Gen Z women have been sharing their tips and tricks to snare a welathy husband to ensure a comfortable future, despite being financially stable in their own right.
Well-to-do young women in the UK and beyond are seeking out wealthy men so they can fulfil their dreams of having a big house, children, and a four-wheel drive, which, sadly, on a single salary today, seems unlikely.
With a cost-of-living crisis and rising house prices to contend with, feminism is slipping down the list of priorities for some, in favour of marrying a man to maintain a good standard of living.
Jemima, 31, a London-based young woman who works in the arts, told The Times: ‘I love my job, but I also want a kitchen island, a garden, and the occasional holiday. Is that really so much to ask?
With a degree from a Russell Group university and an impressive job, Jemima fulfils society’s criteria for success, yet she remains unable to secure her desired lifestyle without help.
So, how are these women finding their partners? By spending their earnings on expensive luxuries with the hopes of locking eyes with a rich man who will help to fund weekly pilates classes, exotic holidays, and a Le Creuset crockery set.
Amelia, 24, who works in media in London, told the outlet that one of the best ways to find a suitor is by signing up to Third Space, a luxury gym that can cost up to £305 per month.
The gym, which markets itself using intense shots of fitness pros that scream sex, is known in the city to be a hotspot for investment bankers and tech types, and so naturally, women like Amelia have figured them to be a good place to meet a man.
For many women, a successful career is no longer enough to fund their lifestyle, and some have shared their top tips for finding a man to do the job, including Samantha Moitzi (pictured), who advised singletons to browse one of London’s most affluent areas – Notting Hill
‘If I don’t find myself a wealthy banker by the end of this I’m quitting,’ TikTok @gabrielcollections wrote while justifying her membership.
Elsewhere, even someone as successful as Dara Huang, who has links to the Royal Family, with her ex and father to her son being Edo Mapelli Mozzi, Princess Beatrice’s husband, has revealed a way to find rich men.
The architect, boasting huge deals with brands like Joe & the Juice and a degree from Harvard University, joked on Instagram, ‘Just a small note for all you single ladies out there.
‘Go to Mayfair on a Friday around 5pm because it’s 99 per cent men flooding pubs,’ while sharing a snap of herself outside the pub as men in suits stood enjoying pints in the sunshine.
For others, their favoured methods are shopping for signet rings, as touted by Hermes Birkin bag owner Isobel Lorna, or a stroll through Notting Hill, one of London’s most affluent areas.
Degree-educated Samantha Moitzi, originally from Australia but currently in London, took to TikTok to tell her ‘single London queens’ that she was hit on by men three times during her time in the area.
‘Be alone, be wandering Notting Hill,’ the TikTok user told her followers on the lookout for men.
Elsewhere, successful AI entrepreneur Iona Carmen said she drinks at The Connaught bar in London, an exclusive setting with expensive dining options, because, in her words, it’s a ‘good place’ to find ‘high value men’.
TikTok user @gabrielscollections said of Third Space, ‘If I don’t find myself a wealthy banker by the end of this I’m quitting’
AI entrepreneur Iona Carmen (pictured) said she frequents high end spots like London’s The Connaught to find ‘high value men’
The mother of Princess Beatrice’s ‘bonus child’ and successful architect, Dara Huang, has also joked about finding rich men at the pub
While it’s all fun and games on TikTok, the dating trend is a representation of harsh times, says City St George’s sociology professor.
She told The Times: ‘Despite the rise of feminism, many young women who have ticked all the boxes they were told to are still struggling financially.’
It comes after Gen Z officially declared men in finance to be the ideal partner on TikTok, rebranding City men from bad guys to husband material with a catchy rap.
It’s no secret that men who work in the finance industry, who are currently being satirised as ‘finance bros’ on social media, have long been shunned among singletons across the globe for fear of a vacant and unfaithful partner who’s constantly working.
Films often support the notion that ‘finance bros’ are undesirable for instance, Leonardo DiCaprio’s role as the greedy stockbroker Jordan Belfort in The Wolf of Wall Street or the chilling portrayal of investment banker Patrick Bateman, played by Christian Bale, in American Psycho.
But thanks to Gen Z, the ‘finance bro’ has undergone a rebrand as Gen Z has claimed them to be ultimate boyfriend material. The movement resulted from a viral TikTok song with the lyrics, ‘I’m looking for a man in finance. Trust fund. 6’5. Blue eyes.
The song’s success was so significant it led its creator, Megan Boni, 26, who lives in New York, to quit her sales job after securing a record deal and an agent.
Megan, known as @girl_on_couch online, developed the lyrics and requested her followers to ‘make this into an actual song’ for fun.
The video quickly amassed over 38 million views, attracting impressive music deals with Polydor, Virgin Germany, and Capitol, to license her vocals to producers.
As Megan wished, her lyrics transformed into a catchy techno song when Man in Finance (G6 Trust Fund) with Billen Ted hit streaming platforms, including Spotify.
‘I haven’t slept. I feel like I’ve been blacked out for a week,’ Megan told PEOPLE about her newfound success. She added: ‘I suddenly have an agent.’
‘I have calls with major companies. I have all these DJs who want to release the first single with me, so I’m suddenly navigating the music industry,’ she added.
Indeed, esteemed DJ David Guetta, 56, went on to remix the lyrics during one of his live concerts, which Megan attended.
Zach Elgort, VP of marketing at Capitol, told Billboard that the collaboration was ‘kind of a marketing dream’. He added: ‘This project shows an evolution of how social media meets music.’
The song wasn’t the only catchy element because viewers quickly commented that now, they would like to date a man who works in finance, despite the song being satire. One said: ‘Not a want, but a need’.
‘I’m looking for a man in finance…knows banking and hedge funds, private equity I want one’, a second added.
A third wrote: ‘You wrote the song for our lives not just summer.’ A fourth said: ‘Most iconic video of 2024’.
Elsewhere, others used the soundtrack while recording their attempts at finding a man who works in finance, is six feet five inches, and has blue eyes.
For instance, content creator Leila Layzell took to the streets of Canary Warf, London, holding a sign that read: ‘I’m looking for a man in finance’ while approaching men dressed in suits and gilets.