Dating apps aim to cater to older Gen Zs with branding and new features
Trend - 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 - 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.
Insight - 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.
Workshop Question - How could your brand better appeal to Gen Z lifestyles and preferences?
Trend Themes
1. 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.
2. 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.
3. 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
1. Dating Apps - Dating apps must continue to evolve and cater to changing demographics in order to remain relevant and capture new users.
2. 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.
3. 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.
