Barclays launches Statement Dating campaign

Barclays is using dating culture to encourage more open conversations about money, launching a new social-first campaign exploring how financial habits and attitudes can shape romantic relationships.

The bank's new content series, Statement Dating, puts financial compatibility at the centre of a dating-show format, examining whether conversations about spending, saving and financial priorities could help people build greater confidence around money.

The campaign is informed by new Barclays research highlighting how rising costs are changing dating habits, particularly among younger generations.

Almost half (45%) of Gen Z respondents said increasing costs had affected their ability to go on new dates, while 27% had cancelled, rearranged or declined a date because of financial concerns.

The research also found that 40% of people would feel awkward discussing money with someone they were dating, despite 37% of Gen Z respondents wishing it was more acceptable to ask a romantic interest about their finances.

Hosted by comedian Ellie Taylor, Statement Dating uses real-life dating scenarios to explore financial red flags, money habits and expectations around spending. The format aims to make conversations about personal finance more accessible by connecting them with a familiar part of everyday life.

The campaign also highlights changing attitudes towards financial compatibility. Almost half (49%) of women surveyed said they would rule out a potential partner with a different attitude to money, compared with 34% of men.

Financial independence was identified as the leading financial green flag, selected by 38% of respondents.

Seema Sachdev, Head of Customer at Barclays UK, said money was increasingly shaping how people date, who they pursue and how relationships develop.