Today, the institution of dating continues to evolve at a rapid rate with new possibilities and choices opening up particularly through online dating.
Social rules regarding dating vary considerably according to variables such as country, social class, race, religion, age, sexual orientation and gender.
Women eventually won the right to vote in many countries and own property and receive equal treatment by the law, and these changes had profound impacts on the relationships between men and women. In many societies, individuals could decide—on their own—whether they should marry, whom they should marry, and when they should marry.
Generally, during much of recorded history of humans in civilization, and into the Middle Ages in Europe, weddings were seen as business arrangements between families, while romance was something that happened outside of marriage discreetly, such as covert meetings.
In the twentieth century, dating was sometimes seen as a precursor to marriage but it could also be considered as an end-in-itself, that is, an informal social activity akin to friendship.
It generally happened in that portion of a person's life before the age of marriage, enabled dates to be arranged without face-to-face contact.
Thus, the concept of marriage is changing widely in many countries.
Historically, marriages in most societies were arranged by parents and older relatives with the goal not being love but legacy and "economic stability and political alliances", according to anthropologists.