# Empowered Match-Making Dating apps evolve to offer more empowering & thoughtful experiences. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Aug 24, 2018 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/empowered-matchmaking ## Key Figures - Trend score: 3.8/10 - Evidence articles: 4 ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Feb 15 to Mar 20, 2018 - Published: Aug 24, 2018 - Patterns: [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Experience](https://www.trendhunter.com/megatrend/experience), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe ## Themes within the Empowered Match-Making trend ### Empowering Dating Experiences Dating apps are empowering users by providing experiences that focus on personal growth, work-life balance, and female empowerment. ### 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. ### Personalized Dating Resumes Dating apps are moving away from emphasizing profile photos to helping users create personalized webpages for one's romantic life. ## What the Empowered Match-Making trend means for industry ### For 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 for Empowered Match-Making Trend score 3.8 out of 10, from popularity 65%, activity 42%, freshness 8%. - Popularity: 65% - Activity: 42% - Freshness: 8% ## Examples of the Empowered Match-Making trend 4 featured examples from Feb 15 to Mar 20, 2018. - [Empowering Women-Focused Installations](https://www.trendhunter.com/trends/bumbles-sxsw-activation): Bumble's SXSW Activation Focuses on Real Life Connections (Category: Marketing) Implication: 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. - [Dating App Co-Working Spaces](https://www.trendhunter.com/trends/bumble-hive-la): Bumble Hive LA Invites People to Work and Mingle (Category: Lifestyle) Implication: Opportunity to design innovative physical experiences for brands to connect with their target audience. - [Engagement-Focused Dating App Updates](https://www.trendhunter.com/trends/ladies-first): The 'Ladies First' Tinder Update is Similar to Bumble (Category: Tech) Implication: The 'Ladies First' update highlights the need for dating apps to prioritize user agency, safety and inclusivity. - [Resume-Style Dating Services](https://www.trendhunter.com/trends/apply-to-date): 'Apply to Date' Lets Social Media Users Put Together a Dating Resume (Category: Lifestyle) Implication: The 'Apply to Date' app transforms the online dating industry by introducing a resume-style approach to connecting with potential partners. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)