Dating apps take inspiration from female empowerment movements
Trend - 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 - 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.
Insight - 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.
Workshop Question - How could your brand ensure safe spaces for individuals or groups who are marginalized or face discrimination?
Trend Themes
1. 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.
2. 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.
3. 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
1. Technology - Technology is innovating to provide better solutions for online dating and adapting to the changing attitudes towards feminism.
2. Fashion and Jewelry - Contemporary jewelry brands like ZÓLDI are catering to the desire of women to celebrate and empower themselves through feminine accessories.
3. 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.
6 Featured, 51 Examples:
81,422 Total Clicks
Date Range:
Mar 17 — Mar 19
Trending:
Mild
Consumer Insight Topics:
