An A-Z of the Biggest Dating Turnoffs CAPITALISING ON A HIT TREND: Like riz and lowkey, the ick is a part of Gen Z's dating vocabulary. The Icktionary taps into that shared cultural moment and turns it into a collectible, giftable and endlessly shareable book. MOMENTUM AND PLATFORM: Submit Your Ick boasts 480k+ followers, a 9% engagement, and zero ad spend. And their audience isn't just scrolling, they're participating, with fan submissions 16x higher than an average write-in account. Plus, the audience is growing exponentially, having gone from 0 to close to 500k followers in just six months. RELATABILITY: 30% of adults have used dating apps. ONS, YouGov & Statista figures estimate there are between 21 and 35 million single people in the. The Icktionary taps into a vast audience.

HIGH APPEAL FOR A NOTORIOUSLY DIFFICULT AUDIENCE: No one has cracked how to package and profit from Gen Z's unique brand of dating austerity -- until now. The Icktionary gives a generation that prides itself on being self-aware and embarrassment-averse a way to safely make fun of themselves. Competition: The Ladybird Book of Dating; Block, Delete, Move On: Little Miss Shy Goes Online Dating; Overheard at Waitrose; The Little Book of Ick; The Newlywed's Instruction Manual; Tinder Translator; Modern Romance. LalalaLetMeExplain; Theresa Vogrin & Bragg, Nathan; Barratt, Aileen; Ansari, Aziz.