Online dating has become a global phenomenon within contemporary society with one in five relationships now starting online (Match.com, 2010) and Tinder ranking the third most popular online dating service in the UK (Statista, 2017). Clearly, wider societal changes are forcing the dynamics of social relationships to adapt. Thus, this contribution will explore and assess how contemporary consumerist values, technological innovations, and increased individualisation have come to influence our private sphere.
