Category
Lifestyle
Assisted Choices
Trend cluster
Category
Generation
Dating
Dating apps aim to cater to older Gen Zs with branding and new features.
3.7
Trend score
Trend
What is the Generation Dating trend?
Generation Dating: The modern day dating app began as a tool for (mostly) Millennials to meet people, and they're now evolving to better suit the digital habits of Gen Zs who are 18+. Everything from humor-based functions to video-dating in the style of Tik Tok is now catering to this younger demographic.
Insight
The consumer insight behind the Generation Dating trend
As Gen Z becomes the demographic that now drives pop culture, entertainment and social media trends, brands are having to adjust and switch from their Millennial-only focus to strategies that better appeal to this generation. Brands that are authentic, have principles and are social media savvy are most likely to gain Gen Z's trust.
Trend themes
Themes within the Generation Dating trend
Three behaviours holding the trend together01
Gen Z Dating Apps
Dating apps are evolving to cater to the digital habits of Gen Z, with video-first, in-app events, and meme-based matchmaking options for this younger demographic.
02
Eco-friendly Dating
Dating apps are catering to the increasing love for environmentally-friendly dates among members. In-app partnerships with plant-based food companies help form connections with vegan and vegetarian users.
03
Authentic Branding
As Gen Z becomes the demographic driving pop culture, entertainment and social media trends, brands who are authentic, have principles, and are social media savvy are most likely to gain Gen Z's trust in the dating world.
Industry implications
What the Generation Dating trend means for industry
Where the trend changes the playbookFor
Dating Apps
Dating apps must continue to evolve and cater to changing demographics in order to remain relevant and capture new users.
For
Marketing and Advertising
Brands who want to appeal to Gen Z in the dating world must adjust from their Millennial-only focus and adopt strategies that better cater to this generation.
For
Food and Beverage Industry
In-app partnerships with plant-based food companies offer disruptive innovation opportunities for eco-friendly food brands looking to form connections with new audiences.
Workshop question
How could your brand better appeal to Gen Z lifestyles and preferences?
Trend signals
Trend signals for Generation Dating
Trend score 3.7 out of 10, from popularity 62%, activity 41%, freshness 10%.
Popularity62%
Activity41%
Freshness10%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Generation Dating trend
4 featured examples from Mar 27 to May 29, 2021CategoryEco
Plant-Based Dating App Collaborations
Tinder Debuts New Plant-Based Passion for Earth Day
Collaborating with dating apps to promote plant-based eating habits offers food and beverage brands a unique marketing opportunity to reach a growing audience of environmentally-c…
CategoryLifestyle
Video-First Dating Apps
Snack is a Video Dating App for Gen Z Inspired by TikTok
Dating app companies could benefit from adding new video-sharing features to engage and attract more users across different age groups as Snack does.
CategoryLifestyle
Meme-Based Dating Apps
The 'Schmooze' Dating App Offers a Humorous Experience for Gen Z Daters
The online dating industry needs to diversify and innovate to keep up with the changing preferences of younger generations who are looking for more fun and unconventional ways to…
CategoryLifestyle
In-App Dating Events
Vibes by Tinder Helps Gen Z Daters Express Themselves Better
The online dating industry can capitalize on the increased user engagement, by integrating in-app events, to provide users with a more dynamic and engaging dating experience.
