Category
Lifestyle
Assisted Choices
Trend cluster
Category
Empowering
Romance
Dating apps take inspiration from female empowerment movements.
3.8
Trend score
Trend
What is the Empowering Romance trend?
Empowering Romance: Inspired by leading brands like Bumble, dating apps are adopting women-friendly features so that their safety and comfort is enhanced while they're virtually dating. These services come in reaction to the harassment women often face online, along with the advancements pushed by the women's movement.
Insight
The consumer insight behind the Empowering Romance trend
Millennial and Gen Z women and girls in particular are interested in some of the more nuanced aspects of feminism that women's empowerment movements have brought to the mainstream in recent years. This nuanced approach to feminism translates to all aspects of their lives, whether in their friendships, romantic prospects, or their careers. These demographics are drawn to brands that are able to adapt to the unique needs and desires of women and girls.
Trend themes
Themes within the Empowering Romance trend
Three behaviours holding the trend together01
Female-Empowered Features
Dating apps are adopting features that prioritize women's safety and comfort as a response to the harassment they encounter online, driven by the women's empowerment movement.
02
Anonymous Profiles
Dating apps such as 'Blonde' and 'Pickable' are emphasizing anonymity for women to put them in control of their experience and enable authenticity, disrupting the traditional approach to online dating profiles.
03
Co-Working Social Spaces
Pop-up co-working space Bumble Hive LA is providing a physical space for dating app users to work and connect, exemplifying the increasing blend of different industries and social experiences.
Industry implications
What the Empowering Romance trend means for industry
Where the trend changes the playbookFor
Technology
Technology is innovating to provide better solutions for online dating and adapting to the changing attitudes towards feminism.
For
Fashion and Jewelry
Contemporary jewelry brands like ZÓLDI are catering to the desire of women to celebrate and empower themselves through feminine accessories.
For
Marketing and Advertising
Marketing agencies like Manifold are creating experiential pop-up spaces that embody the brand's digital presence and meet the desire for unique social experiences among younger consumers.
Workshop question
How could your brand ensure safe spaces for individuals or groups who are marginalized or face discrimination?
Trend signals
Trend signals for Empowering Romance
Trend score 3.8 out of 10, from popularity 65%, activity 39%, freshness 8%.
Popularity65%
Activity39%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Empowering Romance trend
6 featured examples from Mar 21, 2017 to Dec 10, 2018CategoryFashion
Empowering Jewelry Collections
ZÓLDI is a Contemporary Jewelry Brand That Champions Women
Opportunity for jewelry brands to create contemporary and empowering collections.
CategoryTech
User-Scoring Dating Apps
The 'EVE' Mobile Dating App Rewards Male Users for Being Genuine
Online dating industry can explore new ways to enhance user experiences and increase genuineness in profile interactions.
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.
CategoryTech
Anonymous Profile Dating Apps
The 'Blonde' Dating App Only Shows a Woman's Profile if She Chooses
The online dating industry can benefit from innovations in anonymous and female-centric apps
CategoryTech
Female-Focused Dating Apps
'Pickable' Puts Women in Control of Who Sees Them in the Dating Pool
The online dating industry continues to be disrupted by innovative dating apps catering to specific user groups and needs.
