Inflation and other economic woes are impacting all aspects of American life. But one area that has not received as much attention is the wild world of dating and relationships.
The economy is not only affecting people’s grocery bills, it’s also changing how Americans approach romance. Amid ongoing economic pressures, a new dating trend called “microromancing” appears to be gaining traction, according to married dating service Ashley Madison’s 2026 Trend Report.
The report found that “inflation affects their approach to relationships the most” for 27 percent of those surveyed. About 33 percent of women indicated the economy impacted their dating relationships compared to 27 percent of men.
As economic problems persist, people are rethinking romance.
A “microromance” is characterized as a brief, emotionally intense romantic connection that prioritizes the present experience over future commitment. To put it simply, more people are looking for the here and now rather than a long-term committed bond.
A microromance can last anywhere from a few hours to several weeks. They focus on chemistry and emotional intimacy in the moment, typically occurring during travel, at events, or through chance encounters.
These relationships may or may not include physical intimacy. But the defining feature is that both parties agree that the relationship will have a natural endpoint, which alleviates the pressure to build toward something more serious like marriage.
In essence, people can enjoy the benefits of a temporary, deeper connection “without the pressure of riding the relationship escalator.”
The data unearths some interesting ways Americans are embracing microromances to deal with economic stress.
About 49 percent of Ashley Madison’s members “seek out additional relationships in addition to their primary one” when experiencing financial problems. They pursue these connections “in pursuit of positive feelings or escape (for example, the thrill of meeting someone new).”
It appears to be a form of dopamine chasing, in which people seek out experiences that will generate positive emotions.
Women appear to be leading this trend. The survey found that female members were “significantly more likely at 50% compared to 43% of male members” to seek additional relationships while dealing with financial stress.
The rise of microromances could portend several shifts in America’s understanding of dating and relationships.
When inflation makes it harder to afford to go on dates, maintain separate households, or plan for marriage, it creates an environment in which low-stakes connections focused on the present become far more alluring than traditional methods of dating. Microromances require less financial commitment than conventional dating while still providing a degree of emotional fulfillment.
It’s also worth noting that women are increasingly reassessing the value of traditional relationships, according to the study. If more women turn to romance as stress relief rather than a way to find one’s life partner, it could drastically reshape dating.
This trend could also signal that Americans are becoming more accepting of what the study calls “emotional diversification” in which people choose multiple partners to meet specific needs.
For example, a woman’s husband might meet her financial and security needs while she might have another partner to meet her social or sexual needs. Indeed, the study found that 41 percent of Ashley Madison’s users embrace this concept.
However, it is not quite clear whether microromances are a temporary response to a difficult economy or a permanent evolution in how people approach intimacy. But either way, it’s not a positive trend for society.
There have always been people who question tradition — especially when it comes to romance, gender roles, and other societal norms. But the notion that people should have multiple romantic partners to fulfill different needs belies the reality that no one person can ever fill 100 percent of a person’s desires.
In reality, this trend is encouraging people to jettison the idea of a committed relationship in favor of a romantic free-for-all in which people embrace a type of polyamory that tends to lead to more broken hearts.