As “cuffing season” sets in, new privately-released research suggests that eco-consciousness is playing an increasingly important role in how people choose their partners. A study released by food waste reduction app Too Good To Go, in collaboration with dating expert Paul C. Brunson, finds that sustainability has emerged as a major “green flag” in modern dating culture – particularly among younger singles.
According to the survey of 2,000 single adults across the UK, seven in ten daters now say sustainability is important in a long-term partner, with environmentally aware habits such as reducing waste and choosing sustainable food options ranking high among desired traits. However, while eco-values appear to matter deeply in theory, they rarely show up on first dates. Only one in ten respondents said they actively consider sustainability during an initial meeting.
The age divide was striking: younger daters (18–34) were more than twice as likely to prioritize eco-friendly values compared to those over 55, with 70% versus 30% respectively citing sustainability as a relationship priority. Yet habits at the dinner table tell a different story – nearly half (46%) of all singles admitted to over-ordering food on dates, a figure that jumps to 71% among people aged 55–64.
Paul C. Brunson, host of Married at First Sight UK and Celebs Go Dating, said shared values are key to lasting relationships. “Shared values are the foundation of lasting relationships, and sustainability has quickly become one of them,” he explained. “Today’s daters want more than surface-level attraction – they’re looking for someone who shares their principles.”
While the study highlights a shift toward mindful dating, it also underscores that traditional etiquette still dominates as a dealbreaker. The top turn-off? Rudeness to waiting staff, cited by 68% of respondents – and especially by women (74%, compared with 58% of men). With food being such a core part of many dates, it’s clear that people are looking at both how their partners eat and how they behave in when getting food togheter in public.
Sophie Trueman, UK & Ireland Managing Director at Too Good To Go, said food choices are an easy way to reflect one’s values. “Food is such a big part of how we connect with others, and this research shows it can also be an opportunity to live our values,” she noted. Too Good To Go, which has helped save over 500 million meals from waste globally since 2016, hopes the findings will encourage daters to bring more mindfulness – and less waste.
