A recent study exploring political preferences in online dating has found that UK users aged 18 to 40 are more likely to match with supporters of the Reform UK party than those who identify as Conservative. The research, conducted by the University of Southampton in collaboration with Harvard University, used 20,000 mock dating profiles to assess swiping behavior based on political affiliation and personal details.
The study revealed a marked political divide, with left-leaning users far more likely to reject matches associated with right-wing parties. However, support for Reform UK appeared to carry less of a stigma than backing the Conservative Party. According to the researchers, profiles aligned with Reform fared better in match rates than those identified as Conservative.
Dr. Stuart Turnbull-Dugarte, one of the study’s lead authors, clarified that the trend is less about increasing appeal for the far right and more about the perception of the Conservative brand. “It’s about Conservative voters being more comfortable dating someone they disagree with on some things than dating someone from the opposite ideological camp altogether,” he said.
Psychotherapist and political commentator Lucy Beresford suggested the findings may reflect public disillusionment with the Conservative Party after more than a decade in power. In contrast, Reform, which rebranded from the Brexit Party in 2021, is still perceived as a political unknown—allowing individuals to project more favorable attributes onto its supporters.
While short-term openness appears to be growing, both researchers and commentators warned that ideological differences, particularly around values like economic policy, can present long-term compatibility challenges in relationships. Nonetheless, the data highlights shifting perceptions and the complex intersection of politics and dating among younger voters in the UK.
