Category
Lifestyle
Assisted Choices
Trend cluster
Category
Dating
Collab
Popular dating apps are partnering with brands for new product experiences.
5.1
Trend score
Trend
What is the Dating Collab trend?
Dating Collab: The ubiquity of dating apps has created an opportunity for brands to get involved and start working with these companies to create new products and experiences for users. These include everything from first date kits to tongue-in-cheek moving company campaign collaborations.
Insight
The consumer insight behind the Dating Collab trend
Since dating apps emerged in easy, swipable formats, they've become extremely popular among singles around the world. The ease with which dating apps connect people has resulted in these brands having enormous reach, and people who are familiar with them are more likely to engage with brands they associate with.
Trend themes
Themes within the Dating Collab trend
Three behaviours holding the trend together01
Brand Partnerships with Dating Apps
Dating apps are partnering with brands to create new product experiences for users.
02
Inclusive Dating for Non-Drinkers
Partnerships between dating apps and alcohol-free beverage brands provide consumers with more options when it comes to dating and drinking.
03
Delivery Services as Dating Platforms
Food delivery services and dating apps are partnering to turn food deliveries into dating services by printing profiles of single people on orders.
Industry implications
What the Dating Collab trend means for industry
Where the trend changes the playbookFor
Marketing & Advertising
Brands have an opportunity to partner with dating apps and create novel experiences for users, which can boost marketing strategies.
For
Hospitality
The trend towards inclusive dating for non-drinkers presents an opportunity for hotel and restaurant businesses to expand their offerings and appeal to a wider market.
For
E-commerce
The rise of food delivery services as dating platforms presents an opportunity for e-commerce businesses to collaborate with dating apps and companies to create integrated services for single people.
Workshop question
What kind of partnership would expand the reach of your brand?
Trend signals
Trend signals for Dating Collab
Trend score 5.1 out of 10, from popularity 75%, activity 67%, freshness 10%.
Popularity75%
Activity67%
Freshness10%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Dating Collab trend
5 featured examples from Jul 19, 2019 to Feb 26, 2021CategoryLifestyle
Food Delivery Dating Services
Tinder & Deliveroo are Sharing Profiles of Singles with Food
Using online platforms to establish new strategies in the food delivery industry.
CategoryMarketing
Breakup-Supporting Moving Expense Promotions
BABE Wine and Bumble are Covering Breakup Moving Cost
Potential for disruption in the moving industry by offering breakup special packages and incentivizing moving services through promotions and collaborations
CategoryLifestyle
Matchmaking Dessert Campaigns
Bumble is Matching Dating App Users to Halo Top Flavors
Food and beverage companies are collaborating with dating apps to reach new and diverse customers.
CategoryMarketing
Dating App Flower Collaborations
Bumble and UrbanStems Launch an Exclusive Bouquet Collection
E-commerce companies, like UrbanStems, can benefit from partnering with apps, like Bumble, to offer personalized and empowering experiences to consumers.
CategoryLifestyle
Sober-Curious Dating Kits
Drinking and Dating is More Inclusive with Match and O'Douls
Online dating services like Match have an opportunity to tap into the growing sober-curious community by introducing specific features and filters for non-drinkers.
