‘I’m looking for a man in finance” goes the viral TikTok song of the summer. And it doesn’t mean my version – standing in the only bank branch for miles that hasn’t become a Costa, looking for someone, anyone, with a lanyard, a tablet and a can-do attitude to sort out my direct debit problem. “Trust fund, 6’5”, blue eyes,” continues the hook. If you haven’t heard it yet, click with caution: it’s a weapons-grade earworm.

It was originally a joke – its creator, Megan Boni (@GirlonCouch), told Today.com she was mocking women who complain about being single while having absurd non-negotiables in a prospective partner. But it’s become, among other things, an (arguably) sincere anthem for girls who genuinely want to date private equity giants in quilted gilets.

Because that’s a trend, apparently: influencers are encouraging young women to date rich, to let themselves be taken care of by a “provider” and to embrace a “soft life” (pursuing hobbies, travel, self-care, having a nice home) without financial responsibilities. New York magazine recently featured........

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