Category
Lifestyle
Assisted Choices
Trend cluster
Category
Empowered
Match-Making
Dating apps evolve to offer more empowering & thoughtful experiences.
3.8
Trend score
Trend
What is the Empowered Match-Making trend?
Empowered Match-Making: While online dating has become much more mainstream, fears around catfishing, insincerity, and ill intentions continue to circulate. As a means to give users more confidence, dating apps are turning to elements of empowerment and education to shine the spotlight more on the individual themselves as opposed to their potential romantic partner. From activations that focus on work-life balance to those that speak to female empowerment, these match-making services realize the importance of not only providing a potential partner but enlightening the user themselves to feel more appreciated, educated and enlightened.
Trend themes
Themes within the Empowered Match-Making trend
Three behaviours holding the trend together01
Empowering Dating Experiences
Dating apps are empowering users by providing experiences that focus on personal growth, work-life balance, and female empowerment.
02
Controlled User Engagement
Dating apps are creating features that give users more control over their engagement, allowing them to choose how they interact with others on the app.
03
Personalized Dating Resumes
Dating apps are moving away from emphasizing profile photos to helping users create personalized webpages for one's romantic life.
Industry implications
What the Empowered Match-Making trend means for industry
Where the trend changes the playbookFor
Technology
Innovation in technology is driving improvements in dating app experiences.
For
Marketing
Dating apps are investing in marketing to build brand presence and connect with users in the real world.
For
Social Media
Dating apps are using social media to create dating resumes and connect users across platforms.
Workshop question
What can your brand to do make your consumers feel more empowered and enlightened?
Trend signals
Trend signals for Empowered Match-Making
Trend score 3.8 out of 10, from popularity 65%, activity 42%, freshness 8%.
Popularity65%
Activity42%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Empowered Match-Making trend
4 featured examples from Feb 15 to Mar 20, 2018CategoryMarketing
Empowering Women-Focused Installations
Bumble's SXSW Activation Focuses on Real Life Connections
Creating specialized activations and spaces for women at events like SXSW opens up opportunities for event planners and experiential marketers to cater to specific demographics.
CategoryLifestyle
Dating App Co-Working Spaces
Bumble Hive LA Invites People to Work and Mingle
Opportunity to design innovative physical experiences for brands to connect with their target audience.
CategoryTech
Engagement-Focused Dating App Updates
The 'Ladies First' Tinder Update is Similar to Bumble
The 'Ladies First' update highlights the need for dating apps to prioritize user agency, safety and inclusivity.
CategoryLifestyle
Resume-Style Dating Services
'Apply to Date' Lets Social Media Users Put Together a Dating Resume
The 'Apply to Date' app transforms the online dating industry by introducing a resume-style approach to connecting with potential partners.
