Introduction
In recent years, particularly in Iran’s metropolises such as Mashhad, significant changes have occurred in marriage patterns, accompanied by rising divorce rates and a decline in marriage. These phenomena are influenced by structural and value-based transformations, including economic instability and cultural shifts toward individualism and Western lifestyles. While existing literature extensively lists cultural, economic, and social obstacles to marriage, there remains a gap in research regarding a systematic, data-driven prioritization of these issues and their corresponding solutions. Most previous studies present disjointed lists of obstacles and solutions without establishing a logical link between a specific problem and its remedy. Furthermore, the perspectives of “social activists”, individuals with long-term, field-based experience in marriage facilitation and NGO operations, have been largely overlooked. These activists possess unique insights into practical challenges and the changing dynamics of youth marriage. The present study aims to address this gap by conducting a phenomenological analysis of the views and experiences of social activists in Mashhad. The primary research question is:
· What are the obstacles to marriage and the solutions for countering them from the perspective of social activists in the field of family and marriage?
This study seeks to provide a hierarchical and functional classification of these factors to aid policymakers and cultural planners.



Methodology
This study is an applied research project utilizing a qualitative approach and thematic analysis. The statistical population consisted of social activists in the field of marriage in Mashhad. Participants were selected using purposive sampling with the criterion of having at least ten years of practical experience in matchmaking, facilitation, and cooperation with NGOs. Sampling continued until theoretical saturation was reached, resulting in a sample size of 18 individuals (9 females and 9 males). Data were collected through in-depth semi-structured interviews. The gathered data were analyzed using the thematic analysis method proposed by Braun & Clarke (2006) via MAXQDA software. The analysis process involved three stages: open coding, axial coding, and selective coding. To ensure the validity and reliability of the findings, Guba and Lincoln’s (1985) four criteria (credibility, transferability, dependability, and confirmability) were employed. Techniques such as member checking (review by participants) and peer debriefing were used to verify the accuracy of the coding and interpretation process.

Results
The analysis of the interviews yielded 144 initial codes, which were categorized into two groups: problems and solutions. These codes were subsequently organized into 11 basic themes and ultimately classified under five overarching themes.

Individual and Family: This theme comprises the basic themes of Knowledge and Skills, Family Dysfunction, and Psychological–Physical Factors. The most frequently identified problem was the lack of necessary psychological knowledge and skills for marriage, while family dialogue regarding the philosophy of marriage emerged as a key solution. The Family Dysfunction theme highlighted issues such as inefficient parental attitudes and a lack of familial support.
Islamic Lifestyle: This theme contrasts the Islamic Lifestyle with the Western Lifestyle. Highly frequent obstacles included unrealistic expectations shaped by Western lifestyles and consumerism. Proposed solutions focused on promoting the Iranian–Islamic lifestyle and simplifying marriage ceremonies.
Economic and Political: This theme encompasses Employment and Entrepreneurship, Economic Dysfunction, and Inefficient Governance. Major barriers included lack of employment opportunities for men and economic insecurity. Suggested solutions involved government support for easy marriage, housing provision, and economic support packages.
Participation in Marriage: This novel theme addresses NGOs and Jihadist Capacity as well as Matchmaking Challenges. Activists identified weak and ineffective NGO activities and a shortage of intermediaries (matchmakers) as key problems. Corresponding solutions emphasized jihadist cultural work to facilitate marriage and the organization of systematic matchmaking mechanisms.

The findings notably prioritized cultural and soft-warfare aspects (media and lifestyle) alongside economic factors, distinguishing this study from those focusing solely on financial constraints.

Discussion and Conclusion
The findings of this research align with and expand upon previous studies by organizing obstacles and solutions into a coherent, hierarchical model. While economic factors remain a necessary condition for marriage, the social activists emphasized cultural and cognitive factors, specifically the influence of media and the shift towards Western lifestyles. They play a central role. The study introduces two significant dimensions less emphasized in prior literature: Participation (the role of NGOs and intermediaries) and Persuasion (Media warfare). The paper suggests that resolving the marriage crisis in Iran requires a comprehensive, coordinated action plan involving families, public institutions (NGOs), governance bodies, and media. The government must address economic instability and housing, while families and educational institutions must focus on skill-building and correcting unrealistic expectations. Crucially, the media must adopt a strategic approach to counter negative narratives and promote the value of marriage. Future research is recommended to design operational intervention models based on the specific Problem-Solution pairs identified in this study.