switching away, and looking for more authentic, analogue opportunities, then pubs should be in prime position to capitalise on that.
Now, clearly it’s probably a bit too late for Valentines Day this year, but it’s certainly an opportunity to explore.
Apparently speed dating is an activity that’s growing increasingly popular, so why not look to host your own event and pull in some new punters.
If operators can get younger people over the threshold and engaging with them in different and new ways, that could spark a re-engagement with that lost generation - a chance to show them what they’ve been missing out on by avoiding the pub.
And if you can hook them up with a life partner at the end of the day, you’re creating a whole new generation of superfans that will keep coming back for more.
So come on guys, get those roses out, light the candles - love is in the air!