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Paper Doll Bride With no Face
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THERE GOES THE BRIDE

America’s marriage rate has been dropping for years — don’t expect Gen Z to change that trend

As marriage rates continue to fall, analysis from Pew Research Center indicates even fewer I do’s in the next generation.

Millie Giles

Though the right to marriage is something America’s political system actually agrees on, new research suggests that young people aren’t so wedded to the idea of tying the knot themselves.

Maybe they’re already fretting about the cost, or maybe they’re more concerned about bad grades than bridal parties, but new analysis of survey data from the University of Michigan conducted by Pew Research Center found that high schoolers in the US today are far less likely to express interest in marriage than previous generations.

Indeed, just 67% of 12th graders in 2023 said they were likely to get married one day, compared with the 80% reported three decades before, while the share who said they were most likely to not get married at all nearly doubled to 9% over that period.

Young Americans marriage rate
Sherwood News

This tracks with a long observed decline in US marriage rates, per Census Bureau data cited by USAFacts. At the most recent count, in 2024, the share of married households was only 47.1% — slightly above the all-time low of 46.8% recorded in 2022.

Without a hitch

At the same time, the US is also seeing fewer separations: the number of divorces per 1,000 married women plummeted to 14.4 in 2023, down from its 1980 peak (22.6). So, if messy marriage breakups aren’t as probable, how come young people today are less drawn to going down the aisle?

The same Pew survey found that while the share of boys expressing a desire to marry has remained “virtually unchanged,” girls in 2023 were far less likely to say they thought they’d get married one day than those in 1993 (61% vs. 83%) — which, much like falling birth rates, could be the result of a whole host of personal, political, or pay-related reasons.

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OpenAI set to air a minute-long Super Bowl ad for a second consecutive year, per WSJ

OpenAI is expected to broadcast a lengthy commercial at Super Bowl LX, The Wall Street Journal reported Monday.

Having aired its first-ever paid ad at last year’s Big Game, the ChatGPT maker is set to take another 60-second ad slot during NBC’s broadcast on February 8, according to people familiar with the matter.

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Tamagotchis are making a comeback, 3 decades after first becoming a global toy craze

If you were a ’90s kid, you might remember the craze around little egg-shaped toys with an 8-bit digital screen, displaying an ambiguous pet-thing that demanded food and attention.

Now, on the brand’s 30th anniversary, the Tamagotchi the Japanese pocket-sized virtual pet that launched a thousand cute and needy tech companions, from Nintendogs to fluffy AI robots — is making a minor comeback.

Tamagotchi Google Search Trends
Sherwood News

Looking at Google Trends data, searches for “tamagotchi” spiked in December in the US, up around 80% from just six months prior, with the most search volume in almost two decades.

While the toys are popular Christmas gifts, with interest volumes often seen ticking up in December each year, the sudden interest might also have something to do with the birthday celebrations that creator and manufacturer Bandai Namco are putting on, including a Tokyo exhibition that opened on Wednesday.

Game, set, hatch

More broadly, modern consumers appear to have a growing obsession with collectibles (see: Labubu mania), as well as a taste for nostalgia (see: the iPod revival, among many other trends).

But, having finally hit 100 million sales in September last year, the brand itself is probably just glad to exist, giving a whole new generation the chance to experience the profound grief of an unexpected Tamagotchi death.

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